Pengelolaan E-Marketing Pariwisata:(Studi kasus Pemanfaatan Internet dalam Pemasaran Pariwisata oleh Dinas Pariwisata Daerah Istimewa Yogyakarta)

Andina Triana Putri, Ely Susanto

2016 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT The development of the tourism sector is influenced by marketing management are performed. Tourism is a sector that requires global marketing strategy that has a broad scope, effective, efficient, and sustainable. One of the efforts in tourism marketing is through the internet or e-marketing. E-marketing management consists of six stages, they are analyzing the situation, define objectives, define strategies, determining tactics, action, and control. The author here aims to determine tourism e-marketing process conducted by the Department of Tourism DIY by six steps above and to know the factors influencing the success and constraints faced by the Department. Based on the data obtained through interviews and direct observation of the website and media sosial, it can be seen that the Department of Tourism DIY in conducting tourism marketing through the internet has been following the sixth stage of the e-marketing management although in practice there is still a shortage. However, there are some processes that are not adapted such as goal setting of e-marketing as an effort to reduce marketing costs and determine of marketing tactics in pricing because Department of Tourism has not touched the realm of purchase transactions directly through the website. Although e-marketing DIY tourism has been able to achieve success as measured by indicators of access, activity, being part of the community, the media coverage, and the demand for cross-link but the intensity tend to be minimal. The success of e-marketing DIY tourism is driven by several factors, including the availability of budget, innovation, and partnerships. But there is also a shortage caused by inhibiting factor is the lack of strategic thinking, lack of human resources, lack of coordination and promotion less effective and sustainable. Based on these data, it can be concluded that the management of e-marketing is done by the Department of Tourism DIY has been successful in terms of concept and design, but for management can not be done optimaly. It is highly influenced by the lack of human resources with competence so that DIY e-marketing of tourism received less attention from the public as evidenced by the low number of visitors and followers of media sosial. Keywords: e-marketing, e-marketing management, tourism.

Kata Kunci : Pariwisata - Yogyakarta