Article Sidebar

Download
PDF
Statistic
Read Counter : 43 Download : 42

Downloads

Download data is not yet available.

Main Article Content

Abstract

Tanjung Lesung, Indonesia's first Tourism Special Economic Zone (SEZ), suffered setbacks from the 2018 tsunami and the COVID-19 pandemic. These crises led to decreased tourist visits, raising safety concerns and impacting the area’s image. Thus, this study explores the role of digital platform-based promotion in revitalizing Tanjung Lesung SEZ by assessing the effectiveness of Tanjung Lesung’s official digital channels in rebuilding its brand, enhancing engagement, and attracting visitors as well as using the SOAR (Strengths, Opportunities, Aspirations, Results) framework to develop actionable strategies that contribute to an enhanced digital marketing strategy for Tanjung Lesung. This research is a descriptive qualitative method, incorporating surveys and interviews from the Penta helix point of view and undertaking digital analytics. This study found that word-of-mouth remains a powerful tool in attracting visitors to Tanjung Lesung. Thus, the findings suggest that leveraging personal recommendations from friends and family contributes significantly to building a positive reputation. Therefore, The digital strategy encourages visitors to share their experiences online, further amplifying word-of-mouth impact and building community trust

Keywords

Post-crisis Tourism Recovery Marketing Digital Marketing SOAR Framework Analysis Special Economic Zone Strategy

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Pertiwi, H. P., Raga, R. A., Wirawan, A., & Pinem, R. J. (2024). From Crisis to Growth: A Digital Platform Strategy for Tanjung Lesung SEZ Using the SOAR Framework (2018-2024). Ilomata International Journal of Management, 6(1), 210-225. https://doi.org/10.61194/ijjm.v6i1.1511

References

  1. Aktan, M., Zaman, U., Farías, P., Raza, S. H., & Ogadimma, E. C. (2022). Real Bounce Forward: Experimental Evidence on Destination Crisis Marketing, Destination Trust, e-WOM and Global Expat’s Willingness to Travel during and after COVID-19. Sustainability (Switzerland), 14(3). https://doi.org/10.3390/su14031111
  2. Amanda, R., Tambunan, R. P., & Waryono, T. (2020). Contribution of Tanjung Lesung Beach tourism destinations to communities in Panimbang District, Pandeglang Regency, Banten. IOP Conference Series: Earth and Environmental Science, 561(1). https://doi.org/10.1088/1755-1315/561/1/012004
  3. Beirman, D., & Van Walbeek, B. (2011). Bounce back: Tourism risk, crisis and recovery management guide. PATA.
  4. Canovi, M., & Pucciarelli, F. (2019). Social media marketing in wine tourism: winery owners’ perceptions. Journal of Travel & Tourism Marketing, 36(6), 653–664. https://doi.org/10.1080/10548408.2019.1624241
  5. Creswell, J. W. , & Creswell, J. D. (2018). Mixed methods procedures. Research Defign: Qualitative, Quantitative, and Mixed Methods Approaches.
  6. Devi Sri Bulan, & Meylani Tuti. (2023). The Influence of Social Media, Tourist Attraction and Price Perceptions on Visitors’ Visitation Motivation and Decisions to Tanjung Lesung Sez. Indonesian Journal of Interdisciplinary Research in Science and Technology, 1(5), 353–368. https://doi.org/10.55927/marcopolo.v1i5.4818
  7. El Archi, Y., Benbba, B., Kabil, M., & Dávid, L. D. (2023). Digital Technologies for Sustainable Tourism Destinations: State of the Art and Research Agenda. Administrative Sciences, 13(8), 184. https://doi.org/10.3390/admsci13080184
  8. Elgahwash, F. O., Ahmed, K., & Al-Magarbi, A. O. (2023). Strengthening Libyan Hospitality: A SOAR Analysis of Digital Marketing Strategies and Practices in the Tourism and Hospitality Sector. Journal of Economics, Management and Trade, 29(12), 144–159. https://doi.org/10.9734/jemt/2023/v29i121181
  9. Gretzel, U., Fuchs, M., Baggio, R., Hoepken, W., Law, R., Neidhardt, J., Pesonen, J., Zanker, M., & Xiang, Z. (2020). e-Tourism beyond COVID-19: a call for transformative research. Information Technology and Tourism, 22(2), 187–203. https://doi.org/10.1007/s40558-020-00181-3
  10. Haedar, A. W. (n.d.). Digital Marketing Strategies in the Public Sector of Tourism: Enhancing Promotion and Engagement in the Tourism Industry. Jurnal Ilmiah Ilmu Administrasi Publik: Jurnal Pemikiran Dan Penelitian Administrasi Publik, 13, 343–350. http://ojs.unm.ac.id/iap
  11. Hysa, B., Zdonek, I., & Karasek, A. (2022). Social Media in Sustainable Tourism Recovery. Sustainability (Switzerland), 14(2). https://doi.org/10.3390/su14020760
  12. Indrajaya, S. (2024). Sustainability of The Tanjung Lesung Tourist Destination. Journal Ilmiah Manajemen Dan Bisnis, 10(1), 97–109.
  13. Jamilati, N., Anshori, M. I., & Salsabila, S. N. (2023). 154-169. INNOVATIVE: Journal Of Social Science Research, 3, 154–169.
  14. Ketter, E., & Avraham, E. (2021). #StayHome today so we can #TravelTomorrow: tourism destinations’ digital marketing strategies during the Covid-19 pandemic. Journal of Travel and Tourism Marketing, 38(8), 819–832. https://doi.org/10.1080/10548408.2021.1921670
  15. Khavarian-Garmsir, A. R., & Zare, S. M. (2015). SOAR Framework as a New Model for the Strategic Planning of Sustainable Tourism. Tourism Planning and Development, 12(3), 321–332. https://doi.org/10.1080/21568316.2014.960595
  16. Martoyo, A., Wiliani, N., & Basri, H. (n.d.). STRATEGI PROMOSI DESA WISATA TANJUNGJAYA KEK TANJUNG LESUNG MELALUI PLATFORM DIGITAL. https://doi.org/10.46306/vls.v2i2
  17. Novita, S., Yamin Asgha, A., Kunci, K., & Kepentingan, P. (2023). Why Tourist Destinations Are Hard to Survive After Disaster? Case Study of Communication Barrier in the Tanjung Lesung Special Economic Zones (SEZ) Stakeholders. Agustus, 2023, 91–109.
  18. Pencarelli, T. (2020). The digital revolution in the travel and tourism industry. Information Technology & Tourism, 22(3), 455–476. https://doi.org/10.1007/s40558-019-00160-3
  19. Prasetya, P., Widyanti, W., Rosdiana, R., Mahliza, F., & Oktasari, D. P. (2022). Optimization of digital marketing strategy through e-commerce is increasing SME sales Batik Cikadu, Tanjung Lesung, Pandeglang. Priviet Social Sciences Journal, 2(3), 6–9. https://doi.org/10.55942/pssj.v2i3.174
  20. Sekretariat Jenderal Dewan Nasional Kawasan Ekonomi Khusus. (2024). Perkembangan dan Evaluasi Kinerja KEK Tanjung Lesung Triwulan 1 Tahun 2024.
  21. Sintya Nida, H., Sukana, M., & Narottama, N. (n.d.). Jurnal Destinasi Pariwisata Manajemen Krisis di Kawasan Ekonomi Khusus Pariwisata Tanjung Lesung Pasca Tsunami Selat Sunda tahun 2018.
  22. Solihah, A. W., Musiasa, N., & Shihab, M. (2018). AKTIVITAS PUBLIC RELATIONS PENGELOLA SITUS PARIWISATA TANJUNG LESUNG UNTUK MENINGKATKAN JUMLAH WISATAWAN. In Jurnal Komunikasi Global (Vol. 7, Issue 1).
  23. Stavros, J. M., & & Hinrichs, G. (2009). The thin book of SOAR: Building strengths-based strategy. Thin Book Publishing.
  24. Syah Budi, M. (2023). Indonesian Creative Economy 2025: Creative Industries MSMEs Competitiveness Strategy Towards International Markets Through Soar Analysis. Journal of Indonesian Applied Economics, 11(1), 13–26. https://doi.org/10.21776/ub.jiae.2023.011.01.2
  25. Vera, N., & Dewi, L. D. R. (2021). Empowerment of Cultural Tourism in West Nias Using Social Media. RSF Conference Series: Business, Management and Social Sciences, 1(6), 65–71. https://doi.org/10.31098/bmss.v1i6.469
  26. Zarestky, J., & Cole, C. S. (2017). Strengths, opportunities, aspirations, and results: An emerging approach to organization development. New Horizons in Adult Education and Human Resource Development, 29(1), 5–19. https://doi.org/10.1002/nha3.20166