What is a Tourism Marketing Consultant? is a professional who develops and evaluates marketing strategies for destinations and tourism businesses based on market research.
This explanation refers to the tourism sector SKKNI in the field of consulting services. We also refer to the BNSP Occupational Certification Scheme that we serve as part of the Jana Dharma Indonesia LSP.
This article discusses the meaning, service, needs, competence, and level of profession.
What is a Tourism Marketing Consultant?
Tourism marketing consultants are experts who analyze the tourism market, develop marketing strategies, and recommend promotional steps for destinations, local governments, or tourism businesses.
The definition of a tourism marketing consultant is in line with SKKNI, which includes tourism marketing consulting services as part of tourism consulting services.
The tourism marketing consulting profession is strategic. Consultants do not run daily promotions. He designs directions, sets target markets, then assesses the results.
The results of his work are generally in the form of documents, such as research reports, marketing plans, and recommendations for managing digital and non-digital media.
What is the scope of tourism marketing consulting services?
The scope of tourism marketing consultant services includes research, planning, implementation, and marketing evaluation. In general, the flow is as follows:
- market research and tourists. Plan research methods, collect data, and analyze them with stakeholders.
- strategy formulation. Determine segmentation, target, and market position. All three are known as STPSegmentation, Targeting, Positioning).
- marketing planning. Develop a marketing project implementation plan and budget.
- media recommendations. Advise the management of digital and non-digital marketing media.
- presentation and advocacy. Presenting plans and establishing agreements with clients.
- monitoring and evaluation. Assess the implementation and results of the work.
We will discuss a more detailed job description in another article.
Who needs a tourism marketing consultant?
Tourism marketing consultants are needed by parties who want to market tourism destinations or businesses in a planned and measurable manner. Service users include destination managers, tourism offices, tourist village managers, hotels, and tourism business actors.
Then, what is the difference between a tourism marketing consultant and a hotel marketing staff? Internal staff carry out marketing activities for one organization.
Consultants provide strategic analysis and recommendations from an external point of view, often for more than one client. The two complement each other, not replace each other.
What competencies do tourism marketing consultants need?
The competence of tourism marketing consultants includes marketing research, planning, communication, business writing, project management, and client management. As an illustration, the young expert scheme that we used tested 24 units of competence.
For example, planning a marketing research method, preparing a tourism marketing implementation plan, evaluating the implementation of work, and carrying out business writing.
This competence is proven through BNSP Occupational Certification. Competency Certification in the field of tourism has a basis in Government Regulation Number 52 of 2012. Official information about this institution is available on the website BNSP.
A certified tourism marketing consultant proves his ability through assessment, not just taking classes. The difference with regular training:
| Aspect | BNSP certification | normal training |
|---|---|---|
| Purpose | prove work competence | Increase knowledge and skills |
| Rating | assessment of the competency unit | Follow the organizer’s evaluation |
| Reference | SKKNI and Certification Scheme | Organizer Curriculum |
| Result | BNSP Competency Certificate | training certificate |
| Validity period | generally 3 years, then recertification | determined by the organizer |
Both are useful, but not the same and cannot replace each other.
What is the level of the tourism marketing consulting profession?
This profession has several levels, from the initial level to the middle level. Understand tourism marketing consultant profession Help you determine the current position. If you are still unsure about choosing a level, read Differences between Young and Middle Experts.
For those who are ready to test competence, we provide Marketing Consultant Young Expert Certification Scheme. The implementation is one day face-to-face, with the final result of the BNSP certificate.
Tourism marketing consultants play a role in designing and evaluating the marketing of the tourism sector in a measurable manner. Understand the profession first, then determine the appropriate competency path.
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FAQ
What is a Tourism Marketing Consultant? Tourism marketing consultants are experts who research the tourism market, develop marketing strategies and plans, then evaluate the results for destinations, local governments, or tourism businesses. Its role is strategic, not just carrying out daily promotions.
What is the difference between hotel marketing staff? The hotel marketing staff runs marketing for one organization. Consultants provide strategic analysis and recommendations from outside the organization, often for several clients at once. These two roles complement each other.
Are tourism marketing consultants required to be BNSP certified? The provisions depend on the project provider and the applicable rules. BNSP certificate serves as proof of competence that is tested through assessment. Check the requirements of the client or service user agency before deciding.
Who is suitable to be a tourism marketing consultant? This profession is suitable for those of you who are interested in market research, planning, and report writing. The background of tourism, marketing, or consulting helps, but the certification requirements follow the terms of the respective scheme.
