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Integrating Marketing Strategy: Destination Image and Digital Marketing's Impact on Tourist Interest in Banyuwangi

Year: 2024

Type: article

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.

Source: Matrik Jurnal Manajemen Strategi Bisnis dan Kewirausahaan

DOI: 10.24843/matrik:jmbk.2024.v18.i02.p06

Authors: Raden Khaeru Ahmadi, Eko Priyo Purnomo, Ernani Hadiyati

Institutions: Universitas Bahaudin Mudhary Madura, Muhammadiyah University of Yogyakarta, Universitas Gajayana Malang

Language: English

Topic: Diverse Aspects of Tourism Research

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $98

OpenAlex ID: W4405217336

FWCI:

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