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

Hermawati, Adya and Suhermin, Suhermin and Suci, Rahayu Puji and Mulyono, Mulyono (2020) THE ACHIEVEMENT OF HUMAN RESOURCES STRATEGY THROUGH RESPONSIBLE MARKETING AND SUSTAINABLE TOURISM COMPETITIVENESS AT MSMEs OF TOURISM SECTOR IN EAST JAVA. Proceeding 1st International Conference on Business & Social Sciences (ICOBUSS) Surabaya, October 3rd – 4th, 2020. pp. 50-63.

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Abstract

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

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