Digital Marketing Strategy In Tourism Village Development In The Covid-19 Pandemic: A Case Study In The Ngargoretno Tourism Village, Magelang Regency

SRI AJENG LARASATI, I Made Krisnajaya, SIP,M.Pol.,Admin.

2022 | Skripsi | S1 MANAJEMEN DAN KEBIJAKAN PUBLIK

Digital marketing menjadi salah satu strategi para pelaku industri pariwisata untuk tetap bertahan di masa pandemi Covid-19. Pemanfaatan teknologi dapat dimanfaatkan oleh berbagai lapisan masyarakat, dari yang muda sampai yang tua. Oleh karena itu, digital marketing dapat digunakan untuk berbagai hal, salah satunya menjadi sarana pemasaran dan pengembangan desa wisata. Salah satu desa wisata yang juga tengah mencari cara untuk mengoptimalkan pemanfaatan digital marketing adalah Desa Wisata Ngargoretno. Penelitian ini menggunakan metode kualitatif dan dianalisis dengan metode SOSTAC dalam menghasilkan strategi. Pendekatan kualitatif mengambil data dari 5 orang yang berhasil diwawancarai. Penelitian ini bertujuan untuk menghasilkan strategi digital marketing pengembangan Desa Wisata Ngargoretno di masa transisi Covid-19, serta bagaimana mengoptimalkannya. Hasil penelitian ini menunjukkan bahwa dibutuhkan aktivasi dan integrasi seluruh media sosial yang dimiliki oleh Desa Wisata Ngargoretno, antara lain Website, SEO, Online advertising, Email marketing, dan Video Marketing.

Digital marketing is one of the strategies for tourism industry players to survive during the Covid-19 pandemic. The use of technology can be used by various levels of society, from the young to the elderly. Therefore, digital marketing can be used for multiple things, one of which is being a means of marketing and developing tourist villages. One of the tourist villages that is also looking for ways to optimize the use of digital marketing is the Tourism Village of Ngargoretno. This study used qualitative methods and analyzed with the SOSTAC method in generated strategies. The qualitative approach took data from 5 interviewees who were successfully interviewed. This study aimed to produce a digital marketing strategy for the development of the Ngargoretno Tourism Village in the Covid-19 transition period, as well as how to optimize it. The results of this study indicated that it takes activation and integration of all social media owned by the Tourism Village of Ngargoretno, including Website, SEO, Online advertising, Email marketing, and Video Marketing.

Kata Kunci : Digital Marketing Strategy, SOSTAC, Covid-19, Ngargoretno Tourism Village, Tourism Village Development