ANALISIS PENERAPAN DIGITAL MARKETING DALAM MENCIPTAKAN PENGELOLAAN BERKELANJUTAN DI GEMBIRA LOKA ZOO YOGYAKARTA
DOI:
https://doi.org/10.35145/procuratio.v13i4.5114Kata Kunci:
Sustainability, Zoo, Tourism, Marketing, TAM, Keberlanjutan, Kebun Binatang, Pariwisata, PemasaranAbstrak
Implementing digital marketing has various positive impacts on business development, including the tourism sector. Some benefits arise from this implementation, including expanding the market, ease of access to information, increased literacy, and understanding market needs. However, tourism managers have not fully implemented these opportunities. Several problems arise, such as minimal technology education, limited technological tools, and financial issues. Gembira Loka Zoo is a tourism sector that has been able to adopt the use of technology for marketing activities. This study aims to determine the application of technology in marketing activities to create sustainable management. This study uses a descriptive qualitative method through an interpretive paradigm. Data collection uses interviews combined with the Technology Acceptance Model (TAM) theory. Several informants come from management and visitors to uncover their experiences. The Miles Huberman method and triangulation strengthen the data analysis and validation. The study results indicate that Gembira Loka Zoo implements digital marketing comprehensively based on the Theory Acceptance Model (TAM) concept. Management has utilized various popular digital marketing platforms, utilizes modern technological tools, has creative ideas, and can provide information to attract the market. The results of this study can be used as a reference in implementing digital marketing to create sustainable management.
Penerapan digital marketing memberikan berbagai dampak positif bagi perkembangan bisnis termasuk sektor pariwisata. Beberapa manfaat hadir dari penerapan tersebut, antara lain: memperluas pasar, kemudahan akses informasi, peningkatan literasi, hingga mengetahui kebutuhan pasar. Namun demikian, peluang tersebut tidak sepenuhnya mampu diterapkan oleh pengelola pariwisata. Beberapa permasalahan muncul seperti: minimnya edukasi teknologi, keterbatasan alat teknologi, hingga masalah finansial. Gembira Loka Zoo menjadi sektor pariwisata yang mampu mengadopsi penggunaan teknologi untuk aktivitas pemasaran. Penelitian ini bertujuan untuk mengetahui penerapan teknologi dalam aktivitas pemasaran sebagai upaya menciptakan pengelolaan berkelanjutan. Penelitian ini menggunakan metode kualitatif deskriptif melalui paradigma interpretive. Pengumpulan data menggunakan wawancara yang dikombinasikan dengan teori Technology Acceptance Model (TAM). Beberapa informan berasal dari unsur pengelola dan pengunjung sebagai upaya mengungkap pengelaman yang mereka miliki. Sebagai upaya memperkuat analisa serta validasi data menggunakan metode Miles Huberman dan Triangulasi. Hasil penelitian menunjukan, Gembira loka Zoo menerapkan digital marketing secara menyeluruh berdasarkan konsep Technology Acceptance Model (TAM). Pengelolaan telah menggunakan berbagai platform digital marketing populer, menggunakan alat teknologi modern, memiliki ide kreatif, serta mampu memberikan informasi untuk menarik pasar. Hasil penelitian ini dapat menjadi acuan dalam penerapan digital marketing sebagai upaya menciptakan pengelolaan berkelanjutan.
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Referensi
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Alghizzawi, M., Habes, M., & Salloum, S. A. (2020). The Relationship Between Digital Media and Marketing Medical Tourism Destinations in Jordan: Facebook Perspective. 5th International Conference on Advanced Intelligent Systems and Informatics, AISI 2019, 1058, 438–448. https://doi.org/10.1007/978-3-030-31129-2_40
Almeida, S., & Campos, A. C. (2021). New avenues for business competitiveness: The case of a community of practice in the hotel sector. International Journal of Culture, Tourism, and Hospitality Research. Scopus. https://doi.org/10.1108/IJCTHR-12-2020-0285
Almeida-Santana, A. (2018). Advances in Tourism Marketing in a Global Market Towards a Better Understanding of Loyalty, Social Media, Island Tourism and Cultural Convergence. European Journal of Tourism Research, 18, 164–168.
Andryani, K. (2022). Manajemen Marketing Public Relation Gembira Loka Zoo Yogyakarta Dalam Meningkatkan Jumlah Pengunjung 2021. Jurnal Komunikasi Korporasi & Media (JASIMA), 3(2), 137–156.
Ardito, L., Cerchione, R., Del Vecchio, P., & Raguseo, E. (2019). Big data in smart tourism: Challenges, issues and opportunities. Current Issues in Tourism, 22(15), 1805–1809. https://doi.org/10.1080/13683500.2019.1612860
Asmelash, A. G., & Kumar, S. (2019). Assessing progress of tourism sustainability: Developing and validating sustainability indicators. Tourism Management, 17, 67–83. https://doi.org/10.1016/j.tourman.2018.09.020
Bell, C., & Ruhanen, L. (2016). The diffusion and adoption of eco-innovations amongst tourism businesses: The role of the social system. Tourism Recreation Research, 41(3), 291–301. https://doi.org/10.1080/02508281.2016.1207881
Bell, S., & Morse, S. (2008). Sustainability Indicators Measuring the Immeasurable? (second). Earthscan. https://www.u-cursos.cl/ciencias/2015/2/CS06067/1/material_docente/bajar?id_material=1210909
Buchori, A., Sulistyo, A., Annisa, R. N., & Mahanani, S. (2025). Pengelolaan Konten Publikasi Desa Wisata: Menciptakan Keunggulan Daya Saing dan Pengelolaan Berkelanjutan. Jurnal Manajemen dan Organisasi, 16(1), 26–42. https://doi.org/10.29244/jmo.v16i1
Buchori, A., Sulistyo, A., Yudiandri, T. E., Arifkusuma, M. B., Hadianto, F., Aguilera, E., & Saputra, I. (2023). Inovasi Desa Wisata Dalam Menciptakan Pengelolaan dan Pemasaran Berkelanjutan (Studi Pada Desa Wisata Berprestasi). Journal of Tourism Destination and Attraction, 11(2), 89–100. https://doi.org/10.35814/tourism.v11i2.5392
Chamidah, N., Guntoro, B., & Sulastri, E. (2020). Marketing communication and synergy of pentahelix strategy on satisfaction and sustainable tourism. Journal of Asian Finance, Economics and Business, 7(3), 177–190. Scopus. https://doi.org/10.13106/jafeb.2020.vol7.no3.177
Creswell, J. & David. (2019). Research Design Qualitative, Quantitative and Mix Methods Approaches. 388–388.
Diwangkara, N. K., Sari, S. R., & Rukayah, R. S. (2020). Pengembangan Pariwisata Kawasan Baturraden. Jurnal Arsitektur ARCADE, 4(2), 120. https://doi.org/10.31848/arcade.v4i2.431
Djamil, F. D., & Sulistyo, A. (2023). Implementasi Virtual Reality Dalam Pemasaran Pariwisata (Studi Pada Taman Pintar Dan Play Both). Journal of Information System Management (JOISM), 5(1), 33–39. https://doi.org/10.24076/joism.2023v5i1
Farah, N. T., Amiwantoro, S., Nikmah, F., Ikaningtyas, M., & Anyar, G. (2024). Implementasi Strategi Pemasaran Digital Dalam Pengembangan Bisnis Di Era Digitalisasi. Jurnal Media Akademik (JMA), 2(4).
Fatmawati, I., & Sulistyo, A. (2022). Peningkatan Daya Saing Objek Wisata Berbasis Masyarakat melalui Strategi Digital Marketing. Jurnal Pengabdian dan Pemberdayaan Masyarakat, Volume 6 No. 2, 383–391. https://doi.org/10.30595/jppm.v6i2.12400
Firmansyah, M. Z., Sulistyo, A., & Soeroso, A. (2023). Analisis Fishbein Dalam Menciptakan Pengelolaan Pariwisata Berkelanjutan (Studi Pada Museum Kotagede). Jurnal Ilmiah METANSI, 7(1), 28–38. https://doi.org/10.57093/metansi.v7i1.243
Galiano, A., RodrÃguez, V., & Saco, M. (2018). Analysis of the behaviour of the clients assisted and sales variables in the different phases of the product life cycle. European Journal of Management and Business Economics, 27(3), 266–284. https://doi.org/10.1108/EJMBE-01-2018-0005
Halcomb, E., & Andrew, S. (2005). Triangulation as a method for contemporary nursing research. Nurse Researcher, 13(2), 71–82. https://doi.org/10.7748/nr.13.2.71.s8
Hendarsyah, D. (2020). Pemasaran digital dalam kewirausahaan. 9(1), 25–43.
Huarng, K.-H., Botella-Carrubi, D., & Yu, T. H.-K. (2021). The effect of technology, information, and marketing on an interconnected world. Journal of Business Research, 129, 314–318. https://doi.org/10.1016/j.jbusres.2021.03.004
Istiarni, P. R. D. (2020). Analisis Pengaruh Persepsi Manfaat, Kemudahan Penggunaan Dan Kredibilitas Terhadap Minat Penggunaan Berulang Internet Banking Dengan Sikap Penggunaan. Department of Accounting, 1–48.
Izzi, M. F., Sulistyo, A., & Soeroso, A. (2024). Implementasi Analisis Fishbein Dalam Menciptakan Kepuasan Pengunjung Pada Objek Wisata Museum Sunan Giri. Jurnal Riset Manajemen dan Akuntansi, 12(1), 33–44. https://doi.org/10.33508/jrma.v12i1.1350
Jayasundara, C. C. (2021). Adoption of electronic books in a higher education setting: An exploratory case study based on diffusion of innovation and garner’s hype cycle paradigms. Annals of Library and Information Studies, 68(3), 258–267.
Karmanov, M. V., Kiseleva, I. A., Kuznetsov, V. I., Zavrazhin, A. V., & Shubina, I. V. (2020). The process of innovation diffusion and adoption of innovations in the business modelling for travel companies. Journal of Environmental Management and Tourism, 11(2), 346–354. https://doi.org/10.14505/jemt.v11.2(42).13
Kusumawati, F. D., & Sulistyo, A. (2024). Optimalisasi Green Human Resource Management Dalam Meningkatkan Kinerja Pengelolaan Bisnis Perhotelan (Sebuah Studi Literature). Jurnal Manajemen Diversifikasi, 4(2), 519–536. https://doi.org/10.24127/diversifikasi.v4i2.5537
Lesar, L., & Weaver, D. (2021). A Diffusion Perspective on the Discontinuance of Sustainable Tourism Quality Control Tools. Journal of Travel Research. https://doi.org/10.1177/00472875211017232
Li, W., Phang, S., Wai, K., Choi, S., & Ho, S. Y. (2021). Machine Translated by Google Manajemen informasi. 86(xxxx), 1–14.
Matiku, S., Zuwarimwe, J., & Tshipala, N. (2020). Community-driven tourism projects’ economic contribution to community livelihoods-A case of makuleke contractual park community tourism project. Sustainability (Switzerland), 12(19). Scopus. https://doi.org/10.3390/su12198230
Miles, M. B., & Huberman, M. A. (1994). Qualitative _Data Analysis.pdf (Second Edi). SAGE Publications Inc.
OECD. (2020, April 3). OECD Tourism Trends and Policies 2020. OECD Tourism Trends and Policies 2020. https://www.oecd-ilibrary.org/urban-rural-and-regional-development/oecd-tourism-trends-and-policies-2020_6b47b985-en
Oktaviani, A. B., & Yuliani, E. (2023). Dampak Pengembangan Pariwisata Terhadap Kondisi Ekonomi Masyarakat. Jurnal Kajian Ruang, 3(1), 1. https://doi.org/10.30659/jkr.v3i1.22574
Paina, L., Namazzi, G., Tetui, M., Mayora, C., Kananura, R. M., Kiwanuka, S. N., Waiswa, P., Mutebi, A., & Ekirapa-Kiracho, E. (2019). Applying the model of diffusion of innovations to understand facilitators for the implementation of maternal and neonatal health programmes in rural Uganda. Globalization and Health, 15(1), 38–38. https://doi.org/10.1186/s12992-019-0483-9
Ranjani, E., Fasa, M. I., & Susanto, I. (2024). Implementasi Digital Marketing Sebagai Strategi Pemasaran Guna Meningkatkan Daya Saing UMKM di Indonesia. November, 7443–7452.
Richards, P., & Font, X. (2019). Sustainability in the tour operator–ground agent supply chain. Journal of Sustainable Tourism, 27(3), 277–291. Scopus. https://doi.org/10.1080/09669582.2018.1560451
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2025-12-31
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