Ermanovida, Ermanovida (2022) Strengthening Digital Marketing in the Development of Typical Culinary Businesses as Tourism Potential of Ogan Ilir Regency. Proceeding the 5th International Conference on Social Sciences and Humanities, 4.
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Strengthening Digital Marketing in the Development of Typical Culinary Businesses as Tourism Potential of Ogan Ilir Regency.pdf Download (322kB) |
Abstract
Ogan Ilir Regency is located in the province of South Sumatra and has 16 sub-districts that have different characteristics, one of which has great potential, namely in the typical culinary of Ogan Ilir. This culinary wealth is a big capital that must be utilized in the context of regional development in terms of tourism, especially as technology increases, it is necessary to use digital marketing and entrepreneurship. The spread of culinary, of course, needs to be strengthened in marketing so that tourists know the types of culinary, access to locations and become the choice of tourists to visit. The purpose of this research is to strengthen digital marketing in developing a typical culinary business as a tourism potential in Ogan Ilir Regency and to find out the use of digital marketing in developing a typical culinary business as a tourism potential in Ogan Ilir Regency. This study uses a qualitative descriptive method with data collection techniques, namely participatory observation, indepth interviews Interviews were conducted directly on informants such as the Department of Youth, Sports and Tourism, the Department of Industry, Trade, Cooperatives and SMEs, the Department of Education and Culture, Culinary Business Actors, and buyers. and literature study, with data validation using data triangulation techniques and using data analysis techniques using interactive model analysis techniques through the components of data collection, data reduction, data presentation, and (drawing conclusions). Based on the results of research, the use of digital marketing in the culinary field is still low and not optimal. This has an impact on the direction and management plans for the management and development of the district, especially culinary business actors. With the strengthening of marketing through digital marketing, we can identify the characteristics of the region and continue with the development of the culinary potential of Ogan Ilir, the development of culinary tourism in Ogan Ilir has not changed much , some Ogan Ilir specialties have become scarce because of the difficulty of finding raw materials, as well as for culinary. existing ones are still using the same method and appearance, there is no innovation and product development from culinary business actors. Digital marketing mastery is still low, there is no use of digital as an effort from business actors to start promoting through various digital marketing. Culinary business actors are more familiar with Facebook and WhatsApp, so most of them promote their culinary using these two applications. There has never been any training or socialization related to digital marketing to increase the potential of the culinary business. Business actors have their own initiatives and try themselves to sell through digital without using a digital marketing strategy. The role of the government is needed for the development of culinary businesses in Ogan Ilir, not only in the form of collecting data on culinary SMEs but also in socializing digital marketing as an effort to increase the income of typical culinary SMEs in Ogan Ilir Regency.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Culinary; Digital Marketing; Mapping; Small and medium enterprises (SMEs); Strengthening; |
| Subjects: | #3 Repository of Lecturer Academic Credit Systems (TPAK) > Articles Access for TPAK (Not Open Sources) |
| Divisions: | 07-Faculty of Social and Politic Science > 63201-State Administration (S1) |
| Depositing User: | Ermanovida S.Sos M.Si |
| Date Deposited: | 18 Aug 2023 23:17 |
| Last Modified: | 18 Aug 2023 23:17 |
| URI: | http://repository.unsri.ac.id/id/eprint/121856 |
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