Digital Marketing Strategy Development for Recovery Ecotourism Visit After COVID-19 Pandemic: A Comparison Study on BJBR and Kampung Blekok Mangrove Ecotourism, Indonesia

Zainal AbidinVirda Faradila RahmadSiti Ngayesah Ab HamidAsyifa AnandyaPudji PurwantiDwi SofiatiMentari Puspa WardaniSupriadi Supriyadi

DOI 10.7160/aol.2024.160401
No 4/2024, December
pp. 3-17

Abidin, Z., Rahmad, V. F., Ab Hamid, S. N., Anandya, A., Purwanti, P., Sofiati, D., Wardani, M. P. and Supriyadi, S. (2024) "Digital Marketing Strategy Development for Recovery Ecotourism Visit After COVID-19 Pandemic: A Comparison Study on BJBR and Kampung Blekok Mangrove Ecotourism, Indonesia", AGRIS on-line Papers in Economics and Informatics, Vol. 16, No. 4, pp. 3-17. ISSN 1804-1930. DOI 10.7160/aol.2024.160401.

Abstract

Ecotourism is a form of tourism that can help overcome the problem of low welfare of local communities. The digital cultural transformation that occurred in the era of revolution 4.0, especially during the COVID-19 pandemic, was able to change the entire cycle of the tourism ecosystem. Besides, several ecotourism experiences have experienced a significant decline in tourist visits, including Bee Jay Bakau Resort and Kampung Blekok ecotourism. This research aims to develop a digital marketing strategy for ecotourism at Bee Jay Bakau Resort and Kampung Blekok to restore visitation levels after the COVID-19 pandemic. This research uses a qualitative approach with SWOT analysis and is quantitatively calculated using the Quantitative Strategic Planning Matrix (QSPM). Data were collected through interviews with ecotourism managers including marketing employees, and HRD managers; visitors, local communities, Tourism Awareness Groups, and the Environmental Service (DLH). Also, direct observation of the ecotourism conditions studied, documentation, and literature studies. The research results show that the strengths and opportunities of BJBR and Kampung Blekok are greater than the weaknesses and threats, so the strategy formulated is aggressive (growth-oriented strategy). The strategic priority lies in optimizing the use of information technology and social media as promotional media, especially the frequency of promotions. The strategy used is none other than to increase the value of ecotourism as a form of growth so that it can compete with other ecotourism in returning the level of tourist visits after the COVID-19 pandemic.

Keywords

SWOT analysis, QSPM, social media, mangrove ecotourism, digital marketing.

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