| Summary: | The research presented in this study is concerned with the improvement on
West Sumatera�s MICE based tourism. This study presents an analysis of West
Sumatera�s tourism stakeholder efforts to improve West Sumatera�s reputation as
a MICE tourism destination using qualitative approach. Further, this research
presents an identification of market segment profile of MICE based West
Sumatera tourism and factor identification of City Marketing Mix 7P on West
Sumatera reputation using quantitative method.
This research has been using the primary and secondary data.Primary data
was collected through key informant interview and questioner distribution in 5 big
cities in Sumatera and Java island: Medan, Pekanbaru, Palembang, Jakarta and
Bandung. The secondary data was gathered using information from West
Sumatera government and related websites. Cluster analysis was used to
determines the numbers and profile of each segment contribute to West Sumatera
reputation and dual domain regression analysis was conducted toidentify the
impact of city marketing factor to West Sumatera reputation.
The research indicates there are massive improvement on West Sumatera�s
MICE based tourism combining with some constraints. The research also
identified seven market segments for West Sumatera�s MICE tourism. The cluster
design was based on frequency of visit, motivation, appreciation towards
accessibility, appreciation towards nature, culture, culinary, and source of
information. Other finding concerning the influence of city marketing mix shows:
a positive and significant product, place and physical evidence variable
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