IDEAS home Printed from https://ideas.repec.org/a/ags/aolpei/348994.html
   My bibliography  Save this article

Digital Marketing Strategy Development for Recovery Ecotourism Visit After COVID-19 Pandemic: A Comparison Study on BJBR and Kampung Blekok Mangrove Ecotourism, Indonesia

Author

Listed:
  • Abidin, Zainal
  • Rahmad, Virda Faradila
  • Hamid, Siti Ngayesah Ab
  • Anandya, Asyifa
  • Purwanti, Pudji
  • Sofiati, Dwi
  • Wardani, Mentari Puspa
  • Supriyadi, Supriadi

Abstract

Ecotourism is a form of tourism that can help overcome the problem of low welfare of local communities. The digital cultural transformation that occurred in the era of revolution 4.0, especially during the COVID-19 pandemic, was able to change the entire cycle of the tourism ecosystem. Besides, several ecotourism experiences have experienced a significant decline in tourist visits, including Bee Jay Bakau Resort and Kampung Blekok ecotourism. This research aims to develop a digital marketing strategy for ecotourism at Bee Jay Bakau Resort and Kampung Blekok to restore visitation levels after the COVID-19 pandemic. This research uses a qualitative approach with SWOT analysis and is quantitatively calculated using the Quantitative Strategic Planning Matrix (QSPM). Data were collected through interviews with ecotourism managers including marketing employees, and HRD managers; visitors, local communities, Tourism Awareness Groups, and the Environmental Service (DLH). Also, direct observation of the ecotourism conditions studied, documentation, and literature studies. The research results show that the strengths and opportunities of BJBR and Kampung Blekok are greater than the weaknesses and threats, so the strategy formulated is aggressive (growth-oriented strategy). The strategic priority lies in optimizing the use of information technology and social media as promotional media, especially the frequency of promotions. The strategy used is none other than to increase the value of ecotourism as a form of growth so that it can compete with other ecotourism in returning the level of tourist visits after the COVID-19 pandemic.

Suggested Citation

  • Abidin, Zainal & Rahmad, Virda Faradila & Hamid, Siti Ngayesah Ab & Anandya, Asyifa & Purwanti, Pudji & Sofiati, Dwi & Wardani, Mentari Puspa & Supriyadi, Supriadi, 2024. "Digital Marketing Strategy Development for Recovery Ecotourism Visit After COVID-19 Pandemic: A Comparison Study on BJBR and Kampung Blekok Mangrove Ecotourism, Indonesia," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 16(4), December.
    • Handle: RePEc:ags:aolpei:348994
    DOI: 10.22004/ag.econ.348994
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/348994/files/632_agris-on-line-4-2024-abidin-rahmad-hamid-anandya-purwanti-sofiati-wardani-supriyadi.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.348994?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Aikaterini Papapostolou & Charikleia Karakosta & Georgios Apostolidis & Haris Doukas, 2020. "An AHP-SWOT-Fuzzy TOPSIS Approach for Achieving a Cross-Border RES Cooperation," Sustainability, MDPI, vol. 12(7), pages 1-28, April.
    2. Emmanuel Bruce & Zhao Shurong & Du Ying & Meng Yaqi & John Amoah & Sulemana Bankuoru Egala, 2023. "The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana," Sustainability, MDPI, vol. 15(6), pages 1-24, March.
    3. Mele, Emanuele & Filieri, Raffaele & De Carlo, Manuela, 2023. "Pictures of a crisis. Destination marketing organizations’ Instagram communication before and during a global health crisis," Journal of Business Research, Elsevier, vol. 163(C).
    4. Nickerson, Norma Polovitz & Jorgenson, Jake & Boley, B. Bynum, 2016. "Are sustainable tourists a higher spending market?," Tourism Management, Elsevier, vol. 54(C), pages 170-177.
    5. Omkar Joshi & Rajan Parajuli & Gehendra Kharel & Neelam C Poudyal & Eric Taylor, 2018. "Stakeholder opinions on scientific forest management policy implementation in Nepal," PLOS ONE, Public Library of Science, vol. 13(9), pages 1-15, September.
    6. Muhammad Muddassar Khan & Muhammad Siddique & Muhammad Yasir & Muhammad Imran Qureshi & Nohman Khan & Muhammad Zulqarnain Safdar, 2022. "The Significance of Digital Marketing in Shaping Ecotourism Behaviour through Destination Image," Sustainability, MDPI, vol. 14(12), pages 1-18, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Eleni Kilipiri & Eugenia Papaioannou & Iordanis Kotzaivazoglou, 2023. "Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    2. Janja Rudolf & Andrej Udovč, 2022. "Introducing the SWOT Scorecard Technique to Analyse Diversified AE Collective Schemes with a DEX Model," Sustainability, MDPI, vol. 14(2), pages 1-19, January.
    3. repec:hal:journl:hal-04779129 is not listed on IDEAS
    4. Philip R. Walsh & Rachel Dodds & Julianna Priskin & Jonathon Day & Oxana Belozerova, 2021. "The Corporate Responsibility Paradox: A Multi-National Investigation of Business Traveller Attitudes and Their Sustainable Travel Behaviour," Sustainability, MDPI, vol. 13(8), pages 1-20, April.
    5. Maraseni, Tek & Poudyal, Bishnu Hari & Aryal, Kishor & Laudari, Hari Krishna, 2022. "Impact of COVID-19 in the forestry sector: A case of lowland region of Nepal," Land Use Policy, Elsevier, vol. 120(C).
    6. Liu, Xiao & Li, Ming-Yang, 2024. "Sustainable service product design method: Focus on customer demands and triple bottom line," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    7. Aryal, Kishor & Laudari, Hari Krishna & Maraseni, Tek & Pathak, Bhoj Raj, 2022. "Navigating policy debates of and discourse coalitions on Nepal's Scientific Forest Management," Forest Policy and Economics, Elsevier, vol. 141(C).
    8. Georgia J Riggs & Omkar Joshi & Scott R Loss, 2022. "Stakeholder perceptions of bird-window collisions," PLOS ONE, Public Library of Science, vol. 17(2), pages 1-20, February.
    9. Sánchez Fernández, Raquel & Iniesta-Bonillo, M. Ángeles & Cervera-Taulet, Amparo, 2019. "Exploring the concept of perceived sustainability at tourist destinations: a market segmentation approach," MPRA Paper 123151, University Library of Munich, Germany.
    10. Juan Ignacio Pulido-Fernández & Yaiza López-Sánchez, 2016. "Are Tourists Really Willing to Pay More for Sustainable Destinations?," Sustainability, MDPI, vol. 8(12), pages 1-20, November.
    11. Adongo, Charles A. & Taale, Francis & Adam, Issahaku, 2018. "Tourists' values and empathic attitude toward sustainable development in tourism," Ecological Economics, Elsevier, vol. 150(C), pages 251-263.
    12. Büyüközkan, Gülçin & Havle, Celal Alpay & Feyzioğlu, Orhan, 2021. "An integrated SWOT based fuzzy AHP and fuzzy MARCOS methodology for digital transformation strategy analysis in airline industry," Journal of Air Transport Management, Elsevier, vol. 97(C).
    13. Kwabena Abrokwah-Larbi, 2024. "The nexus between customer value analytics and SME performance in emerging market: a resource-based view perspective," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 14(1), pages 1-20, December.
    14. Nicolae Marius Jula & Gabriel Ilie Staicu & Liviu Cătălin Moraru & Dumitru Alexandru Bodislav, 2024. "Toward a Sustainable Development of E-Commerce in EU: The Role of Education, Internet Infrastructure, Income, and Economic Freedom on E-Commerce Growth," Sustainability, MDPI, vol. 16(9), pages 1-21, May.
    15. Mauricio Carvache-Franco & Conrado Carrascosa-López & Wilmer Carvache-Franco, 2022. "Market Segmentation by Motivations in Ecotourism: Application in the Posets-Maladeta Natural Park, Spain," Sustainability, MDPI, vol. 14(9), pages 1-18, April.
    16. Tudoran, Ana Alina & Hjerrild Thomsen, Charlotte & Thomasen, Sophie, 2024. "Understanding consumer behavior during and after a Pandemic: Implications for customer lifetime value prediction models," Journal of Business Research, Elsevier, vol. 174(C).
    17. Madjid Tavana & Akram Shaabani & Francisco Javier Santos-Arteaga & Iman Raeesi Vanani, 2020. "A Review of Uncertain Decision-Making Methods in Energy Management Using Text Mining and Data Analytics," Energies, MDPI, vol. 13(15), pages 1-23, August.
    18. Mauricio Carvache-Franco & Wilmer Carvache-Franco & Ana Gabriela Víquez-Paniagua & Orly Carvache-Franco & Allan Pérez-Orozco, 2021. "The Role of Motivations in the Segmentation of Ecotourism Destinations: A Study from Costa Rica," Sustainability, MDPI, vol. 13(17), pages 1-18, September.
    19. Fieger, Peter & Prayag, Girish & Hall, C. Michael & Rice, John & Gössling, Stefan, 2021. "When staying long enough is enough?," Annals of Tourism Research, Elsevier, vol. 87(C).
    20. Svetla Stoilova & Nolberto Munier, 2021. "Analysis of Policies of Railway Operators Using SWOT Criteria and the SIMUS Method: A Case for the Bulgarian Railway Network," Sustainability, MDPI, vol. 13(12), pages 1-21, June.
    21. Mukeshimana, Marie Claire & Zhao, Zhen-Yu & Nshimiyimana, Jean Pierre, 2021. "Evaluating strategies for renewable energy development in Rwanda: An integrated SWOT – ISM analysis," Renewable Energy, Elsevier, vol. 176(C), pages 402-414.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:aolpei:348994. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/fevszcz.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.