A Synthesis Paper: How a Destination Capturing Value from the Its Visitors ?

Abstract

As well in other business, the destination should able to improve their strategy in order to be
competitive in the market. This paper aims to deliver a synthesis papers that shows on how a
destination able do its marketing strategy to capture value for its visitors based on the work done
by Yang & Tan, (2017) Li, et al., (2017), Mariani, et al., (2015). It is found that visitors have
different needs and wants, and the destination able to doing STP by first understand the motivation
for the tourist to, In doing integrated marketing program, the destination should able to provide
innovative events and to incorporated the destination products/service to capture more than one
segments. For promotion, supplying information to the visitors also important for promotion. The
organization able to use the social media to maintain the relationship with the customers, the
destination will be able to gain some value from the customers as it able to enhance corporate
image, customers loyalty and corporate revenue.