Creating Sustainable Tourism Through Innovation [Digital-Based Marketing in the Tinalah Rural Tourism]

DOI

10.2991/978-2-494069-73-2_29How to use a DOI?

Keywords

Sustainable tourism; Innovation; Digital marketing; Rural tourism

Abstract

The tourism sector has experienced positive development in recent periods. This situation is a positive signal for the industry and the attractiveness of supporting tourism. Various roles of tourism are present, such as: increasing the economy; empowering people to be considered part of the community's lifestyle. Changes in the behavior of tourists draw more tourists to rural tourism as an alternative tourist attraction. This positive signal makes managers have to be more attractive and innovative, especially with their marketing activities. This study aims to explore digital-based marketing innovations carried out by the rural tourism of Tinalah. The concept of diffusion of innovation is used to explore activities carried out by rural tourism through innovative instruments such as innovations, time, marketing communication channels, and social systems. Qualitative research was conducted to find out the various digital marketing innovations carried out by the Tinalah rural tourism, Yogyakarta special region. Collecting data in this study through interviews and using The Miles Huberman method through four stages: transcription, reduction, categorization, and conclusions. The results show that the concept of diffusion innovation has been applied through supporting instruments such as innovation, time, communication channels, and social systems. This research is expected to be a guide for other rural tourism in creating strategies that will be used. This study is unique because it shows how the rural tourism of Tinalah used strategic applications to make its tourism more sustainable.

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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TY  - CONF
AU  - Agung Sulistyo
AU  - Indah Fatmawati
AU  - Nuryakin
PY  - 2022
DA  - 2022/12/26
TI  - Creating Sustainable Tourism Through Innovation [Digital-Based Marketing in the Tinalah Rural Tourism]
BT  - Proceedings of the International Academic Conference on Tourism (INTACT) "Post Pandemic Tourism: Trends and Future Directions" (INTACT 2022)
PB  - Atlantis Press
SP  - 400
EP  - 416
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-73-2_29
DO  - 10.2991/978-2-494069-73-2_29
ID  - Sulistyo2022
ER  -