期刊名称：International Journal of Multicultural and Multireligious Understanding
电子版ISSN：2364-5369
出版年度：2022
卷号：9
期号：3
页码：547-558
DOI：10.18415/ijmmu.v9i3.3555
语种：English
出版社：International journal of multicultural and multireligious understanding
摘要：This study aims to analyze and determine the role of digital marketing and Electronic Word-Of-Mouth carried out by the SETIGI Nature Tourism manager (Selo Tirto Giri) after the COVID-19 pandemic. The method used in this research is a qualitative descriptive approach. Data collection techniques used by literature review, observation, interviews and documentation. The informants in this study were BUMDes Sekapuk, Selo Tirto Giri Manager and Village Development and Empowerment Staff, the selection of informants was based on purposive sampling technique. The data analysis technique used the Miles and Huberman triangulation technique where the stages in this study were data reduction, data presentation and conclusion drawing. The results show that digital marketing in the use of the internet and social media such as Instagram, TikTok, Facebook and the Internet plays an active role. Electronic Word-Of-Mouth is the main key in marketing SETIGI Nature Tourism (Selo Tirto Giri) through the internet and social media, so as to create two-way communication that can influence consumer behavior in choosing SETIGI (Selo Tirto Giri) tourist attractions. Viral marketing as a very powerful tool in attracting the attention of visitors about SETIGI Nature Tourism (Selo Tirto Giri) must be done consistently and continuously. Tourist behavior in choosing tourist destinations is determined by positive eWOM which is formed by visitors themselves.
