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All Journal AdMathEdu : Jurnal Ilmiah Pendidikan Matematika, Ilmu Matematika dan Matematika Terapan Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah Manajemen "E M O R" Journal of Economicate Studies Business Innovation and Entrepreneurship Journal Imajiner: Jurnal Matematika dan Pendidikan Matematika Jurnal Konseling Pendidikan Islam Jurnal Sains Manajemen Gema Wisata Co-Creation : Jurnal Ilmiah Ekonomi Manajemen Akuntansi dan Bisnis Jurnal Konseling Pendidikan Islam Multifinance Pesona Pariwisata
Musafa Musafa
STP ARS Internasional
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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INTEGRATION OF PERSONALIZED, IMMERSIVE, AND MEMORABLE DIGITAL MARKETING INTO CAREER SERVICES FOR TOURISM STUDENTS Safitri Safitri; Musafa Musafa
Jurnal Konseling Pendidikan Islam Vol. 7 No. 2 (2026): Jurnal Konseling Pendidikan Islam
Publisher : LP2M IAI Al-Khairat Pamekasan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32806/jkpi.v7i2.1515

Abstract

The dynamic and experience-based nature of the tourism industry requires higher education graduates to possess comprehensive career readiness, encompassing not only technical competencies but also strong career engagement and meaning-making. However, career guidance services in higher education remain largely informational and insufficiently experience-oriented. This study aims to analyze the effects of integrating digital-based personalized, immersive, and memorable marketing approaches into career guidance services on career engagement and career readiness among tourism students. This study employed a quantitative survey design involving undergraduate students enrolled in tourism-related programs at higher education institutions. Data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) to examine the relationships among variables. The findings indicate that digital-based personalized, immersive, and memorable marketing significantly and positively influence students’ career engagement. Furthermore, career engagement was found to have a significant effect on career readiness and to function as a mediating variable that strengthens the influence of the three approaches. Among the three approaches, immersive marketing demonstrated the strongest effect on career engagement. These results highlight the importance of developing career guidance and counseling services that emphasize experiential learning, personalization, and emotional meaning through the effective use of digital technologies. Practically, this study provides valuable implications for higher education institutions and career counselors in designing innovative, adaptive, and student-centered career services to enhance graduates’ readiness to enter the tourism workforce.
Co-Authors Amzani, Keysya Azka Malika April Liyani , Dinda Dosinaen, Alexander Silvius AmaTupe Eka Purwanda, Eka Erlangga Brahmanto Febry Setiawan Filianti, Filianti Hary Hermawan Hernawan, Yosep Kesuma Dewi, Sri Wijaya Kesuma Dewi, Srie Wijaya Meli, Nurmaily Mufid, Zainal Mufid, Zainul Panji Nugroho, Tegar Putra, Reza Granada Rahmat Priyanto, Rahmat Rasto, Rasto Safitri Safitri Sopa Martina Sri Wijaya Kesuma Dewi Srie Wijaya Kesuma Dewi Srie Wijaya Kesuma Dewi Srie Wijaya Kesuma Dewi Srie Wijaya Kesuma Dewi Srie Wijaya Kesuma Dewi Suryana Suryana SYAHPUTRA, DANI Syarifuddin , Didin Tegar Panji Nugroho Tema Emiliana Zainul Mufid