Local tourism product development and promotion in digital era

Abstract

The development of technology in the digital era has helped revolutionize development significantly through local tourism products in various regions which are then developed and promoted. This study aims to analyze the strategy of developing local tourism products that are adaptive to market needs, as well as evaluating the effectiveness of digital media as a means of promotion. Through a qualitative analysis approach and case studies in several tourist areas in Indonesia that have their own characteristics about their products, it was found that the integration between tourism product innovations such as tourism based on local cultural products, and local tourism communities with the use of digital platforms such as social media, websites, and tourism marketplaces, can increase the competitiveness of local tourism products. In addition, active participation between local business actors and collaboration with digital content creators are the keys to success in creating a positive image of local tourism products. The results of this study indicate that the development and promotion of local tourism products in the digital era requires synergy between the creativity of local tourism products, technology in the digital era, and targeted communication strategies.

Abstrak

Perkembangan teknologi di era digital telah membantu merevolusi perkembangan secara signifikan melalui produk-produk pariwisata lokal diberbagai daerah kemudian dikembangkan dan dipromosikan. Penelitian ini bertujuan untuk menganalisis strategi pengembangan produk pariwisata lokal yang adaptif terhadap kebutuhan pasar, serta mengevaluasi efektivitas media digital sebagai sarana promosi. Melalui pendekatan analisis kualitatif dan studi kasus di beberapa daerah wisata di Indonesia mempunyai ciri khas tentang produknya tersendiri, ditemukan bahwa integrasi antara inovasi produk pariwisata seperti pariwisata berbasis produk budaya lokal, dan komunitas pariwisata lokal dengan pemanfaatan platform digital seperti media sosial, website, dan marketplace pariwisata, mampu meningkatkan daya saing produk pariwisata lokal. Selain itu, partisipasi aktif antara pelaku usaha lokal dan kolaborasi dengan content creator digital menjadi kunci sukses dalam menciptakan citra positif produk pariwisata lokal. Hasil penelitian ini menunjukkan bahwa pengembangan dan promosi produk pariwisata lokal di era digital membutuhkan sinergi antara kreativitas produk pariwisata lokal, teknologi di era digital, dan strategi komunikasi yang tepat sasaran.

Kata Kunci: pariwisata lokal; pengembangan produk; promosi era digital