Harnessing Technology for Marketing Success: A Case Study in the Culinary Tourism Sector
DOI:
https://doi.org/10.35877/454RI.daengku3158Keywords:
Marketing Strategies, Culinary Tourism, Social Media, Consumer EngagementAbstract
This study investigates effective marketing strategies for Bukit Amaish Cafe & Resto in Pare-Pare, utilizing insights from relevant literature and qualitative data gathered from seven informants, including the owner, manager, marketing staff, and customers. The findings reveal that leveraging data analytics and social media significantly enhances consumer engagement and brand awareness. However, the limitations include a focus on a single location, which may not fully represent broader trends in the culinary tourism industry. The implications of this research emphasize the importance of data-driven approaches in developing targeted marketing strategies. It is recommended that Bukit Amaish invest in staff training for upselling techniques and optimize social media engagement. Additionally, expanding research to include diverse locations could provide further insights into effective marketing strategies within the culinary sector.
References
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Annur, C. M. (2023). Jumlah Pengguna Internet Global Tembus 5,16 Miliar Orang pada Januari 2023. Databoks.
Anton Martin, C., Camarero Izquierdo, C., & Laguna-Garcia, M. (2021). Culinary tourism experiences: The effect of iconic food on tourist intentions. Tourism Management Perspectives, 40. https://doi.org/10.1016/j.tmp.2021.100911
Bae, J. H., & Jeon, H. M. (2022). Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic. Sustainability (Switzerland), 14(18). https://doi.org/10.3390/su141811713
Bilgihan, A., Okumus, F., Nusair, K., & Bujisic, M. (2014). Online experiences: Flow theory, measuring online customer experience in e-commerce and managerial implications for the lodging industry. Information Technology and Tourism, 14(1), 49–71. https://doi.org/10.1007/s40558-013-0003-3
Cindy, A. M. (2023). Indonesia Sabet Posisi Kedua Sebagai Negara Pengguna TikTok Terbanyak di Dunia pada Awal 2023. Databoks.Katadata.
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3). https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Faisal, A., & Ekawanto, I. (2022). The role of Social Media Marketing in increasing Brand Awareness, Brand Image and Purchase Intention. Indonesian Management and Accounting Research, 20(2). https://doi.org/10.25105/imar.v20i2.12554
Fayvishenko, D., Mitchuk, O., Lorvi, I., Konopliannykova, M., Chernobrovkina, S., & Sytnyk, O. (2023). Communication Strategies of Brand Management and Online Marketing of Digital Products. In Economic Affairs (New Delhi) (Vol. 68, Issue 1). https://doi.org/10.46852/0424-2513.1s.2023.31
Halim, K. K., Halim, S., & Felecia. (2019). Business intelligence for designing restaurant marketing strategy: A case study. Procedia Computer Science, 161. https://doi.org/10.1016/j.procs.2019.11.164
Hernández-Mogollón, J. M., Di-Clemente, E., & Campón-Cerro, A. M. (2020). Culinary travel experiences, quality of life and loyalty. Spanish Journal of Marketing - ESIC, 24(3). https://doi.org/10.1108/SJME-11-2019-0094
Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45. https://doi.org/10.1016/j.intmar.2018.07.003
Kaplan, A., & Haenlein, M. (2020). The challenges and opportunities of artificial intelligence. Business Horizons, 63(1).
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3). https://doi.org/10.1080/13527260902757530
Kementerian Pariwisata dan Ekonomi Kreatif / Badan Pariwisata dan Ekonomi Kreatif. (2024). Subsektor Ekonomi Kreatif Kemenparekraf / Baparekraf Republik Indonesia. Kementerian Pariwisata Dan Ekonomi Kreatif / Badan Pariwisata Dan Ekonomi Kreatif.
Lexy J, M. (2019). Metodologi Penelitian Kualitatif. Bandung, Remaja Rosdakarya.
Liu, Y., Wu, M., Lai, K. H., Zhang, J. Z., & Wang, J. (2024). Strategic responses to market uncertainty: performance value of strategic agility and online-to-offline platform adoption. Enterprise Information Systems, 18(1). https://doi.org/10.1080/17517575.2023.2292983
Miles, M. B. and A. M. H. (2014). Qualitative Data Analysis, A Methods Sourcebook, Edition 3. USA: Sage Publications. Terjemahan Tjetjep Rohindi Rohidi, UI-Press. Qualitative Data Analysis, A Methods Sourcebook, Edition 3. USA: Sage Publications. Terjemahan Tjetjep Rohindi Rohidi, UI-Press.
Muchlis, N. F. Fajriaty., Rahayu, M., Renold, & Ridwan, M. (2024). Spotlight on festival travellers: Profiles, Motivations, and Experiences of Dieng Culture Festival Travellers, Indonesia. Jurnal Ilmiah Poli Bisnis, 16(1), 42–55.
Nesterenko, V., Miskiewicz, R., & Abazov, R. (2023). MARKETING COMMUNICATIONS IN THE ERA OF DIGITAL TRANSFORMATION. Virtual Economics, 6(1). https://doi.org/10.34021/VE.2023.06.01(4)
Nurhayati, H., Saufi, A., & Rinuastuti, B. H. (2022). Analysis of Local Gastronomy to Become the Positioning of Tourism Destination (Case Study of Merangkat Chicken in Bilebante Tourism Village, Central Lombok). International Journal of Social Science Research and Review, 5(3). https://doi.org/10.47814/ijssrr.v5i3.174
Nyoman Siryayasa, I., Rahmayanti, F., Arfin Muhammad Salim, M., & Ridwan, M. (2024). Influencer: Sumber Daya Promosi yang Ramah Wisatawan Milenial. Briliant: Jurnal Riset Dan Konseptual, 9(1), 58–72. https://doi.org/10.28926/briliant.v9i1
Pradhan, B. B. (2019). A case study: Designing a restaurant marketing strategy. International Journal of Psychosocial Rehabilitation, 23(6). https://doi.org/10.37200/IJPR/V23I6/PR190728
Riska Veronika, Nila Sartika Achmadi, & Dewi Andriani. (2024). The Implementation of Waiters And Waitresses’ Upselling Techniques At Ticket’s Cafe of Horison Ultima Makassar Hotel. Pusaka?: Journal of Tourism, Hospitality, Travel and Business Event, 59–65. https://doi.org/10.33649/pusaka.v2i1.41
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2). https://doi.org/10.1080/13527266.2013.871323
Serly Hasibuan. (2022). Statistik Penyedia Makan dan Minum 2022. In Badan Pusat Statistik (Vol. 6, Issue 1).
Shin, S., & Xiang, Z. (2020). Social media-induced tourism: A conceptual framework. E-Review of Tourism Research, 17(4).
Swaminathan, V., Schwartz, H. A., Menezes, R., & Hill, S. (2022). The Language of Brands in Social Media: Using Topic Modeling on Social Media Conversations to Drive Brand Strategy. Journal of Interactive Marketing, 57(2). https://doi.org/10.1177/10949968221088275
Syabani, T. S., & Prasetyo, A. (2024). Analysis of the Influence of Blog Content on Brand Awareness in the Digital Age: A Case Study 99.co Indonesia. Daengku: Journal of Humanities and Social Sciences Innovation, 4(4), 647–655. https://doi.org/10.35877/454RI.daengku2640
Tlabela, K., & Douglas, A. (2022). Visitor Information Centres’ Contribution Towards Creating Memorable Visitor Experiences. African Journal of Hospitality, Tourism and Leisure, 11(SpecialEdition2). https://doi.org/10.46222/ajhtl.19770720.325
Topor, D. I., Maican, S. ?tefania, Pa?tiu, C. A., Pugna, I. B., & Solov?stru, M. ?tefan. (2022). USING CSR COMMUNICATION THROUGH SOCIAL MEDIA FOR DEVELOPING LONG-TERM CUSTOMER RELATIONSHIPS. THE CASE OF ROMANIAN CONSUMERS. Economic Computation and Economic Cybernetics Studies and Research, 56(2). https://doi.org/10.24818/18423264/56.2.22.17
Türker, N., & Süzer, Ö. (2022). Tourists’ food and beverage consumption trends in the context of culinary movements: The case of Safranbolu. International Journal of Gastronomy and Food Science, 27. https://doi.org/10.1016/j.ijgfs.2021.100463
Velentza, A., & Metaxas, T. (2023). The Role of Digital Marketing in Tourism Businesses: An Empirical Investigation in Greece. Businesses, 3(2). https://doi.org/10.3390/businesses3020018
Virani, P. R. (2024). Marketing Communications in The Era of Digital Transformation. International Journal of Scientific and Research Publications, 14(2). https://doi.org/10.29322/ijsrp.14.02.2023.p14618
Wan Farah Wani Wan Fakhruddin, & Muhammad Arfin Muhammad Salim. (2023). Fostering The Indonesian Culinary Through Language and Visual on Social Media: Tourism Discourse Perspective. Pusaka?: Journal of Tourism, Hospitality, Travel and Business Event, 106–117. https://doi.org/10.33649/pusaka.v5i2.255
We Are Social. (2021). HootSuite We are social (January 2021), “Hootsuite-We-are-Social-Indonesian-Digital-Report-2021“. Global Digital Insights.
Wijaya, J., & Putra, S. D. (2023). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty of UC Makassar. Jurnal Entrepreneur Dan Entrepreneurship, 12(2). https://doi.org/10.37715/jee.v12i2.4084
World Tourism Organization. (2022). https://doi.org/10.18356/9789210558693c228
Zhang, T., & Huang, X. (2022). Viral marketing: influencer marketing pivots in tourism–a case study of meme influencer instigated travel interest surge. In Current Issues in Tourism (Vol. 25, Issue 4). https://doi.org/10.1080/13683500.2021.1910214
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Published
2024-12-31
How to Cite
Abdi, A., & Rohmah, I. Y. (2024). Harnessing Technology for Marketing Success: A Case Study in the Culinary Tourism Sector. Daengku: Journal of Humanities and Social Sciences Innovation, 4(6), 1060–1069. https://doi.org/10.35877/454RI.daengku3158
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