Destination Marketing Research Articles

Indonesia's Rubber Exports to the United States

Rubber is one of Indonesia's leading plantation commodities exported to various countries, one of Indonesia's natural rubber market destinations is the United States. Based on data from the trade map, the export value of Indonesian natural rubber in the US market is in first place with an average value of 1,158,164 USD. The purpose of this study is to analyze the trend of Indonesian rubber exports to the United States and to analyze the competitiveness of Indonesian rubber in the United States. The data used is secondary data from 2013-2022. The analysis method used is trend analysis to determine the trend of export development and Revealed Comparative Advantage (RCA) analysis to analyze competitiveness. The results showed that the trend of Indonesia's natural rubber export volume decreased every year. RCA shows an average value of 67.856 which means that Indonesian natural rubber has a comparative advantage and strong competitiveness in the American market.

Digital Marketing Strategy in Education Management: Increasing School Visibility and Attractiveness

The development of digital technology has opened up new opportunities in various sectors, including education. In the context of education management, digital marketing is becoming increasingly important to increase the visibility and attractiveness of schools. The aim of this research is to explore effective digital marketing strategies in increasing the visibility and attractiveness of schools. The method in this research uses a qualitative approach with case studies of several schools that have successfully implemented digital marketing strategies. Data was collected through in-depth interviews with school management staff as well as analysis of related school documents and social media. The results of this research show that an effective digital marketing strategy includes the use of social media platforms, creating interesting and relevant content, and utilizing SEO (Search Engine Optimization) techniques to increase online visibility. Apart from that, collaboration with local influencers and the education community has also proven effective in improving the school's image. The conclusion of this research is that digital marketing is a powerful tool in education management to increase the visibility and attractiveness of schools. By implementing the right strategies, schools can achieve their marketing goals and strengthen their position in the education market. A strong commitment is needed from school management to continuously update and improve their digital marketing strategy in order to remain relevant in the ever-changing digital era.

IMPACT OF ONLINE ADVERTISING IN MARKETING OF THE PRODUCT

In recent years, the landscape of marketing has undergone a profound transformation, largely propelled by the exponential growth of the internet and the emergence of various digital platforms and technologies. Online advertising, encompassing a diverse array of formats such as display ads, social media ads, search engine marketing, video ads, and influencer partnerships, has emerged as a cornerstone of modern marketing strategies. One of the primary drivers behind the rise of online advertising is its unparalleled ability to reach highly targeted audiences with precision and efficiency. Unlike traditional advertising mediums like print or television, online advertising offers sophisticated targeting capabilities based on factors such as demographics, interests, behavior, and geographic location. This granular targeting allows advertisers to tailor their messages to specific audience segments, thereby maximizing relevance and resonance. Moreover, the real-time nature of online advertising enables businesses to measure and track the performance of their campaigns with unprecedented granularity. Through metrics such as click-through rates, conversion rates, impressions, and engagement metrics, advertisers can gain valuable insights into the effectiveness of their campaigns and make data-driven optimizations in real-time. This iterative approach to advertising not only improves campaign performance but also enhances return on investment (ROI) by ensuring that marketing budgets are allocated efficiently. Furthermore, online advertising offers unparalleled flexibility and scalability, allowing businesses of all sizes to launch and manage campaigns with varying budgets and objectives. Whether it's a small startup looking to build brand awareness or a multinational corporation aiming to drive sales and conversions, online advertising offers a range of solutions to suit diverse marketing goals and budgets. In addition to its targeting capabilities and measurability, online advertising also plays a crucial role in enhancing brand visibility and awareness in today's crowded marketplace.

Navigating digital horizons: A systematic review of social media’s role in destination branding

Purpose — This study aims to acquire a comprehensive understanding of how social media platforms contribute to the process of destination branding by identifying major themes in the literature pertaining to social media's role in destination branding.Method — This study employs a Systematic Literature Review (SLR) methodology to conduct an in-depth analysis of academic journal articles pertaining to the role of Social Media Marketing (SMM) in destination branding. The review encompasses 55 final articles published and indexed in the Scopus database from 2014 to 2024. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) method is employed as the framework for this systematic review, ensuring the robustness of the review process.Result — Four prominent themes have been identified regarding the role of SMM in destination branding: 1) Enhancing Destination Brand Value Co-Creation, 2) Influencing Customer-Based Brand Equity, 3) Shaping Destination Brand Identity, and 4) Driving Destination Brand Engagement and Loyalty.Practical implications — Destination marketers should leverage social media strategically to enhance brand visibility, engagement, and loyalty, utilizing these platforms as virtual stages to showcase the destination's culture, heritage, and diversity.

Lead Generation Methodologies and Strategies

The research challenge is first articulated, along with the necessity for more investigation into lead generation techniques and methodologies across sectors. The project's focus on the vital role that lead generation plays in fostering corporate sustainability and growth. This study intends to provide insights and solutions applicable to a wide range of sectors by analyzing the complexities and difficulties related to lead generation. The research explores traditional and digital lead generation channels commonly utilized in the automotive sector, including but not limited to, dealership networks, online advertising, social media marketing, content marketing, search engine optimization (SEO), and email campaigns. It evaluates the effectiveness of each method in terms of lead quantity, lead quality, cost-effectiveness, and conversion rates, considering their applicability to Suzuki's marketing goals and budgetary constraints. The present study in automobile sector with lead generation strategy is essential for car businesses to thrive in a competitive market. It helps identify effective ways to attract and convert potential buyers, ensuring sustained sales growth. This research aims to uncover key strategies and insights to improve customer acquisition in the automotive industry. The study incorporates statistical tools like 5-point Likert scale, Anova and Regression techniques are used with necessary recommendations.

Metaverse and regenerative tourism: the role of avatars in promoting sustainable practices

ABSTRACT This study explores the role of avatars in enhancing awareness and learning outcomes in virtual regenerative tourism. Data from 483 participants engaging in online virtual tourism experiences were analyzed using partial least-squares structural equation modeling (PLS-SEM). The findings reveal that extrinsic motivations like authenticity, immersion, perceived social distance, and textual credibility positively influence attitudes toward avatars, which in turn significantly impact learning outcomes. These outcomes are moderated by intrinsic motivations such as prosocial identity. Enhanced learning notably shapes regenerative practices, including conservation efforts support for local community. Contributing to self-determination theory, this research highlights the interplay between virtual environments and self-identity in ethical behavior. It offers key insights for destination marketers and tourism operators in leveraging virtual technologies for sustainable tourism development.

Place attachment theory and virtual reality: the case of a rural tourism destination

PurposeThe purpose of this study is to explore from a place attachment (PA) theory perspective the extent to which and how, a fully immersive virtual reality (VR) experience enhances tourists’ attachment level on-site at a rural destination.Design/methodology/approachThis study applied an exploratory mixed method approach. Respondents were tourists visiting the Lake District National Park who were asked to try a VR experience. In Study 1, interviews were conducted to explore new themes and to develop an enhanced PA framework in VR. Study 1 confirmed existing variables from the literature and highlighted new variables (themes) to be included in the new framework on how PA is formed. In Study 2, surveys were conducted, and the proposed framework analyzed using structural equation modelling (PLS-SEM). To fully understand how VR had an impact on enhancing PA, the moderating effect of tourists’ pre-existing PA was considered.FindingsThe findings revealed “Accessibility”, “Memories” and “Increased Place Knowledge” as new themes (variables) and confirmed that these and established variables “Aesthetics” and “Presence” enhance PA, leading to increased loyalty. Significant moderating effects of existing PA were found.Practical implicationsVR serves as a complementary and substitutional tool for tourism. Tailored VR experiences for diverse tourist needs may enhance destination marketing and competitiveness. For tourists with low PA, destinations should focus on promoting activities and highlights to enhance engagement and the experiential understanding of the destination. For tourists with high PA, VR experiences should focus on providing a comprehensive view of the destination and unveiling new places. In both cases, the VR experience leads to deeper engagement with the destination and an increase in PA.Originality/valueResearch on the impact of VR on tourists’ PA is limited. To address this gap, this study’s theoretical contribution lies in developing and testing a PA framework within a VR and tourism context. This also includes the validation of new measurement items developed in relation to the new themes.

The effect of virtual tourism experience on tourist responses: the lens from cognitive appraisal theory

ABSTRACT Virtual reality (VR) can enhance a tourist’s travel experience and the effectiveness of destination marketing. Drawing on cognitive appraisal theory, this study developed a theoretical framework that examined VR tourism interaction, immersion, sense of presence in relation to pleasure and arousal, and the effect of these emotional responses on behavioral intention. Our results showed that VR interactivity, immersion, and sense of presence influence users’ emotional responses, however, the interactive experience has no positive effect on arousal, and arousal has no positive effect on behavioral intention. Our study contributes to the development of cognitive appraisal theory and suggests valuable practical recommendations for tourism marketing managers.

Local Food Consumption Value Towards Food Destination Image in Sarawak

This study explores the role of local food consumption in enhancing Sarawak's image as a food destination, focusing on the moderating impact of food satisfaction. Drawing on a cross-sectional analysis using a self-administered questionnaire, the study investigates the influence of taste and quality value, health value, price value, emotional value, and prestige value on the food destination image. The sample consists of 181 tourists who visited Sarawak, providing insights into visitors' diverse perspectives and preferences. The data was further analysed using SPSS 28.0 and WarpPLS 8.0. The findings reveal that taste, quality, health, emotional, and prestige value significantly affect the food destination image. However, the study has shown that price value has no significant impact. Surprisingly, food satisfaction does not moderate the relationship between local food consumption value and food destination image. Theoretical implications highlight the need for a more comprehensive understanding of the factors shaping consumers' perceptions. In contrast, practical implications suggest strategic considerations for culinary destinations in marketing campaigns and pricing strategies. Overall, this study contributes valuable insights for destination marketers aiming to attract tourists interested in unique culinary experiences and enhance their overall perception of the destination.

Implementation of Personal Selling and Direct Marketing in Increasing Sales Turnover at Agency Centre HNI Cianjur

Marketing strategy is one of the company's tools for achieving marketing goals. Many marketing strategies that can be used, but whether these strategies are appropriate and effective for increasing sales turnover or not. This research aims to determine the effectiveness of implementing personal selling and direct marketing strategies in increasing sales turnover at the AC HNI Cianjur. The data used in this research are primary data and secondary data, with data collection techniques through interviews, observation and documentation. Meanwhile, this type of research uses a qualitative approach, with descriptive data analysis techniques. The results of this research are that direct marketing strategies are more effective in increasing sales turnover, but it turns out that personal selling also plays an active role in obtaining this turnover. It turns out that in this research there are aspects that show that apart from personal selling and direct marketing, there are many ways and strategies to increase sales turnover, but in this research, the researchers only focused on personal selling and direct marketing strategies.

Harnessing artificial intelligence to develop strategic marketing goals

In today's rapidly evolving business landscape, harnessing artificial intelligence (AI) has become imperative for organizations striving to remain competitive. This concept paper explores the integration of AI in developing strategic marketing goals, aiming to provide a comprehensive framework for leveraging AI's capabilities effectively. The paper begins by outlining the current state of AI in marketing, highlighting its transformative potential across various facets such as customer segmentation, personalized targeting, predictive analytics, and automation. It underscores the necessity for businesses to embrace AI-driven approaches to stay ahead in an increasingly data-driven marketplace. Moreover, the concept paper delves into the strategic implications of AI adoption in marketing. It emphasizes the need for alignment between AI initiatives and overarching business objectives, emphasizing the role of AI in enhancing customer experience, optimizing resource allocation, and driving revenue growth. Furthermore, the paper addresses key considerations and challenges associated with integrating AI into marketing strategies, including data privacy concerns, ethical implications, and organizational readiness. It advocates for a structured approach to AI implementation, encompassing robust data governance, talent acquisition, and continuous monitoring to mitigate risks effectively. Drawing upon industry best practices and case studies, the concept paper elucidates practical methodologies for leveraging AI in setting strategic marketing goals. It emphasizes the importance of data-driven decision-making, iterative experimentation, and agile adaptation to capitalize on AI's potential for driving innovation and competitive advantage. In conclusion, the concept paper advocates for a proactive stance towards embracing AI in marketing strategy formulation. By strategically harnessing AI's capabilities, organizations can not only enhance their marketing effectiveness but also cultivate long-term sustainable growth in today's dynamic business environment. Keywords: AI, Strategic, Marketing, Environment, Goals, Business.

Exploring the Role of Destination Management Organizations (DMOs) in Leveraging Social Media as a Destination Marketing Tool: Insights from Himachal Pradesh

TOURISM: Tourism is the movement of people to destinations outside their usual environment for various reasons, including leisure, business, or other purposes. These visitors' activities, known as the visitor economy, can have a significant impact on the visited locations economically, socially, and culturally. This can involve enjoying recreational activities, relaxation, and pleasure, often with the help of established businesses offering services and experiences. Tourism is a multifaceted and dynamic industry that has evolved significantly over the years. It encompasses the movement of people to destinations outside their usual environment for personal or recreational purposes, contributing substantially to the global economy and generating employment opportunities and income for millions. The tourism industry can be broadly categorized into two primary types: international tourism, where tourists travel to foreign lands, and domestic tourism, where tourists explore their own country. The most frequently visited countries by international tourists include France, Spain, the United States, China, Italy, Turkey, Mexico, and the United Kingdom. Tourism serves as a crucial industry, providing employment and income to millions of people worldwide and contributing significantly to the economies of various nations. The steady rise in popularity of tourism since the 1950s can be attributed to advancements in technology, the proliferation of the internet, the increasing availability of paid vacations, demographic changes, and media exposure. The tourism life cycle, proposed by Professor Richard Butler, consists of four stages: initial discovery, growth, decline, and regeneration. This model helps us understand the pattern of popularity that tourist destinations follow. Tourism is not limited to leisure activities; it also includes business tourism, cultural travel, environmental effects of aviation, international tourism advertising, medical tourism, and science tourism, among others. The United Nations World Tourism Organization (UNWTO) plays a crucial role in promoting responsible, sustainable, and universally accessible tourism, providing statistics and insights on key indicators for inbound and outbound tourism globally. In conclusion, tourism is a complex and multifaceted industry that has a significant impact on the global economy and local communities. It encompasses various forms, including international and domestic tourism, and serves as a crucial source of employment and income for millions of people worldwide.

Effect of Value-Added Tax (VAT) on the Demand for Tourism Services: Evidence from Tanzania

This study examines the influence of Value-Added Tax (VAT) on the likelihood of tourists visiting Tanzania. The study employed a mixed approach by collecting and analyzing both quantitative and qualitative data. The study applied simple random and judgmental sampling techniques to select 110 respondents from the targeted population. The research used questionnaires, interviews and observation to collect primary data. The study conducted descriptive and regression analysis (binary logit model) to estimate the likelihood of tourists visiting tourist sites in the country. Descriptively, the findings reveal that 83 per cent of the respondents were affected by the high prices charged on tourism services like transport, accommodation and meals. 95 per cent of the respondents perceive the 18 per cent VAT charged on various tourism services as relatively high. The findings imply that a considerable number of visitors are sensitive to the rate of VAT imposed on tourism services. 90 per cent of the respondents were comfortable with the infrastructure in different tourist sites (national parks and game reserves) in the country. 69 per cent of the tourists are attracted to visit Tanzania due to the peace and security status in the country. Moreover, 97 per cent of the tourists visited the country because of environmental conservation and fighting against poaching efforts. As per the findings of the binary logit regression analysis, the study found that VAT, education level, price, infrastructure, peace and security, and destination marketing have significant effects on determining the likelihood of tourists visiting Tanzania.

Who should the spotlight be on? The interactive effects of celebrity endorser type and destination personality

Celebrity endorsements are becoming a popular destination marketing strategy. However, most existing studies focus on the effect of real celebrity endorsers and less on virtual celebrity endorsers. Applying construal level theory, this study examined the interaction between celebrity endorser type (real celebrity vs. virtual celebrity) and destination personality (sincere vs. exciting). Results across three scenario-based experiments indicated an interaction effect between celebrity endorser type and destination personality, and tourists’ perceived fit contributes to a mediating role in this process. Specifically, when a sincere destination adopts a real celebrity endorser and an exciting destination uses a virtual celebrity endorser, tourists will generate a higher perceived fit and more favorable attitude toward the destination. This study helps expand the research perspective and theoretical framework on celebrity endorsement in tourism and provides managerial implications for selecting suitable endorsers for destinations with different personalities.

Does the cinematic depiction of a place deceive viewers’ perception of its reality? Exploring movie-induced destination stereotypes

ABSTRACT Globalization of media is leading to tourists constructing imagery of unfamiliar destinations. Drawing on the associative memory theory and stereotype content model, this research proposes that cinematic portrayal of a destination would induce stereotypes in the minds of tourists that align with the movie theme. Using Between-subject experiments, the stereotyped perceptions of potential tourists regarding the destination were captured in the form of destination image and personality. The valence of stereotypes is also observed using the various dimensions of the constructs: destination image and personality. Further, based on social cognitive theory, this research explores how individuals’ sensation-seeking trait influences their response to a movie theme and, thus, shapes their travel intentions for the depicted destination. The results of this research may assist destination marketing organisations in devising their positioning and communication strategy regarding a destination such that the elements of story-telling in popular media may not adversely impact the perceptions of potential tourists.

Influence of Digital Marketing Strategies on Purchase Intention

Digital marketing is inevitably becoming popular in the marketing realm. Leveraging digital marketing strategies have been instrumental in fostering communication and engagement between brands and customers. These are recognized as powerful drivers capable of shaping customer’s purchase intention. However, a limited number of research explores the influence of these emerging trends on purchase intentions of customers in the fast-food chain industry. Therefore, the aim of this paper is to examine the influence of digital marketing strategies on customer’s purchase intention, and to identify the most effective digital marketing strategy for crafting compelling content and disseminating marketing messages to achieve the intended marketing goal. This study employed a correlational quantitative research approach with convenient selection of participants, utilizing a modified survey questionnaire as the principal means of data collection. The sample consisted of One Hundred Ninety-eight (198) actual customers of selected fast-food restaurants in España Boulevard, Manila. The data retrieved from the survey questionnaire was analyzed and interpreted using a Five-point Likert scale designed for measuring inter valdata. The findings of this research revealed that utilizing social media marketing, webinar platforms, mobile applications and e-commerce significantly influence customer’s purchase intention. Furthermore, it came to light that there is a highly statistically significant relationship between digital marketing strategies, namely, social media marketing (r=0.864, p=0.027), brand exposure through webinar platforms (r=0.802, p=0.055), mobile applications and e-commerce (r=0.854, p=0.031) on customer’s purchase intention of selected fast-food restaurants, and a positive strong correlation between affiliate marketing (r=0.759, p=0.080) and the latter. In addition, the results revealed that there is a positive moderate correlation between content marketing (r=0.548, p=0.260), and email marketing (r=0.575, p=0.232) on customer’s purchase intention.

Towards a method for human-centred analysis of external variety

AbstractAddressing VUCA challenges in product development, the Human-Centred Analysis of External Variety (HAV) method is introduced. Focusing on the early stages of new product development, HAV provides a structured approach, reducing uncertainty through quick market analysis, customer engagement, and goal setting. HAV is illustrated using a cargo bike product family case study and emphasizes its role in aligning human-centred methods with project goals. The first steps of the HAV method are presented, but also the need for further action towards a validated and elaborated method is discussed.

Impact of Destination Images and E-WOM on Urban Millenial Decision to Visit Tourism Potential City

Tourism potential in Serang City is almost eliminated and forgotten along with the city’s continuous expansion. The role of urban millennials in promoting tourism is now important. Therefore, researchers used urban millennials as respondents in this study. By using SEM analysis with the SmartPLS application, this research was conducted to determine destination image preferences from millennial tourists in Serang City and their influence on e-WOM and the decision to visit. The results indicated support for affective image, price image, and travel motivation positively influence e-WOM. However, e-WOM does not appear to have a significant positive influence on the decision to visit. Additionally, cognitive image is the only factor that positively influences the decision to visit directly. The proposed mediating role of e-WOM in the relationship between destination image with the decision to visit is not supported. The findings of this study offer important factors for the destination marketers, policymakers, and businesses of a potential tourism city, in this case Serang City, to consider when developing a specific marketing strategy for this market segment (urban millennials). In addition, the results of this study provide a better understanding of the urban millennial perspective on their decision to visit cities with tourism potential.

The Impact of Technological Competence and Service Innovation Implementation on Brand Equity: A Case Study of Hotel Industry in Vietnam

This paper aims to propose and investigate two new antecedent factors (Technological competence and service innovation implementation) that affect hotel brand equity development in the context of the hotel. Questionnaire data were collected from 215 domestic tourists who have traveled to at least one experience using service to stay at 4-5 star hotels. The results of empirical tests using a structural equation model support the research hypotheses. The findings support direct positive links between technological competence, service innovation implementation, and the dimensions of brand equity, as well as the positive relationship between overall brand equity and its dimensions, except for the effect of destination brand awareness. Finally, relevant implications are provided for destination marketers to improve hotel brand equity in the tourism industry.

Solving the mystery of storytelling in destination marketing: A systematic review

Storytelling has been prevailing in the tourism industry and considered as an effective communication tool. However, the knowledge of what and how stories connected to destinations are told and utilized is still fragmented and ambiguous. To acquire a comprehensive understanding of storytelling in the context of destination marketing, this study employs a systematic review methodology to analyze academic journal articles on relevant topics published and indexed in the Web of Science and Scopus databases from 2004 to 2023. Three research themes have been identified including: 1) analysis and deconstruction of stories; 2) examination of storytelling consequences; and 3) development of conceptual frameworks for storytelling. Moreover, storytelling elements are also disentangled and extracted. The findings suggest that research on storytelling in destination marketing is still in its emerging stage, lacking appropriate and comprehensive theoretical underpinnings and predominantly relying on qualitative analysis. The results indicate the design and implementation of storytelling in destination is a complex and integrated process that combines story content, storyteller and character, modality, and dissemination channels, involving collaboration among various stakeholders. This study also provides a summary of implications for researchers and practitioners in tourism destination area, offering further recommendations for future studies.