Actor’s Role in Developing Creative Rural Tourism Marketing in the Digital Era: A Case Study in Ponggok, Central Java
- DOI
- 10.2991/978-2-494069-73-2_21How to use a DOI?
- Keywords
- Actor’s Role; Rural Tourism Marketing; Digital Era; Ponggok Rural Tourism
- Abstract
Digital marketing is the key to doing business, including in the context of rural tourism. Unfortunately, digital transformation in rural areas is tough due to lack of human resources knowledge and skill capital. To fill in the gap, this study explores further to what extent the efforts are made by local actors in developing creative marketing of rural tourism in the digital era, especially in developing countries like Indonesia. This research exploits a qualitative research design. Data collection is through in-depth interviews, observation, and documentation. The in-depth interviews are with four actors working directly and indirectly in developing rural tourism and using information technology media. These findings reveal that the actor’s efforts in developing creative marketing of rural tourism in the digital era are augmenting digital literacy, boosting market demand and uniqueness/authenticity, and elevating the availability of internet network infrastructure.
- Copyright
- © 2022 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.
Cite this article
TY - CONF AU - Desy Nur Aini Fajri AU - Janianton Damanik AU - Tri Kuntoro Priyambodo AU - Bayu Sutikno PY - 2022 DA - 2022/12/26 TI - Actor’s Role in Developing Creative Rural Tourism Marketing in the Digital Era: A Case Study in Ponggok, Central Java BT - Proceedings of the International Academic Conference on Tourism (INTACT) "Post Pandemic Tourism: Trends and Future Directions" (INTACT 2022) PB - Atlantis Press SP - 278 EP - 292 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-73-2_21 DO - 10.2991/978-2-494069-73-2_21 ID - Fajri2022 ER -