Crowdworking, is it Beneficial in Destination Marketing? (An Empirical Model in Tourism Destinations in Central Java)

Abstract

With social media, the opportunities to promote the tourism destination are virtually endless. This exploratory research is examining crowd working as a new term in tourism that has not been investigated clearly and there is not much information available on it. The purpose of conducting this research is to develop more understanding about crowd working and provide answers to how crowdfunding benefit for tourism industry. This research conducted in Tourism destination in Central java. Data analysed with Amos statistical software. Crowd working in tourism industry defines as tourism destination that employ digital natives to tagging photographs and review their experience in visiting destination to their social media with tagging accounts, hashtag, communities and people. The result show that Crowd working and knowledge destination create an engagements of destination innovativeness to promote the destination trough social media content and this holds an enormous potential for the tourism industry. Knowledge destination is an amount or information own by a tourism destination resources about the destination. Having sufficient knowledge of tourist destinations will be able to increase the power of innovation so that the impact on marketing performance of tourism destinations will be increased. The power of innovation in a tourist destination greatly supports tourism marketing. Visitors always want to get new experiences and new stories in visiting a tourist destination. The ability of a destination to innovate following changes in existing tourist interests is needed in determining the marketing strategy of a tourist destination. In improving the marketing performance of tourist destinations can be improved through the role of crowd working with its indicators digital communities, social media promotion and networking; through the role of ownership of knowledge destinations and innovativeness. The existing literature on the crowdsourcing concept is relatively limited. Accordingly, this research adds a novel contribution to crowdsourcing literature and evaluates it and its impact as a source of the transformation of the tourism marketing.

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