CHAPTER VI - Conclusion and Suggestion

CHAPTER VI

CONCLUSION AND SUGGESTION

6.1 Conclusion

After the data were analyzed, the role of smartphone for those Milennial

tourists was summarized. During the five stage of travel decision making process,

the use for smartphone were:

a. In the first stage the use of smartphone was to trigger the travel

desire by daily use of social media or advertisement to the email

b. The travel trigger due to daily use of smartphone was posted

photos related to traveling or discount advertisement by OTAs

c. In the second stage the use of smartphone was to make the

information collection process more convenient and could be done

anywhere and any time.

d. Other peoples’s reviews in the OTAs was a relevant information

source to choose a tourism product.

e. In the third stage the role of smartphone was to help them

customize the travel according to their preferred criteria, especially

for online booking for accommodation and transportation.

f. The decision to purchase the tourism product was determined by

the offered price and other factors related to their comfort during

use.

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g. In the fourth stage the use of smartphone was to help the online

booking and payment process and to support travel experiences.

h. The travel experiences, which were supported by using

smartphone, were update social media, communicate with others,

and find additional information.

i. In the fifth stage the use of smartphone made the process of

experience sharing easier with the use of social media apps and

OTA apps.

There were several important point that was found during data analysis

regarding the expectation of their smartphone and travel application:

a. The long-time durability of battery of smartphone was one

significant expectation for some Millennial from Indonesia.

b. The expectation of the used travel application was mostly related to

the better booking and purchase process.

c. Factors related to the smoothness booking and purchase process

were the availability update of booked product, the ability to

customize the preferred products, the various paying option, and

the quality of downloaded confirmation letter.

d. The other expectation of the used travel application was the

complete provided information related to the travel.

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6.2 Suggestion

6.2.1 Practical Suggestion

Millennial Generation is digital native and they unsurprisingly use

smartphone for their daily life. Many of them use smartphone to

communicate with others and access the social media. One strategy to

introduce a tourism product is online marketing through media social.

One trait from Millennial generation from Indonesia is price

sensitive and budget constrain. They have more interest with discount

offer and more willingly try new product due to cheaper price offer. The

strategy to offer cheaper price could be used by new tourism industry

when they want to target online Indonesia Millennial consumer.

The Millennial from Indonesia tend to arrange their travel alone

and they tend to trust online review from other travelers in online travel

agent. The trusted source of the online reviews is not just about a good

review about the tourism product but also the amount of the reviews. The

tourism industry which targets the online Millennial customer from

Indonesia should increase the received good reviews in online travel

agents. They could persuade the customer to give reviews about the

customer’s experience in online travel agent websites by giving them

discount points for every review, which could be used in the next time

purchase.

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Because of the self travel arrangement, the Millennial from

Indonesia are more likely to book the accommodation and or

transportation by themselves. To attract the the online traveler, an offer of

bundle package of these both tourism product might be a considered

strategy by online travel agent and the related tourism industry. Other

possible considered strategy is by giving discount for purchasing one

tourism product that could be used to purchase the other tourism product.

6.2.2 Theoritical Suggestion

For the next research related to Millennial tourist and the use of

technology some suggestions were needed to make the research richer. As

informants for this research are only Millennial Generation, the avaílable

data could not be used to compare the difference of smartphone rule in

travel decision making process between Millennial and other generation.

Other suggestion to the next research was to make geography data would

then be used to compare the role of smartphone during travel decision

making process between Millennial from different provinces or cities.

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