Integrating Marketing Strategy: Destination Image and Digital Marketing's Impact on Tourist Interest in Banyuwangi
Abstract
This study aims to analyze the effect of Destination Image and Digital Marketing on tourist interest in Banyuwangi as a tourism destination. This research was conducted using qualitative data analysis (QDAS) methods and data was collected through a survey of 150 respondents who visited tourist destinations in Banyuwangi. The results revealed that Destination Image and Digital Marketing play an important role in generating tourists’ interest to visit Banyuwangi. However, several aspects need to be improved in Banyuwangi Tourism's digital marketing strategy, such as improving the quality of digital content, collaboration between stakeholders, and increasing the target market. Strategic recommendations include further investment in creative and interactive social media campaigns, continuous updates to the destination's official website, and the development of mobile applications that add users' value. By implementing these recommendations, the government and tourism industry players can ensure that Banyuwangi continues to develop as an attractive and competitive tourist destination.
Keyword: Integrated Marketing Strategy; Destination Image; Digital Marketing; Tourist Interest
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References
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Camilleri, M. (2020). Higher education marketing communications in the digital era. Strategic Marketing of Higher Education in Africa. https://www.taylorfrancis.com/chapters/edit/10.4324/9780429320934-7/higher-education-marketing-communications-digital-era-mark-camilleri
Casais, B., & Monteiro, P. (2019). Residents’ involvement in city brand co-creation and their perceptions of city brand identity: A case study in Porto. Place Branding and Public Diplomacy. https://doi.org/10.1057/s41254-019-00132-8
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. books.google.com. https://books.google.com/books?hl=en&lr=&id=-1yGDwAAQBAJ&oi=fnd&pg=PT17&dq=integrated+marketing+strategy+brand+image+digital+marketing+tourist+interest&ots=XjPm5VhQ36&sig=Bpoc84en7TSoeAQ3wv6lX4-kBFU
Chen, Y., Kwilinski, A., Chygryn, O., Lyulyov, O., & ... (2021). The green competitiveness of enterprises: Justifying the quality criteria of digital marketing communication channels. In Sustainability. mdpi.com. https://www.mdpi.com/2071-1050/13/24/13679
Cheung, M. L., Pires, G. D., & ... (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. … and Business …. https://doi.org/10.1504/IJEBR.2019.098874
Febrian, A. W., Sandi, D. M. N., Amalia, F. R., & ... (2023). Mapping the Tourism Village Potential at Triangle of Diamond Banyuwangi. Journal of Social and …. http://journal.pencerah.org/index.php/jspi/article/view/122
Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business & Management. https://doi.org/10.1080/23311975.2020.1787733
Gon, M. (2021). Local experiences on Instagram: Social media data as source of evidence for experience design. Journal of Destination Marketing and Management, 19. https://doi.org/10.1016/j.jdmm.2020.100435
Juska, J. M. (2021). Integrated marketing communication: advertising and promotion in a digital world. books.google.com. https://books.google.com/books?hl=en&lr=&id=woxNEAAAQBAJ&oi=fnd&pg=PT18&dq=integrated+marketing+strategy+brand+image+digital+marketing+tourist+interest&ots=_6ib4O5K-B&sig=-rv-fD8fVcT5UTqW7gWmT54TF_E
Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & …. https://www.sciencedirect.com/science/article/pii/S2212571X16303031
Kingsnorth, S. (2022). Digital marketing strategy: an integrated approach to online marketing. books.google.com. https://books.google.com/books?hl=en&lr=&id=acdsEAAAQBAJ&oi=fnd&pg=PP1&dq=integrated+marketing+strategy+brand+image+digital+marketing+tourist+interest&ots=Zual40CFsO&sig=F3x6eGOlek94eW2m5wWP1nsqrJA
Kitsios, F., Kamariotou, M., Karanikolas, P., & Grigoroudis, E. (2021). Digital marketing platforms and customer satisfaction: Identifying eWOM using big data and text mining. Applied Sciences. https://www.mdpi.com/2076-3417/11/17/8032
Kushwaha, B. P., Singh, R. K., Varghese, N., & ... (2020). Integrating social media and digital media as new elements of integrated marketing communication for creating brand equity. In … & Communication. researchgate.net. https://www.researchgate.net/profile/Zinggara-Hidayat-2/publication/350639866_Data-Driven_Journalism_Based_on_Big-Data_Analytics_A_Model_Development_from_Indonesia’s_Experience/links/6070302692851c8a7bb38cbc/Data-Driven-Journalism-Based-on-Big-Data-Analytics-A-Model-Development-from-Indonesias-Experience.pdf#page=59
Lubis, L. (n.d.). Tourism Development Strategy in Kemiren Village in Banyuwangi. In European Proceedings of Social and Behavioural …. europeanproceedings.com. https://doi.org/10.15405/epsbs.2020.10.02.15
Malesev, S., & Cherry, M. (2021). Digital and social media marketing-growing market share for construction SMEs. Construction Economics and Building. https://doi.org/10.3316/informit.747666622867324
Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society. https://www.sciencedirect.com/science/article/pii/S0160791X20310162
Murniati, M., Maski, G., Noor, I., & Ekawaty, M. (2021). Identification of Tourism Potential and Investment Strategy-A Case Study of Banyuwangi Regency. Studies of Applied Economics. https://ojs.ual.es/ojs/index.php/eea/article/view/6003
Nakayama, C. (2021). FILM-INDUCED TOURISM STUDIES ON ASIA: A SYSTEMATIC LITERATURE REVIEW. Tourism Review International, 25(1), 63–78. https://doi.org/10.3727/154427220X16064144339156
Pambudi, P. S., & Hariandi, M. S. I. (2021). International Tour de Banyuwangi Ijen impacts to local community development in Ijen Crater–Banyuwangi. … of Convention & Event Tourism. https://doi.org/10.1080/15470148.2020.1856264
Pambudi, P. S., Nurhasan, P. D., & Kusnanik, D. N. W. (2020). Sustainable Sport Tourism Destination in Banyuwangi. In Scholars Bulletin. academia.edu. https://www.academia.edu/download/70496496/SB_67_182-188.pdf
Parmawati, R., Pangestuti, E., Wike, W., & ... (2020). development and sustainable tourism strategies in Red Islands Beach, Banyuwangi Regency. … of Indonesian Tourism …. https://jitode.ub.ac.id/index.php/jitode/article/view/400
Porcu, L., Barrio-García, S. del, Alcántara-Pilar, J. M., & ... (2019). Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of …. https://www.sciencedirect.com/science/article/pii/S0278431917309520
Priyo Purnomo, E., Aditya, F., Teguh Fathani, A., Salsabila, L., & Rachmawatie, D. (2021). Penta-Helix Approach as a Strategy to Recovery Tourism in Bali Due to Covid-19 Pandemic. Proceedings of the 11th International Conference on Information Communication and Management, 122–127.
Rahayu, S., & Hariadi, S. (2021). Brand Equity of Banyuwangi as a Natural Tourism Destination. 18th International Symposium on …. https://www.atlantis-press.com/proceedings/insyma-21/125958336
Rahman, A., Usman, I., & Irawan, M. E. (2022). Stakeholder Collaboration in Sustainable Tourism Development in Banyuwangi District. researchgate.net. https://www.researchgate.net/profile/Arief-Rahman-13/publication/360962142_Stakeholder_Collaboration_in_Sustainable_Tourism_Development_in_Banyuwangi_District/links/6398e784e42faa7e75bdbcbe/Stakeholder-Collaboration-in-Sustainable-Tourism-Development-in-Banyuwangi-District.pdf
Rasyid, S. B. A. B. D., Purnomo, E. P., Salsabila, L., & Fathani, A. T. (2022). Discurse Analysis of Online News on Green Economy an Blue Economy for Sustainable Development: The Case in Indonesia. Fronteiras, 11(1), 165–180. https://doi.org/10.21664/2238-8869.2022v11i1.p165-180
Rauschnabel, P. A., Babin, B. J., Dieck, M. C. tom, & ... (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business …. https://www.sciencedirect.com/science/article/pii/S0148296321010043
Riyadi, S. (2019). Digital marketing strategies to boost tourism economy: A case study of atlantis land Surabaya. repository.unitomo.ac.id. http://repository.unitomo.ac.id/3283/1/1672-Main Article Text-4050-1-10-20191007.pdf
Rodrigues, S., Correia, R., Gonçalves, R., Branco, F., & Martins, J. (2023). Digital Marketing’s Impact on Rural Destinations’ Image, Intention to Visit, and Destination Sustainability. Sustainability (Switzerland), 15(3). https://doi.org/10.3390/su15032683
Rosário, A., & Raimundo, R. (2021). Consumer marketing strategy and E-commerce in the last decade: a literature review. In Journal of theoretical and applied electronic …. mdpi.com. https://www.mdpi.com/0718-1876/16/7/164
Veiga, L. (2014). Economic crisis and the image of portugal as a tourist destination: The hospitality perspective. Worldwide Hospitality and Tourism Themes, 6(5), 475–479. https://doi.org/10.1108/WHATT-09-2014-0032
Wirahayu, Y. A., Purwito, H., & Insani, N. (2019). Community-based tourism management in Santen Beach, Banyuwangi. IOP Conference Series: Earth …. https://iopscience.iop.org/article/10.1088/1755-1315/243/1/012059/meta
Zulianto, M., Puji, R. P. N., Wiyoko, T., & ... (2020). Sustainable tourism in Bangsring Underwater Banyuwangi. IOP Conference Series …. https://iopscience.iop.org/article/10.1088/1755-1315/485/1/012046/meta
Published
2024-11-27
How to Cite
AHMADI, Raden Khaeru; PURNOMO, Eko Priyo; HADIYATI, Ernani.
Integrating Marketing Strategy: Destination Image and Digital Marketing's Impact on Tourist Interest in Banyuwangi.
Matrik : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan, [S.l.], p. 161 - 176, nov. 2024.
ISSN 2302-8890.
Available at: <https://ojs.unud.ac.id/index.php/jmbk/article/view/113413>. Date accessed: 31 jan. 2025.
doi: https://doi.org/10.24843/MATRIK:JMBK.2024.v18.i02.p06.
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
