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Journal : PROCURATIO: Jurnal Manajemen dan Bisnis

OPTIMIZING TOURISM PROMOTION THROUGH THE USE OF CULTURAL HERITAGE Iswanto, Dedy; Istiqlal, Istiqlal; Irsyad, Ziqrurrahman
PROCURATIO: Jurnal Manajemen & Bisnis Vol. 3 No. 2 (2024): July - December
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/projmb.v3i2.149

Abstract

This study aims to explore the optimization of tourism promotion through the utilization of cultural heritage by using the Systematic Literature Review (SLR) approach. The study was conducted by selecting literature from academic databases such as Scopus, DOAJ, and Google Scholar, using keywords such as “cultural heritage,” “tourism marketing strategy,” “cultural commodification,” and “smart technology” within the time span of 2014-2024. The results showed that although the integration of cultural heritage in tourism marketing strategies successfully increased destination attractiveness and visitor engagement, challenges such as cultural commodification, overtourism, and disagreements between stakeholders still need to be addressed. A balance between cultural conservation and tourism development is a key element in an effective strategy, where the preservation of local cultural identity must be considered. In addition, the use of smart technology in the promotion of local culture is proven to attract tourists, but there is a gap in understanding the impact of social media and other technologies on destination image. Therefore, future research is recommended to explore more deeply the factors that influence the success of heritage-based tourism marketing strategies and how technology can be effectively integrated in such contexts.
Branding Strategies to Enhance the Appeal of Cultural Heritage Sites for International Tourists Iswanto, Dedy; Irsyad, Ziqrurrahman; Sudarta; Fuzail, Muhammad; Gamri, Muhammad
PROCURATIO: Jurnal Manajemen & Bisnis Vol. 4 No. 2 (2025): July - December
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/projmb.v4i2.150

Abstract

Purpose – This study explores the application of branding in enhancing the attractiveness of cultural heritage sites for international tourists. It investigates the role of branding in shaping tourist perceptions, increasing revisit intention, and improving visitor satisfaction. Design/method/approach – A Systematic Literature Review (SLR) was conducted using literature from Scopus, DOAJ, and Google Scholar. Keywords like "branding," "cultural heritage sites," "tourist attraction," and "tourist perception" were used to select studies published between 2014-2024. Findings – Effective branding strategies, including authentic brand images, experiential marketing, and emotional attachment through historical nostalgia, positively influence tourists’ perceptions and satisfaction. Branding also contributes to local tourism growth and job creation. However, challenges such as information overload and commercialization, which may compromise cultural values, remain. Digital technologies enhance global visibility and cultural narratives. Implications – The study underscores the need for balancing commercial appeal and cultural preservation in branding strategies. Policymakers and tourism managers should focus on authentic branding to attract and retain international tourists. Novelty/Originality – This research offers new insights into how branding influences cultural heritage tourism, particularly regarding the role of digital technologies and the challenges of over-commercialization.