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All Journal GEA, Jurnal Pendidikan Geografi Tourism Scientific Journal JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Mekar Manajemen dan Pariwisata Majority Science Journal West Science Nature and Technology Journal of Dialogos
Hadi Mulyana
Sekolah Tinggi Ilmu Ekonomi Pariwisata YAPARI Bandung
Arts Humanities Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Majority Science Journal

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An Analysis of Tourism Promotion Strategies: Enhancing Destination Competitiveness through Creative Mulyana, Hadi
MSJ : Majority Science Journal Vol. 3 No. 2 (2025): MSJ-MAY
Publisher : PT. Hafasy Dwi Nawasena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61942/msj.v3i2.373

Abstract

This article analyzes tourism promotion strategies by focusing on the role of creative marketing in enhancing destination competitiveness. The rapid development of digital technology has shifted promotional efforts from conventional models to more participatory, story-driven, and community-based approaches. Employing a qualitative-descriptive method with a case study design, this study draws on data collected from key tourism destinations in Indonesia, including Pangandaran, Labuan Bajo, and Nglanggeran Village. Data analysis followed a thematic approach using manual coding to identify patterns in promotional practices and community engagement. Findings reveal that active participation of local communities particularly MSMEs as digital content creators significantly expands promotional reach while strengthening cultural identity and local economic resilience. The integration of the PESO model (Paid, Earned, Shared, Owned) with digital storytelling, user-generated content (UGC), and cross-stakeholder collaboration contributes to building a distinctive and emotionally resonant destination image. This study contributes to the theoretical discourse on tourism marketing by offering an integrative framework that connects digital creative strategies with grassroots promotional dynamics, providing new insights into sustainable and community-embedded tourism branding.
Co-Authors Andhika Chandra Lesmana Anti Riyanti Apay Safari Edison, Emron Enok Maryani fajri, khoirul Ibrahim, Mozart Malik Jefri Putri Nugraha Larisu, Zulfiah Meisya Auliyaa, Dwi Nurbakti, Rezky Nurhayati, Ainun Pradipta, Made Prasta Yostitia Ramdhani, Fauzi Santosa, Muhammad Hery Sri Purwati, Sri Valencia, Regina Zia Kemala Zia Kemala