Citation:

Vany Octaviany, Bethani Suryawardani. "Strategy Priority Levels in Increasing Marketing Visibility in Nature Tourism and Culinary Tourism" International Research Journal of Economics and Management Studies, Vol. 3, No. 3, pp. 175-182, 2024.

Abstract:

Various digital platforms and channels offer opportunities to increase the visibility of tourist destinations in Greater Bandung, but not all strategies are a priority to be implemented in every destination. The purpose of this research is to determine the level of strategic priority in increasing marketing visibility, which consists of the effective use of hashtags, Search Engine Marketing (SEM), influencer marketing, and User Generated Content (UGC) according to the type of tourist destination (nature tourism and culinary tourism). This research is descriptive research with a quantitative approach. The collection technique is by distributing questionnaires to Pentahelix elements consisting of academics, business people, the tourism community, government, and media in the Greater Bandung area. Data analysis was carried out using the Analytic Hierarchy Process (AHP). AHP is used to measure strategies to increase marketing visibility in natural tourism and culinary tourism in Greater Bandung, with the criteria: use of hashtags (A1), Search Engine Marketing (SEM) (A2), influencer marketing (A3), and User Generated Content (A4). AHP is used to determine the priority level of each criterion, as well as alternatives (nature tourism and culinary tourism). The research results show a comparison of the priority levels of each criterion for natural tourism and culinary tourism in Greater Bandung. For natural tourism, the highest priority level is the User Generated Content (UGC) criteria, and the lowest is the influencer marketing criteria. Meanwhile, for culinary tourism, the highest level of priority is the influencer marketing criteria and the lowest is the User Generated Content (UGC) criteria. The research results also show that natural tourism has the highest level of urgency or priority. Then, the lowest level of urgency or second priority is culinary tourism.

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Keywords:

Culinary Tourism, Natural Tourism, Search Engine Marketing, User-Generated Content, Visibility Marketing.