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Ekowati, Sri
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Digital Marketing Communication Strategy For Strengthening Bengkulu City Tourism Brand Ayuh, Eceh Trisna; Darmi, Titi; Ekowati, Sri; Adhrianti, Lisa; Hafizah, Evi
ARISTO Vol 10 No 3 (2022): December / Special Issue : Local Governance
Publisher : Universitas Muhammadiyah Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24269/ars.v10i3.6308

Abstract

Bengkulu City has various historical, cultural and natural tourism assets, this has allowed Bengkulu City to become a tourism city. The internet penetration rate of Indonesia's population continues to increase from year to year. However, the regional government of Bengkulu City has not read the opportunities for digital marketing platforms and made branding efforts for the Bengkulu tourism sector. This study aims to determine the digital marketing branding communication strategy for Bengkulu city tourism destinations. The research approach used is a qualitative approach based on the philosophy of postpositivism. This research is a case study research using the concept of AISAS theory which consists of Attention, Interest, Search, Action and share. The results of this study state that digital marketing communications carried out by the Bengkulu government focus on creating marketing content to create tourist attraction through social media. Image quality, content content, content duration and words in the content are important parts that must be considered. In addition, it is known that the creation of digital marketing content requires quite a lot of effort so that the content is of high quality and attractive, it is necessary to have human resources with special digital skills and a qualified team of creators.
Co-Authors Ajis, Tika Melany Andi Azhar Aprianto, Lobi Arnoldi, Arnoldi Djuhardi, Lidia Eceh Trisna Ayuh Eko Sugiyanto Erviana, Della Essy Malays, Essy Finthariasari, Meilaty Fitri, Norma Diana Gassing, Syarifuddin S. Gustiarini, Endah Hafizah, Evi Hariyani, Indaria Tri Haryanto, Andesva Rafles Herfianti, Meiffa Hernadianto, Hernadianto Juliadi, Erwin jumadi, Muhammad Larika, Winda Lestari, Nova Kurnia Dewi Lisa Adhrianti Mahanani, Estu Mardiansyah, Lefi Megawati - Melia, Sindia Okta Muhamad Galy Njoman Ari Pribowo Murti, Annisa Nengsih, Mimi Kurnia Nike Pransiska Ningsi, Wiwik Putri Wahyu Onsardi, Onsardi Perrodin, David D. Pitra, Ahmad Rina Yuniarti, Rina Ririn Harini Sahputra, Sindi Sari, Lia Agustiana Sari, Widi Ratna Sismanto, Adi Sonitra, Sonitra Susilowardhani, Erna Mariana Syavira, Dilla Putri Titi Darmi Wijayani, Juwita Ayu Yulinda, Ade Tiara Yuniati, Ira Yusmaniarti