THE ACHIEVEMENT OF HUMAN RESOURCES STRATEGY THROUGH RESPONSIBLE MARKETING AND SUSTAINABLE TOURISM COMPETITIVENESS AT MSMEs OF TOURISM SECTOR IN EAST JAVA

The objective of this research is to examine the maximization of human resource
management and marketing management of the Micro, Small & Medium Enterprises of
Tourism Sector in East Java, which is conducted through responsible marketing and
sustainable tourism competitiveness. Research method is Biplot Analysis. This method is
focused on research population that includes Micro, Small & Medium Enterprises of Tourism
Sector in East Java. Bipolar Analysis is used to obtain a description about the management of
human resource and marketing of the Micro, Small & Medium Enterprises of Tourism Sector
in East Java. Human resource management is understood through several aspects constituting
human resource, whereas marketing management is explained by responsible marketing and
sustainable tourism competitiveness. Research finding shows that each of cities and regencies
in this research has its own leading capacity on tourism, and this capacity is needed to
develop sustainable tourism competitiveness. The originality of this research is on
responsible marketing model. The responsible marketing model proposed by this research has
important contributions. The government of East Java Province can use this model as a guide
before making policy on sustainable tourism competitiveness. Responsible marketing model
provides a comprehensive coordination framework that can be used by stakeholders in
examining the marketing strategy developed by Micro, Small & Medium Enterprises of
Tourism Sector to ensure that this strategy will produce sustainable tourism competitiveness.
Keywords: human resource strategy, responsible marketing, sustainable tourism competitiveness