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All Journal YUME : Journal of Management Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Riset Bisnis dan Manajemen Jurnal Ekonomi Journal Of Human And Education (JAHE) Escalate : Economics and Business Journal
Suprianto, Ghalib
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Escalate : Economics and Business Journal

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Boosting Tourism in South Coastal Areas: Strategic Marketing for Sustainable Growth Alfadillah Nasution, Rizki; Suprianto, Ghalib; Fii Ahsani, Riska
Escalate : Economics and Business Journal Vol. 2 No. 03: Creative Resilience and Market Innovation: Strategies for Sustainable Business Growth
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i02.125

Abstract

This research investigates the interrelationships among destination branding, marketing innovation, tourist perception, and tourism growth within the context of tourist attractions in the South Coastal region during the Idul Fitri celebration in 2023. Utilizing a quantitative methodology and a random sampling technique, data were collected from 367 respondents aged 17 to 25 years. The results indicate that destination branding significantly influences both tourism growth and tourist perception, while marketing innovation plays a pivotal role in enhancing destination branding and tourist perception. Notably, although marketing innovation directly impacts tourist perception, its effect on tourism growth is less pronounced. The study underscores the importance of effective branding and innovative marketing strategies in promoting sustainable tourism development, providing valuable insights for stakeholders aiming to enhance destination appeal and drive growth in the tourism sector.
Co-Authors Alfadillah Nasution, Rizki Cucu Hodijah Farih, Muhamad Fii Ahsani, Riska Hendrayani, Eka I Wayan Sudarsana Indalestari, Wa Ode Dien Jaenuddin, Arsyad Mahrani, Sri Wiyati Mariani Mariani Naim, Ifin Nasution, Rizki Alfadillah Nur Aisyah Nurul Arifin Patulak, Lucia Evianti Prayudi, Niantoro Sutrisno, Deri Rajuddin, Wa Ode Nursaadha Ridha Taurisma Lajaria Riska Fii Ahsani Suryathi, Wayan Tarigan, Miska Irani Titop, Herman Zainuddin, Muhammad Zabir