Abstract
This study aims to identify an investment promotion strategy for the agriculture and tourism sector with the case study of Sumedang Regency in West Java Province, Indonesia. A literature review and a focus group discussion with the stakeholders were used to identify the promotion had been conducted and to formulate investment promotion strategies. The result from Vosviewer shows that studies in investment promotion strategy in agriculture and tourism were relatively low. Promotion in the agricultural sector is less than in the tourism sector, and the current promotion in agriculture is tied to tourism, such as agrotourism. The formulated investment promotion strategy for agriculture and tourism was brand activation, consisting of experiential and digital marketing and personal selling. Success in executing this investment promotion plan must consider a favorable investment environment, such as the facilities and incentives, to encourage regional competitive advantage.
Publisher
Journal of Eastern European and Central Asian Research
Subject
Marketing,Organizational Behavior and Human Resource Management,Strategy and Management,Economics and Econometrics,Finance,Business and International Management
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