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DIGITAL MARKETING STRATEGIES TO BOOST TOURISM ECONOMY: A CASE STUDY OF ATLANTIS LAND SURABAYA
Corresponding Author(s) : Slamet Riyadi
Humanities & Social Sciences Reviews,
Vol. 7 No. 5 (2019): September
Abstract
Purpose: This research has a purpose to know how PT. Granting Jaya implementing a digital marketing strategy to promote the Atlantis Land Surabaya theme park in the field of one of the tourism services located in Surabaya city. The Mayor of Surabaya has established the Atlantis Land area as an integrated marine tourism area since 2017. Ria Kenjeran Beach (Kenjeran Park) previously managed by the Government of Surabaya.
Methodology: This study uses a qualitative approach and interview techniques for collecting material that is done with the question and answers verbally unilaterally face to face.
Main Finding: The results of the study found that PT. Granting Jaya prefers to use Social Media as a Digital Marketing Strategy is a way to promote a new brand, build preference, and increase the visitors of Atlantis Land Surabaya through Instagram Strategic Marketing.
Implications/ Applications: This research can have implications for the selection and use of promotions more precisely through social media. Because the novelty in this study can be applied to attracting the number of visitors in the world of tourism, especially in Surabaya and surrounding areas.
Keywords
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- Gilmore, J. H., & Pine, B. J. (2002). Customer experience places: The new offering frontier. Strategy & Leadership. https://doi.org/10.1108/10878570210435306 DOI: https://doi.org/10.1108/10878570210435306
- Hudson, S., & Thal, K. (2013). The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing. Journal of Travel and Tourism Marketing. https://doi.org/10.1080/10548408.2013.751276 DOI: https://doi.org/10.1080/10548408.2013.751276
- MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (2006). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research. https://doi.org/10.2307/3151660 DOI: https://doi.org/10.2307/3151660
- Mahardika, R. D., & Farida, F. (2019). Pengungkapan Diri pada Instagram Instastory. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies). https://doi.org/10.25139/jsk.v3i1.774 DOI: https://doi.org/10.25139/jsk.v3i1.774
- Moore, G. E. (2005). Excerpts from A Conversation with Gordon Moore: Moore’s Law. Intel.
- Panuju, R., Susilo, D., & Sugihartati, R. (2018). A Strategy for Competitive Broadcasting - Radio Community Networking in Tulungagung, Indonesia. https://doi.org/10.5220/0007331504670472 DOI: https://doi.org/10.5220/0007331504670472
- Pratt, S. (2015). The economic impact of tourism in SIDS. Annals of Tourism Research. https://doi.org/10.1016/j.annals.2015.03.005 DOI: https://doi.org/10.1016/j.annals.2015.03.005
- Rachmawati, I. N. (2007). Pengumpulan Data Dalam Penelitian Kualitatif: Wawancara. Jurnal Keperawatan Indonesia. https://doi.org/10.7454/jki.v11i1.184 DOI: https://doi.org/10.7454/jki.v11i1.184
- Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management. https://doi.org/10.1362/026725708x325977 DOI: https://doi.org/10.1362/026725708X325977
- Ruswanti, E., Gantino, R., & Sihombing, S. O. (2019). Predicting The Influence of Integrated Marketing Communication on Intention To Buy Organic Product: An Empirical Study. Humanities & Social Sciences Reviews. https://doi.org/10.18510/hssr.2019.735 DOI: https://doi.org/10.18510/hssr.2019.735
- Santoso, N. R., & Negoro, S. H. (2019). Public relations and tourism: finding public relations’ role in communicating tourist destination. Jurnal Studi Komunikasi, 3(2), 138–150. https://doi.org/10.25139/jsk.v3i2.1532 DOI: https://doi.org/10.25139/jsk.v3i2.1532
- Soebagyo, S. (2018). Strategi Pengembangan Pariwisata Di Indonesia. Liquidity. https://doi.org/10.32546/lq.v1i2.145 DOI: https://doi.org/10.32546/lq.v1i2.145
- Susilo, D, Prabowo, T. L., & Putranto, T. D. (2019). Communicating secure based feeling: Content analysis on indonesian police official account. International Journal of Engineering and Advanced Technology, 8(6), 2541–2543. https://doi.org/10.35940/ijeat.F8377.088619 DOI: https://doi.org/10.35940/ijeat.F8377.088619
- Susilo, Daniel, & Putranto, T. D. (2018). Indonesian Youth on Social Media: Study on Content Analysis. https://doi.org/10.2991/sshr-17.2018.15 DOI: https://doi.org/10.2991/sshr-17.2018.15
- Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development. https://doi.org/10.1108/JSBED-05-2013-0073 DOI: https://doi.org/10.1108/JSBED-05-2013-0073
- Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to Qualitative Research Methods: A Guidebook and Resource (4th Edition). In New York: John Wiley & Sons.
- Taylor, S. J., & Bogdan, R. (1992). Introducción a los métodos cualitativos de investigación. In Introducción a los métodos cualitativos de investigación.
- Tiago, M. T. P. M. B., & VerÃssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons. https://doi.org/10.1016/j.bushor.2014.07.002 DOI: https://doi.org/10.1016/j.bushor.2014.07.002
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- Wright, T. (2015). Water, Tourism, and Social Change: A Discussion of Environmental Perceptions in Bali. Jurnal Kajian Bali.
References
Gilmore, J. H., & Pine, B. J. (2002). Customer experience places: The new offering frontier. Strategy & Leadership. https://doi.org/10.1108/10878570210435306 DOI: https://doi.org/10.1108/10878570210435306
Hudson, S., & Thal, K. (2013). The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing. Journal of Travel and Tourism Marketing. https://doi.org/10.1080/10548408.2013.751276 DOI: https://doi.org/10.1080/10548408.2013.751276
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (2006). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research. https://doi.org/10.2307/3151660 DOI: https://doi.org/10.2307/3151660
Mahardika, R. D., & Farida, F. (2019). Pengungkapan Diri pada Instagram Instastory. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies). https://doi.org/10.25139/jsk.v3i1.774 DOI: https://doi.org/10.25139/jsk.v3i1.774
Moore, G. E. (2005). Excerpts from A Conversation with Gordon Moore: Moore’s Law. Intel.
Panuju, R., Susilo, D., & Sugihartati, R. (2018). A Strategy for Competitive Broadcasting - Radio Community Networking in Tulungagung, Indonesia. https://doi.org/10.5220/0007331504670472 DOI: https://doi.org/10.5220/0007331504670472
Pratt, S. (2015). The economic impact of tourism in SIDS. Annals of Tourism Research. https://doi.org/10.1016/j.annals.2015.03.005 DOI: https://doi.org/10.1016/j.annals.2015.03.005
Rachmawati, I. N. (2007). Pengumpulan Data Dalam Penelitian Kualitatif: Wawancara. Jurnal Keperawatan Indonesia. https://doi.org/10.7454/jki.v11i1.184 DOI: https://doi.org/10.7454/jki.v11i1.184
Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management. https://doi.org/10.1362/026725708x325977 DOI: https://doi.org/10.1362/026725708X325977
Ruswanti, E., Gantino, R., & Sihombing, S. O. (2019). Predicting The Influence of Integrated Marketing Communication on Intention To Buy Organic Product: An Empirical Study. Humanities & Social Sciences Reviews. https://doi.org/10.18510/hssr.2019.735 DOI: https://doi.org/10.18510/hssr.2019.735
Santoso, N. R., & Negoro, S. H. (2019). Public relations and tourism: finding public relations’ role in communicating tourist destination. Jurnal Studi Komunikasi, 3(2), 138–150. https://doi.org/10.25139/jsk.v3i2.1532 DOI: https://doi.org/10.25139/jsk.v3i2.1532
Soebagyo, S. (2018). Strategi Pengembangan Pariwisata Di Indonesia. Liquidity. https://doi.org/10.32546/lq.v1i2.145 DOI: https://doi.org/10.32546/lq.v1i2.145
Susilo, D, Prabowo, T. L., & Putranto, T. D. (2019). Communicating secure based feeling: Content analysis on indonesian police official account. International Journal of Engineering and Advanced Technology, 8(6), 2541–2543. https://doi.org/10.35940/ijeat.F8377.088619 DOI: https://doi.org/10.35940/ijeat.F8377.088619
Susilo, Daniel, & Putranto, T. D. (2018). Indonesian Youth on Social Media: Study on Content Analysis. https://doi.org/10.2991/sshr-17.2018.15 DOI: https://doi.org/10.2991/sshr-17.2018.15
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development. https://doi.org/10.1108/JSBED-05-2013-0073 DOI: https://doi.org/10.1108/JSBED-05-2013-0073
Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to Qualitative Research Methods: A Guidebook and Resource (4th Edition). In New York: John Wiley & Sons.
Taylor, S. J., & Bogdan, R. (1992). Introducción a los métodos cualitativos de investigación. In Introducción a los métodos cualitativos de investigación.
Tiago, M. T. P. M. B., & VerÃssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons. https://doi.org/10.1016/j.bushor.2014.07.002 DOI: https://doi.org/10.1016/j.bushor.2014.07.002
Windriati, A. R., Darmawan, A., & Romadhan, M. I. (2019). Peran Public Relations Dalam Membangun CItra DI Atlantis Land Surabaya. Representamen. https://doi.org/10.30996/representamen.v5i1.2394 DOI: https://doi.org/10.30996/representamen.v5i1.2394
Wright, T. (2015). Water, Tourism, and Social Change: A Discussion of Environmental Perceptions in Bali. Jurnal Kajian Bali.