Analisis Strategi Digital Marketing terhadap Pertumbuhan Wisata Halal di Kota Bengkulu
Abstract
Penelitian ini bertujuan untuk menganalisis strategi digital marketing yang memengaruhi pertumbuhan wisata halal di Kota Bengkulu. Metode kualitatif digunakan dengan fokus pada persepsi dan pengalaman pengguna serta praktisi industri pariwisata halal. Desain penelitian melibatkan wawancara mendalam dan analisis konten digital terkait. Operasionalisasi variabel melibatkan identifikasi faktor-faktor kunci seperti kualitas konten digital dan pengaruh kredibilitas sumber informasi. Temuan menunjukkan bahwa strategi digital marketing yang efektif meningkatkan kesadaran dan preferensi konsumen terhadap destinasi wisata halal di Kota Bengkulu. Implikasi dari penelitian ini adalah pentingnya mengoptimalkan strategi digital marketing untuk mendukung pertumbuhan wisata halal, serta meningkatkan kerjasama antara pelaku industri pariwisata dengan pemerintah daerah dalam mengembangkan destinasi wisata halal. Penelitian ini memberikan kontribusi dalam memahami peran strategi digital marketing dalam pertumbuhan sektor pariwisata halal, khususnya di daerah dengan potensi wisata yang belum tergali sepenuhnya seperti Kota Bengkulu.
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