PARTICIPATORY MARKETING COMMUNICATION: IMPROVE THE IMAGE OF TOURISM DESTINATIONS IN NORTH LOMBOK
Keywords:
Marketing Communication, Participatory Marketing, Destination Image, Tourism Marketing, Digital Marketing
Abstract
As a tourist destination, North Lombok possesses substantial natural and cultural potential; however, the challenges in constructing the destination's image are primarily associated with the digital literacy of the local populace. This article examines the efficacy of participatory marketing communication in integrating the image of tourism destinations in North Lombok through community empowerment and community-based digital strategies. Utilizing a case study approach, this research investigates the effectiveness of community-based marketing in reinforcing destination branding. The study's findings indicate that the community's active engagement in promoting tourism plays a crucial role in shaping destination branding, wherein destinations that combine natural and cultural elements exhibit significant potential for development as sustainable tourism assets. Furthermore, the suboptimal synergy among government entities, the community, and tourism industry stakeholders represents a considerable impediment to achieving integrated and sustainable destination promotion. The wisdom of Wetu Telu serves as a foundation for fostering social harmony amidst diversity and multiculturalism, maintaining social stability, and encouraging the development of a tolerant society prepared to accommodate diverse tourist backgrounds in inclusive and sustainable tourism development.
References
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Pike, S. (2004). Destination Brand Positioning Slogans – Towards the Development of a Set of Accountability Criteria. Acta Turistica, 16.
Pike, S. (2005). Tourism destination branding complexity. Journal of Product & Brand Management, 14(4), 258–259. https://doi.org/10.1108/10610420510609267
Qi, M., Abdullah, Z., & Rahman, S. N. A. (2024). Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity. Sustainability, 16(20), 8914. https://doi.org/10.3390/su16208914
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Rahima, P., Suriyati, S., & Ibrahim, I. D. K. (2023). Analisis Strategi Promosi dalam Upaya Meningkatkan Kunjungan Wisatawan di Kawasan Wisata Pusuk Sembalun Kabupaten Lombok Utara. Target: Jurnal Manajemen Dan Bisnis, 5(1), 117–126. https://doi.org/10.30812/target.v5i1.3052
Sayuti, R. H. (2023). Community Readiness in Implementing Sustainable Tourism on Small Islands: Evidence from Lombok, Indonesia. Sustainability, 15(12), 9725. https://doi.org/10.3390/su15129725
Šerić, M., & Mikulić, J. (2023). The impact of integrated marketing communications consistency on destination brand equity in times of uncertainty: the case of Croatia. Tourism Review, 78(3), 697–711. https://doi.org/10.1108/TR-03-2022-0166
Shah, H. S., Miller, A. F., Yang, C., Grieb, S. M., Lipke, M., Bigelow, B. F., Phillips, K. H., Palomino, P., & Page, K. R. (2023). A Community-Engaged Social Marketing Campaign to Promote Equitable Access to COVID-19 Services Among Latino Immigrants. American Journal of Public Health, 113(3), 263–266. https://doi.org/10.2105/AJPH.2022.307191
Silva, M., Walker, J., Portillo, E., & Dougherty, L. (2022). Strengthening the Merci Mon Héros Campaign Through Adaptive Management: Application of Social Listening Methodology. JMIR Public Health and Surveillance, 8(6), e35663. https://doi.org/10.2196/35663
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Verduzco Villaseñor, M. del C., Cornejo Ortega, J. L., & Espinoza Sánchez, R. (2023). Governmental Strategies and Policies in the Projection of Smart Tourist Destination: An Approach to the Conceptual and Theoretical Qualitative Analysis. Sustainability, 15(9), 7166. https://doi.org/10.3390/su15097166
Wang, X., & Lin, L. (2023). The Role of Two Social Marketing Strategies and Communication Design in Chinese Households’ Waste-Sorting Intentions and Behavior: A Theory of Planned Behavior Approach. Sustainability, 15(6), 5176. https://doi.org/10.3390/su15065176
Wieczerzycki, M., & Deszczyński, B. (2022). Collective storytelling: Value co-creation in narrative-based goods. Marketing Theory, 22(3), 445–463. https://doi.org/10.1177/14705931221075832
Yang, Y., Wang, Z., Shen, H., & Jiang, N. (2023). The Impact of Emotional Experience on Tourists’ Cultural Identity and Behavior in the Cultural Heritage Tourism Context: An Empirical Study on Dunhuang Mogao Grottoes. Sustainability, 15(11), 8823. https://doi.org/10.3390/su15118823
Zawieska, J., Obracht-Prondzyńska, H., Duda, E., Uryga, D., & Romanowska, M. (2022). In Search of the Innovative Digital Solutions Enhancing Social Pro-Environmental Engagement. Energies, 15(14), 5191. https://doi.org/10.3390/en15145191
Angeloni, S. (2023). A conceptual framework for co-creating memorable experiences: the metaphor of the journey. Journal of Consumer Marketing, 40(1), 67–86. https://doi.org/10.1108/JCM-03-2022-5230
Baek, J., Choi, J., Kim, H., Hong, S., Kim, Y., Choi, S., & Kim, E. (2022). Digital Literacy and Associated Factors in Community-Dwelling Older Adults in South Korea: A Qualitative Study. Innovation in Aging, 6(Supplement_1), 587–587. https://doi.org/10.1093/geroni/igac059.2201
Bire, R. B., & Nugraha, Y. E. (2022). A value chain perspective of the new normal travel behaviour: A case study of Indonesian millennials. Tourism and Hospitality Research, 22(4), 462–472. https://doi.org/10.1177/14673584211065615
Bishwokarma, D., Harper, J., & Nepal, S. (2023). Sustainable tourism in practice: synthesizing sustainability assessment of global tourism destinations. International Journal of Sustainable Development & World Ecology, 30(6), 671–684. https://doi.org/10.1080/13504509.2023.2183527
Burrai, E., Buda, D.-M., & Stevenson, E. (2023). Tourism and refugee-crisis intersections: co-creating tour guide experiences in Leeds, England. Journal of Sustainable Tourism, 31(12), 2680–2697. https://doi.org/10.1080/09669582.2022.2072851
Choe, Y., Lee, J., Choi, S., & Hahn, S. E. (2024). Destination identity and image of Macao: Construal, projection, and perception. Journal of China Tourism Research, 20(2), 282–306. https://doi.org/10.1080/19388160.2023.2189196
Consavage Stanley, K., Harrigan, P. B., Serrano, E. L., & Kraak, V. I. (2022). A systematic scoping review of the literacy literature to develop a digital food and nutrition literacy model for low‐income adults to make healthy choices in the online food retail ecosystem to reduce obesity risk. Obesity Reviews, 23(4). https://doi.org/10.1111/obr.13414
Cunha, C. R., Lopes, L., & Mendonça, V. (2022). Immersive Digital Marketing for Smart Cities Focusing Tourism (pp. 605–614). https://doi.org/10.1007/978-981-16-9268-0_51
Cunha, C. R., Mendonça, V., Martins, M., & Carneiro, M. (2022). Promotion of destinations through interactive digital marketing: collaborative model for smart cities. International Conference on Tourism Research, 15(1), 84–92. https://doi.org/10.34190/ictr.15.1.102
Dwyer, L. (2023). Tourism Development to Enhance Resident Well-Being: A Strong Sustainability Perspective. Sustainability, 15(4), 3321. https://doi.org/10.3390/su15043321
Echtner, C. M., & Ritchie, J. R. B. (2003). The Meaning and Measurement of Destination Image. The Journal of Tourism Studies, 14.
Hassanli, N., & Williamson, J. (2024). Minimizing the sustainability knowledge-practice gap through creating shared value: The case of small accommodation firms. Journal of Sustainable Tourism, 32(5), 923–942. https://doi.org/10.1080/09669582.2023.2186828
Holder, A., Walters, G., Ruhanen, L., & Mkono, M. (2024). Exploring tourist’s socio-cultural aversions, self-congruity bias, attitudes and willingness to participate in indigenous tourism. Journal of Vacation Marketing, 30(2), 207–224. https://doi.org/10.1177/13567667221124343
Inversini, A., Cantoni, L., & Buhalis, D. (2009). Destinations’ Information Competition and Web Reputation. Information Technology & Tourism, 11(3), 221–234. https://doi.org/10.3727/109830509X12596187863991
Jiang, X., Mastromartino, B., Yang, Q., Zhang, J., & Zhang, J. J. (2022). Influence of Consumer Interaction and Community Relationships on Value Co-Creation Willingness: A Mediation Model of Chinese Sports Brands. Sustainability, 15(1), 115. https://doi.org/10.3390/su15010115
Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place Branding, 1(1), 58–73. https://doi.org/10.1057/palgrave.pb.5990005
Kavaratzis, M., & Hatch, M. J. (2021). The Elusive Destination Brand and the ATLAS Wheel of Place Brand Management. Journal of Travel Research, 60(1), 3–15. https://doi.org/10.1177/0047287519892323
Kemenparekraf. (2021). Outlook Pariwisata & Ekonomi Kreatif Indonesia 2020/2021. In Kementrian Pariwisata & Ekonomi Kreatif.
Kotler, P., & Keller, K. L. (2016). MarkKotler, P., & Keller, K. L. (2016). Marketing Management. Global Edition (Vol. 15E). In Global Edition (Vol. 15E, Issue 4).\
Moore, R. C., & Hancock, J. T. (2022). A digital media literacy intervention for older adults improves resilience to fake news. Scientific Reports, 12(1), 6008. https://doi.org/10.1038/s41598-022-08437-0
Ndubisi, N. O., & Nair, S. (2023). International tourism: Inimitable vs imitable core tourism resources and destination image. Journal of Destination Marketing & Management, 27, 100756. https://doi.org/10.1016/j.jdmm.2022.100756
Peña, A. I. P., Jamilena, D. M. F., & Molina, M. Á. R. (2012). Validation of cognitive image dimensions for rural tourist destinations. Journal of Vacation Marketing, 18(4), 261–273. https://doi.org/10.1177/1356766712449351
Pezeshki, F., Khodadadi, M., & Bagheri, M. (2023). Investigating community support for sustainable tourism development in small heritage sites in Iran: A grounded theory approach. International Journal of Heritage Studies, 29(8), 773–791. https://doi.org/10.1080/13527258.2023.2220316
Pike, S. (2004). Destination Brand Positioning Slogans – Towards the Development of a Set of Accountability Criteria. Acta Turistica, 16.
Pike, S. (2005). Tourism destination branding complexity. Journal of Product & Brand Management, 14(4), 258–259. https://doi.org/10.1108/10610420510609267
Qi, M., Abdullah, Z., & Rahman, S. N. A. (2024). Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity. Sustainability, 16(20), 8914. https://doi.org/10.3390/su16208914
Quichocho, D., & St. John, B. (2022). Locating a narrative paradigm Nexus in the circuit of culture: articulating the anti-proposition 112 public relations campaign in Colorado. Journal of Public Relations Research, 34(3–4), 135–151. https://doi.org/10.1080/1062726X.2022.2088537
Rahima, P., Suriyati, S., & Ibrahim, I. D. K. (2023). Analisis Strategi Promosi dalam Upaya Meningkatkan Kunjungan Wisatawan di Kawasan Wisata Pusuk Sembalun Kabupaten Lombok Utara. Target: Jurnal Manajemen Dan Bisnis, 5(1), 117–126. https://doi.org/10.30812/target.v5i1.3052
Sayuti, R. H. (2023). Community Readiness in Implementing Sustainable Tourism on Small Islands: Evidence from Lombok, Indonesia. Sustainability, 15(12), 9725. https://doi.org/10.3390/su15129725
Šerić, M., & Mikulić, J. (2023). The impact of integrated marketing communications consistency on destination brand equity in times of uncertainty: the case of Croatia. Tourism Review, 78(3), 697–711. https://doi.org/10.1108/TR-03-2022-0166
Shah, H. S., Miller, A. F., Yang, C., Grieb, S. M., Lipke, M., Bigelow, B. F., Phillips, K. H., Palomino, P., & Page, K. R. (2023). A Community-Engaged Social Marketing Campaign to Promote Equitable Access to COVID-19 Services Among Latino Immigrants. American Journal of Public Health, 113(3), 263–266. https://doi.org/10.2105/AJPH.2022.307191
Silva, M., Walker, J., Portillo, E., & Dougherty, L. (2022). Strengthening the Merci Mon Héros Campaign Through Adaptive Management: Application of Social Listening Methodology. JMIR Public Health and Surveillance, 8(6), e35663. https://doi.org/10.2196/35663
Spadaro, I., Pirlone, F., Bruno, F., Saba, G., Poggio, B., & Bruzzone, S. (2023). Stakeholder Participation in Planning of a Sustainable and Competitive Tourism Destination: The Genoa Integrated Action Plan. Sustainability, 15(6), 5005. https://doi.org/10.3390/su15065005
Sudiartawan, I. W., & Sutama, I. W. (2022). Komunikasi Budaya Dalam Tradisi Ngelowong Masyarakat Sasak Wetu Telu Di Lombok. Samvada : Jurnal Riset Komunikasi, Media, Dan Public Relation, 1(2), 75–86. https://doi.org/10.53977/jsv.v1i2.762
Turmaine, K., Dumas, A., & Chevreul, K. (2022). Conditions for the Successful Integration of an eHealth Tool “StopBlues” Into Community-Based Interventions in France: Results From a Multiple Correspondence Analysis. Journal of Medical Internet Research, 24(4), e30218. https://doi.org/10.2196/30218
Verduzco Villaseñor, M. del C., Cornejo Ortega, J. L., & Espinoza Sánchez, R. (2023). Governmental Strategies and Policies in the Projection of Smart Tourist Destination: An Approach to the Conceptual and Theoretical Qualitative Analysis. Sustainability, 15(9), 7166. https://doi.org/10.3390/su15097166
Wang, X., & Lin, L. (2023). The Role of Two Social Marketing Strategies and Communication Design in Chinese Households’ Waste-Sorting Intentions and Behavior: A Theory of Planned Behavior Approach. Sustainability, 15(6), 5176. https://doi.org/10.3390/su15065176
Wieczerzycki, M., & Deszczyński, B. (2022). Collective storytelling: Value co-creation in narrative-based goods. Marketing Theory, 22(3), 445–463. https://doi.org/10.1177/14705931221075832
Yang, Y., Wang, Z., Shen, H., & Jiang, N. (2023). The Impact of Emotional Experience on Tourists’ Cultural Identity and Behavior in the Cultural Heritage Tourism Context: An Empirical Study on Dunhuang Mogao Grottoes. Sustainability, 15(11), 8823. https://doi.org/10.3390/su15118823
Zawieska, J., Obracht-Prondzyńska, H., Duda, E., Uryga, D., & Romanowska, M. (2022). In Search of the Innovative Digital Solutions Enhancing Social Pro-Environmental Engagement. Energies, 15(14), 5191. https://doi.org/10.3390/en15145191
