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Home > Archives > Volume 20, No 8 (2022) > Article

DOI: 10.14704/nq.2022.20.8.NQ22263

The Effect of Digital Marketing Capabilities on Local Government Performance in Tourism Industry

Al Taqdir Badari, Mohammad Hamsal, Asnan Furinto, RanoKartono

Abstract

Digital marketing has become a top choice in the current marketing situation where the market is migrating to the electronic market space. For local governments, the implementation of digital marketing and the use of social media are not only beneficial in improving their efficiency, accountability effectiveness, democracy and performance, but can also facilitate promotional activities of tourism destinations and tourism products located in their regions. The aim of this literature review is to investigate the effect of digital marketing capabilities on efficiency, effectiveness on the performance of local governments in the tourism industry, especially in the promotion of tourism destinations and regional tourism products. This study uses a literature review to understand the influence of digital marketing capabilities on efficiency, effectiveness on the performance of local governments in the tourism industry. The study protocol was formulated as a guide for literature search, using 'digital marketing, and 'marketing mix' as search terms. The terms "local tourism" and "local government" are also used in searches, ranging from titles, abstracts, keywords or in texts, to present discussions related to digital marketing that still exist in tourism. The results show a positive relationship, where digital marketing capabilities affect the efficiency, effectiveness, and performance of local governments in the tourism industry, the promotion of tourism destinations and regional tourism products.

Keywords

digital marketing, marketing mix, local tourism, local government

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