Proceedings of the International Academic Conference on Tourism (INTACT) "Post Pandemic Tourism: Trends and Future Directions" (INTACT 2022)

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Actor’s Role in Developing Creative Rural Tourism Marketing in the Digital Era: A Case Study in Ponggok, Central Java

Authors
Desy Nur Aini Fajri1, *, Janianton Damanik1, 2, Tri Kuntoro Priyambodo1, Bayu Sutikno1
1Postgraduate Program of Tourism Studies, Universitas Gadjah Mada, Yogyakarta, Indonesia
2Department of Social Development and Welfare, Universitas Gadjah Mada, Yogyakarta, Indonesia
*Corresponding author. Email: desynuraini87@mail.ugm.ac.id
Corresponding Author
Desy Nur Aini Fajri
Available Online 26 December 2022.
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.

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Volume Title
Proceedings of the International Academic Conference on Tourism (INTACT) "Post Pandemic Tourism: Trends and Future Directions" (INTACT 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
26 December 2022
ISBN
10.2991/978-2-494069-73-2_21
ISSN
2352-5398
DOI
10.2991/978-2-494069-73-2_21How to use a DOI?
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

risenwbib
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  -