PENGUKURAN DIGITAL DESTINATION BRANDING PADA DESTINASI WISATA POPULER DI SULAWESI TENGAH

Ibnu Kuncorobroto

Authors

Ibnu Kuncorobroto Universitas Sebelas Maret

Keywords:

Digital destination branding, social networks, digital tourism services

Abstract

This research specifically examines digital branding of tourism destinations. This research aims to measure factors that are considered significant for destination branding in the digital arena. The sample for this research is DMOs in the top 10 tourist destinations in Central Sulawesi Province. Measuring digital destination branding uses three pillars, namely social network presence (SNP), Social Network Content (SNC), and Digital Tourism Services (DTS). Data analysis uses content analysis using dichotomous data. The results of this research show that DMOs in Central Sulawesi have poor digital destination branding performance, except for Lore Lindu and Lembah Bada which are quite good at branding their destinations digitally. The other eight destinations show that the DDB score is in the bad category. This can be seen in the SNP, SNC and DTS pillars which are still low. The eight DMOs are still very poor in managing their social media in promoting their tourist destinations. This poor digital performance is a consequence of the inertial attitude of the well-known tourist destination DMO.

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