Title: DIGITAL MARKETING IN THE TRAVEL INDUSTRY AT LEADING TOURIST DESTINATIONS IN JAKARTA
Authors:
Pusparani, Novita Widyastuti, Ira Mayasari and Agus Riyadi
Abstract:
This research focuses on digital marketing strategies implemented to promote significant tourism destinations in Jakarta. Through a qualitative approach with case studies of eight leading destinations, such as Taman Impian Jaya Ancol and Taman Mini Indonesia Indah (TMII), the research aims to understand how these tourism destinations utilize digital platforms to increase their exposure and attractiveness. Research methods include direct observation and in-depth interviews with destination marketing officers, accompanied by analysis of their digital content. The results show that each destination has actively managed its official website and social media accounts to publish actual information, exciting photos, and promotional campaigns. They also use paid advertising on Google Ads and Facebook Ads to reach specific audiences and increase the number of visits. Visual content, such as photos and videos, is the primary strategy for attracting potential visitors and building a positive image of the destination. Despite facing challenges such as competition in SEO and changes in social media algorithms, digital marketing has proven effective in maintaining the competitiveness of Jakarta’s tourism destinations in the ever-growing digital era. By optimizing their online presence and producing relevant content, Jakarta tourism destinations can remain attractive to local and international tourists.
Keywords: Digital marketing, online promotion, social media, digital content management.
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