EFEKTIVITAS PENGEMBANGAN SEKTOR PARIWISATA JAWA TIMUR DENGAN PEDEKATAN HUMAN RESOURCES STRATEGY DAN MARKETING STRATEGY

This research, compiles the concept of human resource strategy that is integrated with the concept of
marketing strategy theory, through the application of marketing concepts and applications that are
responsible for the UMKM tourism sector in East Java. The purpose of this study when preparing a
plan for achieving the improvement of SDM UMKM in the tourism sector and effective marketing
strategies in East Java. This research method uses the Importance Performance Analysis (IPA)
analysis method. The population of this study is the MSME sector in East Java. Based on the results
of the study using the Performance Analysis process The Importance of Expectations and
expectations received by employees and tourists has quadrants 3 and 4, while in the largest
difference between expectations and reality that obtains an interval of 0.2 to 0.69 in each of each variable.
Keywords: Importance Performance Analysis (IPA), Development Strategy, UMKM, East Java Tourism.