Investment promotion strategy of tourism and agriculture sector to promote regional competitiveness

Authors

DOI:

https://doi.org/10.15549/jeecar.v10i6.1498

Keywords:

investment, promotion strategy, agriculture, tourism

Abstract

This study aims to identify an investment promotion strategy for the agriculture and tourism sector with the case study of Sumedang Regency in West Java Province, Indonesia. A literature review and a focus group discussion with the stakeholders were used to identify the promotion had been conducted and to formulate investment promotion strategies. The result from Vosviewer shows that studies in investment promotion strategy in agriculture and tourism were relatively low. Promotion in the agricultural sector is less than in the tourism sector, and the current promotion in agriculture is tied to tourism, such as agrotourism. The formulated investment promotion strategy for agriculture and tourism was brand activation, consisting of experiential and digital marketing and personal selling. Success in executing this investment promotion plan must consider a favorable investment environment, such as the facilities and incentives, to encourage regional competitive advantage.

Author Biographies

Kankan Kasmana, Universitas Komputer Indonesia

Kankan Kasmana is a lecturer and Head of the Department of Visual Communication Design, Faculty of Design Universitas Komputer Indonesia, Bandung, Indonesia. He graduated with a Doctoral Degree from the Faculty of Art and Design, Institut Teknologi Bandung, in 2014. His research interests are design and culture, brand and promotion, comic &  illustration, and multimedia.

Selfa Septiani Aulia, Universitas Komputer Indonesia

Selfa Septiani Aulia is an Urban and Regional Planning Department lecturer at Universitas Komputer Indonesia. She graduated with a master's in Urban and Regional Planning from Institut Teknologi Bandung in 2017. Her research interests are rural and regional planning, regional competitiveness, and special economic zone development.

Muhammad Iffan, Universitas Komputer Indonesia

Muhammad Iffan is a lecturer in Management Department at Universitas Komputer Indonesia. He graduated with a master's degree from Universitas Komputer Indonesia in 2014. His research interests are in marketing management, entrepreneurship, and economics.

Winy Noer Widiashanty, Dinas Penanaman Modal dan Pelayanan Satu Pintu, Kabupaten Sumedang

Winy Noer Widiashanty is an officer at Dinas Penanaman Modal dan Pelayanan Terpadu Satu Pintu (DPMPTSP) Sumedang Regency, West Java Province, Indonesia. She is the Head of Promotion and Facilitation of the Investment Cooperation Section at DPMPTSP Sumedang Regency. She graduated with a master's degree in Political Science from Universitas Sebelas April, Sumedang

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Published

2023-11-05

How to Cite

Warlina, L., Kasmana, K., Aulia, S. S., Iffan, M., & Widiashanty, W. N. (2023). Investment promotion strategy of tourism and agriculture sector to promote regional competitiveness. Journal of Eastern European and Central Asian Research (JEECAR), 10(6), 773–785. https://doi.org/10.15549/jeecar.v10i6.1498

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