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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business Dinasti International Journal of Digital Business Management International Journal of Educational Review, Law And Social Sciences (IJERLAS) Jurnal Manajemen Jurnal Ilmu Sosial dan Humaniora Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah JURNAL RUMPUN MANAJEMEN DAN EKONOMI PENG: Jurnal Ekonomi dan Manajemen Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Puji Yuniarti
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Religion Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Journal : Dinasti International Journal of Digital Business Management

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Key Factors for Digital Marketing Adoption in the Tourism Industry: Case Study of the Mandalika Special Economic Zone Dede Suleman; Puji Yuniarti; Raden Ati Haryati; Dede Mustomi; Joko Ariawan; Wiwin Wianti
Dinasti International Journal of Digital Business Management Vol. 5 No. 6 (2024): Dinasti International Journal of Digital Business Management (October-November
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijdbm.v5i6.3485

Abstract

The tourism industry is a very dynamic and competitive sector, where the adoption of digital technology is the key to increasing competitiveness and operational efficiency. The Mandalika Special Economic Zone (KEK), as one of the leading tourism destinations in Indonesia, faces challenges and opportunities in adopting digital marketing to attract tourists and investment. This research aims to identify key factors that influence digital marketing adoption in the Mandalika SEZ using a technology–organization–environment (TOE) framework. Based on data collected from 310 respondents through an online survey, the research results show that compatibility, entrepreneurship, competitive pressure, changes in the digital environment, and shortage of human resources have a significant influence on digital marketing adoption. Compatibility was found to be the most significant factor influencing digital marketing adoption, while relative advantage and complexity had no significant influence. These results provide practical and theoretical insights for stakeholders in the tourism industry to implement effective and efficient digital marketing strategies. In this way, the Mandalika SEZ can maximize its potential as a world-class tourism destination and contribute to regional and national economic growth.
Co-Authors Agung Dharmawan Buchdadi Andy Andy Aprillia Bima Erlangga Dede Mustomi Dede Suleman Erlangga, Bima Erlangga Haryo Kuncoro Wiralaga Ida Noviati Kusuma Iwan Asmadi Joko Ariawan MUHAMMAD YUSUF Raden Ati Haryati Rajwa Rajendra Sudarsana Ratih Setyo Rini Riswandi Riswandi Roy Irawan Roydawaty Sri Indah Nikensari Wisnu Jaya Lutfiansyah Wiwin Wianti, Wiwin Zahra Zahra