Digitalization of Madura Tourism Branding in the New Normal

DOI

10.2991/978-2-38476-118-0_48How to use a DOI?

Keywords

Digitization; Branding; Madura; New Normals

Abstract

The COVID-19 pandemic had a negative impact on the tourism sector which had to experience a decline in income. During the COVID-19 pandemic. One of the areas affected was Madura. Madura Island has enormous tourism potential, because in addition to having natural aesthetics it also has cultural diversity and norms that grow and develop among Madurese people. The COVID-19 pandemic has become a nightmare for all sectors of the tourism industry in Madura. COVID-19 has caused the revenue budget from the tourism sector to decline. This is due to the government's ban on opening businesses that have the potential to invite large crowds of people due to the need for physical distancing, as an effort to prevent the transmission of COVID-19. The COVID-19 pandemic that has hit the world has caused various sectors in Indonesia to experience a drastic decline, including tourism and the creative economy which struggling to survive in difficult times becomes a complicated matter. The purpose of this research is to find out the digitization of Madura tourism in the new normal era as an effort to make this sector successful, it requires strategic skills in managing existing tourism asset. Method used is case study. The results of this study are that since the enactment of the new normal, the tourism sector has made improvements. The rapid growth of internet and smartphone use is currently having an impact on the tourism industry which is moving towards digital. By utilizing digitalization, branding and marketing tourism products can be more effective and efficient in the current new normal era. Branding digitalization through Facebook and Instagram social media, tiktok and the guide book application is expected to increase the number of tourist visits.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Bani Eka Dartiningsih
AU  - Mas’amah
AU  - Surokim
PY  - 2023
DA  - 2023/10/10
TI  - Digitalization of Madura Tourism Branding in the New Normal
BT  - Proceedings of the 4th Borobudur International Symposium on Humanities and Social Science 2022 (BIS-HSS 2022)
PB  - Atlantis Press
SP  - 431
EP  - 438
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-118-0_48
DO  - 10.2991/978-2-38476-118-0_48
ID  - Dartiningsih2023
ER  -