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All Journal Kepariwisataan: Jurnal Ilmiah International Journal of Tourism and Hospitality in Asia Pasific
Muhammad Suriyadarman Rianse
Karya Persada Muna University
Arts Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Strategic Marketing in the Development of the Tourism Economy: Meleura Beach La Ode Andi Hermawan; Usman Rianse; Wade Rahma Batin; Muhammad Suriyadarman Rianse; Ahmad Ridwan; Sarman Sarman; La Ode Muhammad Misran Jumadi Suha
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3802

Abstract

Tourism plays a significant role in the economic development of Indonesia, particularly in areas like Meleura Beach, Muna Regency, Southeast Sulawesi, which offers unique natural landscapes and cultural heritage. However, local MSMEs in the region face challenges in promoting their products and services due to limited digital marketing skills and technological adaptation. This study aims to explore the role of strategic marketing, especially digital marketing, in enhancing the attractiveness of the Meleura Beach tourism destination. A qualitative research approach, combining SWOT analysis and FGDs, was employed to assess the current marketing strategies of MSMEs and their potential for growth. The findings revealed that while businesses possess strengths in their unique products and local resources, many face weaknesses such as insufficient digital marketing capabilities and infrastructure. Opportunities for growth lie in leveraging digital marketing tools and community-based tourism, but threats from competition and regulatory changes remain significant. The study concludes that enhancing digital literacy among MSMEs, supported by government and private sector collaboration, is essential for increasing market reach and competitiveness. It is recommended that MSMEs focus on digital marketing, community involvement, and partnerships with international agencies to ensure long-term growth and sustainability in the global tourism market.
PERAN MEDIA SOSIAL DAN KREDIBILITAS MICRO-INFLUENCER TERHADAP NIAT BERKUNJUNG WISATAWAN KE DESTINASI NAPABHALE Muhammad Suriyadarman Rianse
Kepariwisataan: Jurnal Ilmiah Vol 19, No 3 (2025): Kepariwisataan: Jurnal Ilmiah
Publisher : Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47256/kji.v19i3.792

Abstract

This study examines the influence of social media and micro-influencer credibility on tourist visit intention to the Napabhale tourism destination, with destination awareness as a mediating variable. As digital platforms increasingly shape travel decisions, understanding how content and influencer trustworthiness affect tourist behavior is essential. This quantitative research employs Structural Equation Modeling-Partial Least Squares (SEM-PLS) to analyze data collected from 150 respondents through online questionnaires. The findings reveal that both social media and micro-influencer credibility significantly impact destination awareness and tourist visit intention. Furthermore, destination awareness partially mediates the relationship between the independent variables and revisit intention. These results suggest that enhancing social media content and engaging credible micro-influencers can effectively increase tourism interest in emerging destinations like Napabhale.
Co-Authors Ahmad Ridwan La Ode Andi Hermawan La Ode Muhammad Misran Jumadi Suha Sarman Sarman Usman Rianse Wade Rahma Batin