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EXPLORING THE SITE SELECTION OF INCENTIVE TRAVEL DESTINATION IN INDONESIA: A DUAL-MARKET PERSPECTIVE

Jurnal Ilmiah Ilmu Terapan Universitas Jambi · Vol. 10 No. 1 (2026) · pp. 459–470

DOI
10.22437/jiituj.v10i1.53090
ISSN
2580-2259, 2580-2240
Published
2026-02-24
Publisher
LPPM Universitas Jambi
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

This study aims to explore the site selection of incentive travel destination as a key decision for Incentive travel housess and corporations in Indonesia, for both domestic and international markets. Site selection is a crucial aspect of planning because the destination serves not only as an event venue but also as a symbol of recognition, exclusivity, and corporate image for incentive participants. This study used a qualitative approach, combining field observations, semi structured interviews, and documentation study to identify location attributes for incentive destination. The findings indicate that Bali, Jakarta, and Yogyakarta have advantages in creating experiences and operational readiness, while Labuan Bajo, with its diverse natural resources, can create memorable experiences but requires significant operational improvement. Incentive travel housess and corporate buyers assessed that the domestic market's perspective favors destination selection based on accommodation, destination image, novelty, extra conference opportunities, and risk. However, for international market, there is more emphasis on accessibility, accommodation, destination image, uniqueness, extra conference opportunities, and risk. Only the Accessibility factor is the differentiator between the domestic and international markets, other attributes are not the main factors in either market but are supporting factors that complement the smoothness of incentive travel. The implication of this research is that it will make it easier for Incentive travel housess and corporations to make the right destination decisions for the domestic and international markets in Indonesia. In addition, this can serve as a recommendation to the Indonesian government for developing strategic policies and promoting other destinations as incentives.

Keywords

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Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/JIITUJ/oai, first harvested 5 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">EXPLORING THE SITE SELECTION OF INCENTIVE TRAVEL DESTINATION IN INDONESIA: A DUAL-MARKET PERSPECTIVE</dc:title>
	<dc:creator xml:lang="en">Rossi, Fetty Nurmala</dc:creator>
	<dc:creator xml:lang="en">Octavanny, Vitha</dc:creator>
	<dc:creator xml:lang="en">Mbulu, Yustisia Pasfatima</dc:creator>
	<dc:creator xml:lang="en">Mashita, Azra</dc:creator>
	<dc:subject xml:lang="en">Corporate Buyer</dc:subject>
	<dc:subject xml:lang="en">Destination</dc:subject>
	<dc:subject xml:lang="en">Incentive Travel</dc:subject>
	<dc:subject xml:lang="en">Incentive Travel Houses</dc:subject>
	<dc:subject xml:lang="en">Site Selection</dc:subject>
	<dc:description xml:lang="en">This study aims to explore the site selection of incentive travel destination as a key decision for Incentive travel housess and corporations in Indonesia, for both domestic and international markets. Site selection is a crucial aspect of planning because the destination serves not only as an event venue but also as a symbol of recognition, exclusivity, and corporate image for incentive participants. This study used a qualitative approach, combining field observations, semi structured interviews, and documentation study to identify location attributes for incentive destination. The findings indicate that Bali, Jakarta, and Yogyakarta have advantages in creating experiences and operational readiness, while Labuan Bajo, with its diverse natural resources, can create memorable experiences but requires significant operational improvement. Incentive travel housess and corporate buyers assessed that the domestic market's perspective favors destination selection based on accommodation, destination image, novelty, extra conference opportunities, and risk. However, for international market, there is more emphasis on accessibility, accommodation, destination image, uniqueness, extra conference opportunities, and risk. Only the Accessibility factor is the differentiator between the domestic and international markets, other attributes are not the main factors in either market but are supporting factors that complement the smoothness of incentive travel. The implication of this research is that it will make it easier for Incentive travel housess and corporations to make the right destination decisions for the domestic and international markets in Indonesia. In addition, this can serve as a recommendation to the Indonesian government for developing strategic policies and promoting other destinations as incentives.</dc:description>
	<dc:publisher xml:lang="en">LPPM Universitas Jambi</dc:publisher>
	<dc:date>2026-02-24</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/JIITUJ/article/view/53090</dc:identifier>
	<dc:identifier>10.22437/jiituj.v10i1.53090</dc:identifier>
	<dc:source xml:lang="en">Jurnal Ilmiah Ilmu Terapan Universitas Jambi; Vol. 10 No. 1 (2026): Volume 10, Nomor 1, February 2026; 459-470</dc:source>
	<dc:source>2580-2259</dc:source>
	<dc:source>2580-2240</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/JIITUJ/article/view/53090/23832</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Fetty Nurmala Rossi, Vitha Octavanny, Yustisia Pasfatima Mbulu, Azra Mashita</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>