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All Journal Tourism: Jurnal Travel, Hospitality, Culture, Destination, and MICE Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis International Journal of Green Tourism Research and Applications
Pellokila, Imelda Regina
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Arts Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Journal : Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis

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Sustainable Tourism Marketing in the Digital Age Pellokila, Imelda Regina; Lamoren, Damianus Sonny; Fallo, Padre Pio C. I.
Public Policy Jurnal Aplikasi Kebijakan Publik dan Bisnis
Publisher : Lembaga Penelitian & Pengabdian Masyarakat (LPPM) STIA Said Perintah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51135/PublicPolicy.v5.i2.p1124-1135

Abstract

This study examines a sustainable tourism marketing strategy for Kupang City, NTT, which faces low tourist arrivals despite its significant potential. Using a qualitative approach, including in-depth interviews with 10 key informants and field observations, three main challenges were identified: suboptimal use of digital technology, limited local community involvement, and insufficient competence among tourism marketing human resources. The study proposes several recommendations, including an integrated digital marketing strategy, community empowerment programs, improved HR competencies, the development of a monitoring and evaluation system, and enhanced stakeholder collaboration. This research offers both theoretical and practical insights into sustainable tourism marketing strategies for small towns in developing countries, with important implications for policymakers and tourism industry stakeholders in Kupang City.
Co-Authors Ariawan, I Wayan Adi Putra Fallo, Padre Pio C. I. Lamoren, Damianus Sonny Sagala, Novalina Wulon, Leonardyah Boso