Ilma Aulia Zaim, a lecturer at SBM-ITB, published “Marketing for Hospitality and Tourism: With Case Studies from Indonesia.” Published by ITB Press, the book was co-authored by Mochamad Nalendra, Nenden Dianawati, Gallang Perdhana Dalimunthe, and Johann W. H. Prawiro.
Ilma compiled the book to address the gap in hospitality marketing literature relevant to the Indonesian context. While teaching the Hospitality and Tourism Marketing course, she often encountered a limited body of literature that relied heavily on a global perspective, making it difficult for students to relate the theory to domestic industry conditions.
“Many hospitality marketing references still use a foreign context, making it challenging for students to visualize how the theory applies in Indonesia,” said Ilma.
This book combines marketing theory with empirical case studies from the Indonesian hospitality and tourism industry. Ilma also collaborated with academics and practitioners with diverse professional backgrounds and research interests to ensure the discussion is not limited to normative descriptions.
Unlike marketing books that are typically structured by function, such as product, pricing, or promotion, this book is structured around seven marketing stages, from a basic understanding of the industry to crisis management. Ilma believes that hospitality and tourism marketing is a comprehensive process, not a collection of stand-alone tactics.
She emphasizes the complexity of marketing in this sector, particularly given the interconnectedness of stakeholders, including the government, local communities, businesses, media, tourists, and investors.
“Hospitality and tourism marketing cannot be understood solely as a promotional function, but as a long-term process involving various stakeholders,” Ilma said.
This book, through this framework, discusses initial planning, consumer research, data-driven strategy formulation, performance evaluation, and risk mitigation. It also highlights specific considerations in the hospitality sector, such as service design, customer experience, and destination reputation.
Sustainable marketing is an important issue today. Ilma emphasized that sustainability has shifted from being merely an aspiration to becoming a crucial factor in destination development and investment decisions.
“Sustainability is no longer just an option, but has become a primary criterion in tourism development,” she said.
The book also discusses crisis management in hospitality and tourism marketing. Ilma cited the experience of the COVID-19 pandemic and various natural disasters in Indonesia, which demonstrated the sector’s vulnerability to external shocks.
“Marketing for Hospitality and Tourism” is intended for students, lecturers, industry practitioners, and policymakers. In an academic context, this book is offered as a reference that bridges theory and practice. For practitioners, this book provides a strategic framework for navigating the complexities of marketing in the hospitality and tourism sectors.
“Marketing is a concept that must be understood systematically and based on research, especially in the highly dynamic hospitality and tourism industries,” said Ilma.
“Marketing for Hospitality and Tourism: With Case Studies from Indonesia” is available through ITB Press distribution channels and can be accessed at the SBM ITB Library.
