Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal Journal of Management - Small and Medium Enterprises (SME's) Management Research Studies Journal
Gegung, Eunike
Unknown Affiliation
Computer Science & IT Economics, Econometrics & Finance Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
GUERILLA MARKETING : Gegung, Eunike
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 1 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i1.18490

Abstract

Despite the expansion of research on guerrilla marketing, the concept of this practice related to SMEs needs to be scrutinized more. This article highlights the benefits of guerrilla campaigns for small and medium-sized companies. The guerrilla marketing concept revolves around unconventional tactics to obtain maximum results with minimal costs. As its nature is emphasized on unusual and creative approaches this may help companies get their brand noticed and increase visibility. It also promotes customer engagement and targets specific audiences through the concept of “you” marketing where every word and idea is about meeting customer needs and wants. However, the outcome of guerrilla campaigns can only be desirable if the content is well received by its targeted audiences. This means the campaign's success does not rely on mind-blowing ideas but rather on proper social acceptance. This study used a literature review approach to analyze research problems and generate a rationale for the issue. The data were obtained through the use of secondary sources such as documents, academic journals, textbooks, media releases, articles, and online sources to gain useful information. Keywords: Guerrilla Marketing; SMEs; Benefits
Voluntourism: A Pathway to Sustainable Development or a Hidden Pitfall? Gegung, Eunike; Panggabean, Marisi
Management Research Studies Journal Vol. 6 No. 1 (2025): Management Research Studies Journal
Publisher : Institut Keuangan-Perbankan Dan Informatika Asia Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56174/mrsj.v6i1.858

Abstract

Voluntourism is the extension of responsible tourism or alternative tourism. Voluntourism is further reinforced by a belief that tourism allows community empowerment. It may revive and maintain the welfare of local communities through eco-travel experiences. Visitors may not compromise with undesirable attitudes, but serve as goodwill ambassadors and express their compassion towards local communities and the ecosystem of the destination attraction. However, is it true that this practice is as green as it is touted? This research aims to analyze the implications of voluntourism and focus on an array of triple-bottom-line concepts of sustainability, namely, economic development, socio-cultural inclusion, and environmental impact, and the scope of the practical standard of these ecotravel practices. This study adopts a library-based research methodology, with data examined through a descriptive qualitative approach to provide comprehensive and contextually grounded insights. This approach used constant comparative analysis when examining the data to meet the purpose of the study. The result showed there are multiple gaps in implementing volunteer tourism in practice. However, as there is no single significance of this concept, there are several alternative solutions that can be implemented. VTO's role could be one ultimate factor in increasing the effectiveness of volunteer tourism best practice in the area visited. Furthermore, fostering projects that may allow a process of co-creation and co-presence among locals, tourists, and volunteer tourism organizations, and a need to look at how volunteer tourism is perceived by locals through the involvement of locals in the decision-making process on how VT projects may impact their areas.
Co-Authors Panggabean, Marisi