Digital Marketing in Promoting Events and Festivities. a Case of Sanur Village Festival

Abstract

<jats:p>Digital marketing intends to influence consumers’ desire, cognition, feelings, belief, attitude and image concerning products and brands which has the ultimate goal to influence consumers’ purchase behaviour. Digital marketing has been widely used to promote tourism around the world, including Sanur Village Festival in Bali. Sanur Village Festival is one of the famous events in Bali which has been held annually since year 2005 in order to recover image and reputation of Bali as a peaceful destination after terrorism attacks. Research was designed to examine the role of digital marketing in visitors’ behavioural intention in visiting Sanur Village Festival 2015. Research was undertaken in the area of Sanur Village Festival (SVF) on 26 - 30 August 2015. The number of respondents was 207 visitors. Data was analysed by using SmartPLS program.The results show that among four indicators, only indicator of event advertisement significantly influences visitors’ intention in visiting SVF with Alpha Cronbach coefficient is 0.59 (≥ 0.6) and correlation coefficient is 0.369 (≥ 0.3). Meanwhile, three other indicators, namely source of event’s information, accompany to visit, and event’s arrangement is not significant to influence visitors’ intention to visit SVF. Among types of advertisement, the results show that the highest percentage of advertisement’s type which affected the visitors’ intention to visit SVF is the use of digital advertisement, namely television (41.2%), internet (32.7%), and broadcast (13.4%). However, non-digital advertisement has less influence, namely printed media (4.8%), banner (4.5%) and brochure (3.4%). Understanding development of preferred weblogs and portals by internet users is very important to be able to get more success in gaining specific target market, as people are getting more internets oriented. The results indicate that successful promotional strategy in the information and technological era should be focused on digital marketing with a clear focus on efficiency, sustainability and experiences enrichment. However, it cannot be denied that other factors such as attitudes toward behaviour and perceived behaviour control are also defining factors in influencing consumers’ purchase behaviour which is also need to be focused on.</jats:p>

Влияние Продажи Цифрового Маркетинга На Малых И Средних Предприятиях С Продажи В Каппадокии

“…While digital marketing shows its presence in channels that do not require internet, it goes beyond internet marketing with this feature (Kulova & Mihaylov, 2018). Digital marketing includes mobile phones (Short Message Service -SMS and Multimedia Message Service -MMS), search engine marketing, social media marketing, display advertising and many other types of digital media (Suryawardani & Wiranatha, 2017). Digital marketing has a very wide meaning that carries out all of its activities in digital environments.…”

Práticas Contemporâneas de Marketing: O Caso de Pequenas Empresas de Confecção de Vestuários

“…Além da necessidade da avaliação periódica da eficiência operacional e dos resultados alcançados (Taiminen & Karjaluoto, 2015;Suryawardani & Wiranatha, 2017), Gilmore et al (2007) alertaram que as práticas digitais precisam estar alinhadas com as estratégias tradicionais de marketing, incluindo o perfil do público-alvo, o posicionamento de mercado e as demais decisões de marketing off-line. Evidências no contexto da pequena confecção de vestuários apontam, ainda, como essenciais: a clareza para com o público-alvo, o conteúdo atualizado e a velocidade de resposta nas interações com os clientes (Colque, Baptista, & Oliveira, 2016).…”

Digital Marketing in Culinary Tourism : A Case of Micro, Small and Medium Enterprises (MSMEs) in Indonesia

“…There is a shortage of literature in digital marketing and research studies that observe different aspects of the MSME. However, most of the studies lack in digital marketing for example [3] implementing a holistic ERP system for SMEs, [4] digital marketing has been broadly used to advance the travel industry event advertisement, SMEs may take various courses to improve achievement when computerized change is changing their business models [5], does three people digital marketing a large company, but knowledge of how MSMEs utilize digital marketing requires more in-depth knowledge and only medium and large scale companies, there is still very little research on MSME especially digital marketing on culinary tourism in Indonesia.…”

“…This number plays 8 percent of all current SMEs in Indonesia, which is 59.2 million and is assessed to speak to 80 percent of the overall monetary turn of events [6]. Computerized showcasing has likewise been broadly used to advance the travel industry around the globe [4], just rare sorts of people who effectively utilize web-based life as their promotion tools and they have not separated their online shop account with their account, several others use it occasionally, and the rest participants have never used social media marketing for being lack of technological skill. All participants showed great interest in using social media marketing continuously [7].…”