Strengthening Partnership Strategy for Digital Tourism Development of Water Tourism in Umbul Ponggok
1) Dr. Sri Sarjana ; 2) Dr. Joko Rizkie Widokarti
1) SMK Negeri 1 Cikarang Barat
2) Universitas Terbuka
Abstract
Digital tourism is carried out through the use of information and communication technology in an effort to increase potential of tourism destinations in order to provide tourism services and provide tourism marketing more accessible. Digital tourism causes the movement of consumption patterns in the form of experience gained through travel activities to meet lifestyle. This study empirically investigates digital marketing strategy, partnerships strategy, and tourist business performance in water tourism development. Authors conducted a survey of visitors to water tourism in Umbul Ponggok through questionnaires. Analysis technique used to answer the analysis test through implementation of structural equation modeling. Results of this study concluded that digital marketing strategy have significant effect on partnerships strategy, and have significant impact on tourist business performance through development of digital tourism. Noteworthy, selection of appropriate partnerships strategy in development of water tourism is used to accommodate various strategies undertaken in developing digital marketing so that it is expected to improve business performance in tourism sector. This research is suggestion for tourism management, especially destinations related to water tourism, which are managed by government or private sector in order to consider various strategies used in this study to increase number of tourist visits in this region.
Keywords: digital tourism, partnership strategy, digital business performance, digital marketing strategy, umbul ponggok
Topic: Digital marketing and business models