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All Journal Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset
Agus Yusrizal Bakri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Implementasi Digital Marketing Dalam Pemasaran Pariwisata Hutan Kota “Punti Kayu” Di Palembang Agus Yusrizal Bakri; Loren Diaz Lintang; Juwita Puja Anggraini; Tata Sutabri
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 2 No. 1 (2024): Januari : Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v2i1.497

Abstract

Tourism is now a sector that is experiencing rapid growth supported by developments in information and communication technology. One of the potential tourism destinations in Palembang is the "Punti Kayu" City Forest. However, marketing is still less than optimal. This research aims to explore the implementation of digital marketing in increasing tourist visits to the "Punti Kayu" City Forest. Through a qualitative approach, data is collected through observation, interviews and documentation studies. The results show that digital marketing plays an important role in increasing the visibility of the "Punti Kayu" City Forest in the eyes of the public, especially the younger generation. Social media content strategies, promotion through influencers, and search engine optimization (SEO) are implemented to increase brand awareness and visits. Obstacles such as lack of resources and training become obstacles in its implementation. However, with cooperation between stakeholders and the use of appropriate technology, the potential of the "Punti Kayu" City Forest as a leading tourist destination in Palembang can be achieved. The implementation of digital marketing in tourism marketing for the "Punti Kayu" City Forest shows that technological adaptation in the tourism sector is a necessity in the current digital era.
Co-Authors Juwita Puja Anggraini Loren Diaz Lintang Tata Sutabri