CROWDWORKING, IS IT BENEFICIAL IN DESTINATION MARKETING? An empirical model in tourism destinations in central java
RATIH PRATIWI
UNIVERSITAS WAHID HASYIM, SEMARANG, INDONESIA
rara[at]unwahas.ac.id
Abstract
Introduction: this proposition provides a model for crowdworking implications in marketing tourist destinations. This research focuses on the importance of network factors, knowledge destination and innovativeness in achieving marketing performance goals, and on achieving improving the goal of sustainable competitive advantage. The suggested model contributes to social exchange theory and entrepreneurial theory in marketing strategies and sustainable tourism development. This proposition model contribute to the theory by expanding support for social exchange theory and knowledge management in the context of tourism marketing and development strategies. * Methods: This research was conducted at non-government tourism destinations in Central Java and DIY, using SEM analysis as a data analysis tool. * Results: this preposition providing better insight about the influence of crowdworking and knowledge destination beneficial impact to increase the Destination sustainable marketing on non-government tourism objects in Central Java and DIY. * Conclusions: this article does not include the stakeholder engagement factors that hopefully can improve the achievement of sustainable competitive advantage goals. Stakeholder involvement can be added for further research.
Keywords: CROWDWORKING, DESTINATION MARKETING, TOURISM
Topic: Hospitality and Tourism