TOURISM DESTINATION PROMOTION THROUGH SOCIAL MEDIA : A CONTENT STUDY OF DMO GORONTALO
Keywords:
DMO, Social Media, Promotion, Tourism
Abstract
The promotion of tourism destinations via social media has significantly increased in the contemporary tourism industry. This paradigm shift is driven by advancements in information technology and the growing utilization of social media platforms. However, in Gorontalo region, particularly in Tomini Bay area, social media has not been fully leveraged by the Destination Marketing Organization (DMO) to market the region’s potential tourist attractions. Therefore, this study aims to evaluate the promotional content of tourism destinations in Tomini Bay area by the DMO on social media platforms, specifically Facebook and Instagram, as well as to understand tourists’ perceptions and responses to these promotional strategies. The research employs a mixed-method approach through content analysis and online surveys. The findings provide in-depth insights into the promotional strategies employed by DMO’s Gorontalo, tourists’ responses to these strategies, and recommendations for enhancing effective tourism promotion strategies. The study reveals that social media has not been utilized consistently and optimally by DMO Gorontalo which impacting the achievement of its tourism promotion objectives. To improve the effectiveness of tourism promotion strategies, several aspects need to be addressed, including: (1) consistency and frequency of promotional content uploads; (2) diversification of promotional content; and (3) optimization of user-generated content.
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Tohop, R., Aneta, Y., Hulinggi, P. A., & Ahmad, M. (2024). Tourism Development Policy in Tomini Bay Area Gorontalo, Indonesia. KnE Social Sciences, 649–663. https://doi.org/10.18502/kss.v9i7.15537
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van Nuenen, T., & Scarles, C. (2021). Advancements in technology and digital media in tourism. Tourist Studies, 21(1), 119–132. https://doi.org/10.1177/1468797621990410
Wang, Y., Yu, Q., & Fesenmaier, D. R. (2002). Defining the virtual tourist community: Implications for tourism marketing. Tourism Management, 23(4), 407–417. https://doi.org/10.1016/S0261-5177(01)00093-0
Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188. https://doi.org/10.1016/j.tourman.2009.02.016
Yuan, F., & Vui, C. N. (2024). The Influence of Destination Image on Tourists’ Behavioural Intentions: Explore How Tourists’ Perceptions Of A Destination Affect Their Intentions To Visit, Revisit, Or Recommend It To Others. Educational Administration: Theory and Practice, 30(5), Article 5. https://doi.org/10.53555/kuey.v30i5.2833
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27–36. https://doi.org/10.1016/j.tmp.2014.01.001
Arkansyah, M., Prasetyo, D., & Amina, N. W. R. (2021). Utilization of Tik Tok Social Media as A Media for Promotion of Hidden Paradise Tourism in Indonesia (SSRN Scholarly Paper 3830415). https://doi.org/10.2139/ssrn.3830415
Bieger, T., Beritelli, P., & Laesser, C. (2009). Size matters! - Increasing DMO effectiveness and extending tourist destination boundaries. Tourism: An International Interdisciplinary Journal, 57(3), 309–327.
Buhalis, D. (2020). Drivers of e-Tourism. In Z. Xiang, M. Fuchs, U. Gretzel, & W. Höpken (Eds.), Handbook of e-Tourism (pp. 1–17). Springer International Publishing. https://doi.org/10.1007/978-3-030-05324-6_6-1
Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism Management, 29(4), 609–623. https://doi.org/10.1016/j.tourman.2008.01.005
Chu, S.-C., Deng, T., & Cheng, H. (2020). The role of social media advertising in hospitality, tourism and travel: A literature review and research agenda. International Journal of Contemporary Hospitality Management, 32(11), 3419–3438. https://doi.org/10.1108/IJCHM-05-2020-0480
Devasia, D., & P. V., S. K. (2022). Promotion of Tourism Using Digital Technology: An Analysis of Kerala Tourism. In A. Hassan (Ed.), Handbook of Technology Application in Tourism in Asia (pp. 403–422). Springer Nature. https://doi.org/10.1007/978-981-16-2210-6_19
Feng, R., Morrison, A. M., & Ismail, J. A. (2004). East versus West: A comparison of online destination marketing in China and the USA. Journal of Vacation Marketing, 10(1), 43–56. https://doi.org/10.1177/135676670301000105
Gretzel, U., & Yoo, K. H. (2008). Use and Impact of Online Travel Reviews. In P. O’Connor, W. Höpken, & U. Gretzel (Eds.), Information and Communication Technologies in Tourism 2008 (pp. 35–46). Springer. https://doi.org/10.1007/978-3-211-77280-5_4
Gretzel, U., Yuan, Y.-L., & Fesenmaier, D. R. (2000). Preparing for the New Economy: Advertising Strategies and Change in Destination Marketing Organizations. Journal of Travel Research, 39(2), 146–156. https://doi.org/10.1177/004728750003900204
Harahap, E. P., Purnomo, H. D., Iriani, A., Sembiring, I., & Nurtino, T. (2024). Trends in sentiment of Twitter users towards Indonesian tourism: Analysis with the k-nearest neighbor method. Computer Science and Information Technologies, 5(1), Article 1. https://doi.org/10.11591/csit.v5i1.p19-28
Hardiansyah, H., & Ernawadi, Y. (2024). Destination Image dan Place Attachment Sebagai Anteseden Destination Loyalty Wisatawan Pantai Pangandaran Jawa Barat. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), Article 1. https://doi.org/10.31955/mea.v8i1.3750
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: Its use by national tourism organisations. Current Issues in Tourism, 16(3), 211–239. https://doi.org/10.1080/13683500.2012.662215
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kumar, P., Mishra, J. M., & Rao, Y. V. (2022). Analysing tourism destination promotion through Facebook by Destination Marketing Organizations of India. Current Issues in Tourism, 25(9), 1416–1431. https://doi.org/10.1080/13683500.2021.1921713
Kusuma, C. A., & Abid, A. (2022). Developing a Digital-Based Marketing Strategy to Promote Beach Attractions in Indonesia: A Case of Botutonuo Beach in Gorontalo. European Journal of Management Issues, 30(4), Article 4. https://doi.org/10.15421/192219
Li, X., & Wang, Y. (2010). Evaluating the effectiveness of destination marketing organisations’ websites: Evidence from China. International Journal of Tourism Research, 12(5), 536–549. https://doi.org/10.1002/jtr.772
Liu, X., Mehraliyev, F., Liu, C., & Schuckert, M. (2020). The roles of social media in tourists’ choices of travel components. Tourist Studies, 20(1), 27–48. https://doi.org/10.1177/1468797619873107
Lu, Y. (Tracy), Chen, Z. (Wade), & Law, R. (2018). Mapping the progress of social media research in hospitality and tourism management from 2004 to 2014. Journal of Travel & Tourism Marketing, 35(2), 102–118. https://doi.org/10.1080/10548408.2017.1350249
Mariani, M. (2020). Web 2.0 and Destination Marketing: Current Trends and Future Directions. Sustainability, 12(9), Article 9. https://doi.org/10.3390/su12093771
McCreary, A., Seekamp, E., Davenport, M., & Smith, J. W. (2020). Exploring qualitative applications of social media data for place-based assessments in destination planning. Current Issues in Tourism, 23(1), 82–98. https://doi.org/10.1080/13683500.2019.1571023
Morrison, A. M. (2013). Marketing and Managing Tourism Destinations. Routledge. https://doi.org/10.4324/9780203081976
Narangajavana, Y., Callarisa Fiol, L. J., Moliner Tena, M. Á., Rodríguez Artola, R. M., & Sánchez García, J. (2017). The influence of social media in creating expectations. An empirical study for a tourist destination. Annals of Tourism Research, 65, 60–70. https://doi.org/10.1016/j.annals.2017.05.002
Pike, S., & Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202–227. https://doi.org/10.1016/j.tourman.2013.09.009
Qualman, E. (2012). Socialnomics: How Social Media Transforms the Way We Live and Do Business. John Wiley & Sons.
Ružić, D., & Biloš, A. (2010, May 6). Social Media In Destination Marketing Organisations (DMOs)*. Tourism & Hospitality Industry: New Trends in Tourism and Hospitality Management.
Sari, Y., Ridwansyah, R., & Anggraeni, E. (2024). Analisis SWOT Pengembangan Wisata Halal dalam Meningkatkan Pertumbuhan Ekonomi di Daerah Lampung. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), Article 1. https://doi.org/10.31955/mea.v8i1.3673
Tarigan, H. F. B., Manalu, R. A., Purba, M. N., & Auza, A. (2023). The Effect of Social Media Marketing and Online Tourism Destination Reviews on Tourists’ Visiting Decisions. Jurnal Ipteks Terapan, 17(3), Article 3. https://doi.org/10.22216/jit.v17i3.2383
Thevenot, G. (2007). Blogging as a Social Media. Tourism and Hospitality Research, 7(3–4), 287–289. https://doi.org/10.1057/palgrave.thr.6050062
Timareva, S., Arabska, E., & Shopova, I. (2015). Role of destination management and marketing organizations in regional development. Trakia Journal of Science, 13, 96–102. https://doi.org/10.15547/tjs.2015.s.01.016
Tohop, R., Aneta, Y., Hulinggi, P. A., & Ahmad, M. (2024). Tourism Development Policy in Tomini Bay Area Gorontalo, Indonesia. KnE Social Sciences, 649–663. https://doi.org/10.18502/kss.v9i7.15537
Uşaklı, A., Koç, B., & Sönmez, S. (2017). How “social” are destinations? Examining European DMO social media usage. Journal of Destination Marketing & Management, 6(2), 136–149. https://doi.org/10.1016/j.jdmm.2017.02.001
van Nuenen, T., & Scarles, C. (2021). Advancements in technology and digital media in tourism. Tourist Studies, 21(1), 119–132. https://doi.org/10.1177/1468797621990410
Wang, Y., Yu, Q., & Fesenmaier, D. R. (2002). Defining the virtual tourist community: Implications for tourism marketing. Tourism Management, 23(4), 407–417. https://doi.org/10.1016/S0261-5177(01)00093-0
Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188. https://doi.org/10.1016/j.tourman.2009.02.016
Yuan, F., & Vui, C. N. (2024). The Influence of Destination Image on Tourists’ Behavioural Intentions: Explore How Tourists’ Perceptions Of A Destination Affect Their Intentions To Visit, Revisit, Or Recommend It To Others. Educational Administration: Theory and Practice, 30(5), Article 5. https://doi.org/10.53555/kuey.v30i5.2833
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27–36. https://doi.org/10.1016/j.tmp.2014.01.001
Published
2025-01-10
How to Cite
Kusuma, C., Ismail, Y., & Hariyanti, F. (2025). TOURISM DESTINATION PROMOTION THROUGH SOCIAL MEDIA : A CONTENT STUDY OF DMO GORONTALO. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 145-158. https://doi.org/10.31955/mea.v9i1.4799
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