Digital Marketing Design to Increase Tourism Visit and Maintain the City Image

Abstract

In 2020, the advance technology of business activity has come to the phase where the promotion is in a form of digital marketing. The use of digital marketing is very popular in the several industries such as service and tourism since it can help increasing tourism visit and maintain the image. Tasikmalaya Oktober Festival is an annual event held by Tasikmalaya Government to attract tourism visit and maintaining the new image of Tasikmalaya. The promotion activities conducted by digital marketing however a good design of digital marketing has not been drawn. Thus, this research is descriptive qualitative research involving the implementation of digital marketing conducted by the City Government of Tasikmalaya and the Department of Tourism, Youth and Sports through Tasik Oktober Festival event. Data collection techniques were literature study and interviews with the organizers of Tasik Oktober Festival event. The data were then analyzed descriptively using data triangulation techniques. This research found that a design of digital marketing for Tasikmalaya Oktober Festival consists of quality website, strong social media presence, engaging content and mobile-friendly. This design of digital marketing effectively transfers the objective of the promotion to the costumer. It is because there is still a old consumer and new consumer meetings can occur a process when a digital brand awareness can be developed and product images can be built.