Acceleration E-Business Co-Creation for Service Innovation Toba Lake Tourism MSME

DOI

10.2991/978-94-6463-086-2_116How to use a DOI?

Keywords

Strategic Planning; E-Business Co-Creation; Marketing Transformation; Digital Marketing Performance

ABSTRACT

The study analyzes the role of variable mediation E-Business Co-Creation in the relationship between Strategic Planning and Digital Marketing Performance. The main objective of this research recommends tourism MSMEs about the importance of implementing digitalization in every service chain. Then to the acceleration of value-added creation and the development of E-Business strategies as an analytical process in improving the marketing performance of digitalization and innovation of Lake Toba Tourism MSMEs services. The research design starts with building models, developing questionnaires, collecting respondents through digitalization training activities for MSMEs Toba, Humbanghansudutan and Samosir District (probability sample area), and identifying the e-business needs of MSMEs tourism destinations of Lake Toba. The sampling strategy is carried out by homogeneous purposive sampling. Furthermore, primary data in structured questionnaires are processed using AMOS SEM. A total of 291 respondents with culinary type 28.52%, Entertainment 43.30%, Transportation 2.41% and Accommodation 25.77. The results show the importance of Strategic Planning in creating e-business services. The role of E-Business Co-Creation is more potent in enhancing transformative Marketing than Digital Marketing Performance. Of the five hypotheses built, four were declared significant. The acceleration of e-business confirms that tourism MSMEs can compete and be sustainable if there is co-creation. The creation of e-business added value at the intersection of the transformation process can improve Digital Marketing Performance. This study provides some implications for tourism MSMEs by exploring e-business value creation, delivery and capture of service innovations, providing inspiration on how tourism MSMEs accelerate and interact for the creation of shared value in the service ecosystem of Lake Toba tourist destinations. This study also provides opportunities for future research to analyze further how the E-Business Co-Creation increases the Digital Marketing Performance of MSMEs directly.

Copyright

© 2023 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  - Mariana Simanjuntak
AU  - I Made Sukresna
PY  - 2022
DA  - 2022/12/28
TI  - Acceleration E-Business Co-Creation for Service Innovation Toba Lake Tourism MSME
BT  - Proceedings of the International Conference on Sustainable Environment, Agriculture and Tourism (ICOSEAT 2022)
PB  - Atlantis Press
SP  - 873
EP  - 885
SN  - 2468-5747
UR  - https://doi.org/10.2991/978-94-6463-086-2_116
DO  - 10.2991/978-94-6463-086-2_116
ID  - Simanjuntak2022
ER  -