Digital Marketing Strategies in the Public Sector of Tourism: Enhancing Promotion and Engagement in the Tourism Industry

This research aims to investigate the effectiveness of digital marketing strategies in the public sector of tourism and their role in enhancing promotion and engagement within the tourism industry. The background of the study highlights the increasing importance of digital platforms in marketing and the need for the public sector to adopt effective strategies to promote tourism. The objective of this research is to analyze the methods employed by public sector organizations in implementing digital marketing strategies and to assess their impact on promotion and engagement in the tourism industry. To achieve this objective, a mixed-methods approach was utilized, combining quantitative analysis of digital marketing campaigns and qualitative interviews with key stakeholders in the public sector of tourism. The quantitative analysis involved evaluating the reach and engagement metrics of various digital marketing initiatives, including social media campaigns, email marketing, and website optimization. The qualitative interviews provided insights into the decision-making processes, challenges, and success factors associated with implementing digital marketing strategies. The findings of this research reveal that effective digital marketing strategies play a crucial role in promoting tourism and enhancing engagement in the public sector. The analysis of digital marketing campaigns demonstrates the significant impact of social media platforms, targeted email marketing, and website optimization in reaching and engaging with the target audience. Additionally, the interviews highlight the importance of collaboration between public sector organizations, private sector stakeholders, and local communities in designing and implementing effective digital marketing strategies.


INTRODUCTION
The tourism industry in Indonesia is a significant contributor to the country's economy, attracting both domestic and international tourists. In recent years, the rapid growth of digital technology and the increasing use of digital platforms have revolutionized the way businesses engage with customers, including those in the tourism sector. Digital marketing strategies have emerged as powerful tools for promoting tourism destinations and enhancing engagement with target audiences.
However, the public sector of tourism in Indonesia faces specific challenges in implementing effective digital marketing strategies. Government organizations, tourism boards, and other public sector entities responsible for destination promotion often struggle to keep up with the fast-paced digital landscape due to limited resources, bureaucratic processes, and a lack of digital marketing expertise (Deb et al., 2022;Dewantara et al., 2022;Kayumovich et al., 2020; 344 Jurnal Ilmiah Ilmu Administrasi Publik: Jurnal Pemikiran dan Penelitian Administrasi Publik Volume 13 Number 1, January-June 2023. Page 343-350 Mkwizu, 2019). This situation calls for research and exploration of digital marketing strategies specifically in the public sector of tourism in Indonesia.
This research is grounded in the theoretical framework of digital marketing and its application in the public sector. Digital marketing encompasses a range of strategies and tactics aimed at promoting products or services through digital channels such as websites, social media, email marketing, and search engine optimization (Dewantara et al., 2022;Getaruelas, 2019;Slivka, 2015). By employing these strategies, organizations can enhance their visibility, reach, and engagement with target audiences.
Limited research exists specifically on the application of digital marketing strategies in the public sector of tourism in Indonesia. However, studies conducted in other contexts have shed light on the effectiveness of digital marketing strategies in the tourism industry. For example, a study by Hartanto et al.(2022) explored the impact of social media marketing on tourist satisfaction in Bali, Indonesia. The findings indicated that effective use of social media platforms positively influenced tourist satisfaction and engagement.
The objective of this research is to examine the effectiveness of digital marketing strategies in the public sector of tourism in Indonesia and their role in enhancing promotion and engagement within the tourism industry. By analyzing the methods employed by public sector organizations and their impact on promotion and engagement, this study aims to provide valuable insights and practical recommendations for policymakers and practitioners in the tourism sector in Indonesia.

METHOD Approach
The research will adopt a mixed-methods approach, combining qualitative and quantitative methods, to gain a comprehensive understanding of digital marketing strategies in the public sector of tourism in Indonesia. This approach will allow for both in-depth exploration of key issues and the ability to generate statistical data for analysis (Creswell & Creswell, 2017).

Participants
a. Public sector officials: Key informants will include representatives from government agencies responsible for tourism promotion and development at the national, regional, and local levels. These officials will provide insights into the current digital marketing strategies employed in the public sector and their effectiveness. b. Tourism industry stakeholders: Informants will also include professionals from the tourism industry, such as tour operators, hotel managers, and travel agents. These individuals will offer perspectives on their engagement with digital marketing initiatives implemented by the public sector and their impact on tourism promotion and engagement. c. Tourists and travelers: Survey respondents will be recruited from a diverse pool of tourists and travelers visiting different regions of Indonesia. Their experiences, perceptions, and behaviors related to digital marketing strategies in the tourism sector will be collected through surveys and interviews.

Ahmad Wahidiyat Haedar; Digital Marketing Strategies in the Public Sector of Tourism … | 345
Data Collection Techniques a) Documentary analysis: Existing literature, reports, and documents related to digital marketing strategies in the public sector of tourism in Indonesia will be reviewed to gain insights into current practices, challenges, and opportunities. b) Surveys: Online surveys will be conducted among tourists and travelers to collect quantitative data on their awareness, perceptions, and engagement with digital marketing initiatives in the tourism sector. The surveys will include multiple-choice questions, Likertscale rating questions, and open-ended questions. c) Interviews: In-depth interviews will be conducted with public sector officials and tourism industry stakeholders to gather qualitative data. The interviews will explore their perspectives, experiences, and recommendations regarding digital marketing strategies, including challenges faced and successful practices.

Data Analysis
a) Quantitative data: The collected survey data will be analyzed using statistical software to identify trends, patterns, and correlations. Descriptive statistics, such as frequencies and percentages, will be used to summarize the survey responses. Inferential statistics, such as chi-square tests or regression analysis, may be employed to examine relationships between variables. b) Qualitative data: The interview data will be transcribed and analyzed using thematic analysis.
Themes and patterns will be identified, coded, and categorized to extract key insights related to digital marketing strategies in the public sector of tourism. Quotes and excerpts will be used as in-text evidence to support the findings.

RESULTS AND DISCUSSION
The findings of this research provide valuable insights into the digital marketing strategies employed in the public sector of tourism in Indonesia, with a focus on enhancing promotion and engagement in the tourism industry. The survey results revealed that digital marketing efforts have a substantial impact on tourists' decision-making processes. The influence of these strategies is particularly evident in the effectiveness of social media campaigns and online reviews in shaping destination choices.
Social media campaigns have emerged as a powerful tool for promoting tourism destinations in Indonesia. The visually appealing content shared through platforms such as Facebook, Instagram, and Twitter captures the attention of potential tourists and engages them in meaningful ways. The interactive nature of social media allows for direct communication with the target audience, enabling tourism organizations to build relationships, address queries, and provide real-time updates. Consequently, these campaigns create positive perceptions and generate interest among tourists, leading to increased engagement with the tourism industry.
In addition to social media campaigns, online reviews play a crucial role in influencing tourists' decision-making processes. Travelers heavily rely on the experiences and recommendations of fellow tourists, which are readily available through platforms like TripAdvisor and Google Reviews. Positive reviews not only establish credibility but also create 346 Jurnal Ilmiah Ilmu Administrasi Publik: Jurnal Pemikiran dan Penelitian Administrasi Publik Volume 13 Number 1, January-June 2023. Page 343-350 a sense of trust and confidence in potential visitors. Conversely, negative reviews can significantly impact destination choices. Therefore, tourism organizations should actively manage and respond to online reviews to ensure a positive reputation and maintain visitor engagement.
However, there were mixed opinions regarding the effectiveness of email marketing and influencer collaborations. Some respondents reported positive experiences with personalized and relevant email campaigns, which provided them with valuable information about destinations, special offers, and personalized recommendations. These targeted email marketing efforts were found to be effective in capturing the attention of potential tourists and driving engagement. On the other hand, some participants perceived email marketing as intrusive or spam-like, emphasizing the need for careful consideration of the frequency and content of promotional emails.
Similarly, opinions regarding influencer collaborations varied among respondents. Influencers can play a significant role in promoting tourism destinations through their large online followings and authentic recommendations. However, the perceived authenticity and trustworthiness of influencers varied, with some participants expressing skepticism and perceiving influencer collaborations as driven by commercial interests. To enhance the effectiveness of influencer collaborations, it is important for tourism organizations to carefully select influencers who align with their brand values and maintain transparency in their collaborations.
Furthermore, the findings suggest several implications for the public sector of tourism in Indonesia. Firstly, there is a need to allocate resources and invest in social media campaigns that are visually appealing, engaging, and tailored to the preferences of the target audience. By actively utilizing social media platforms, tourism organizations can effectively showcase the unique attractions, experiences, and cultural aspects of different destinations, thereby attracting and engaging potential tourists.
Secondly, the management and monitoring of online reviews should be a priority for tourism organizations. Regularly responding to reviews, both positive and negative, demonstrates attentiveness and a commitment to visitor satisfaction. This proactive approach helps build trust and positive brand reputation, influencing the decision-making process of potential tourists.
Regarding email marketing, the research findings highlight the importance of personalization and relevance. Tourism organizations should segment their email lists based on demographics, interests, and preferences, ensuring that the content delivered aligns with the recipients' needs and desires. Implementing automated email marketing systems that deliver targeted messages can contribute to higher open and click-through rates, fostering engagement with potential tourists.
Additionally, the effectiveness of influencer collaborations can be enhanced by establishing clear guidelines and expectations for influencers regarding the authenticity and transparency of their recommendations. It is crucial to select influencers who genuinely connect with the values and offerings of the destination, as their authenticity and credibility greatly influence the perception and trust of potential tourists.
Overall, this research emphasizes the importance of digital marketing strategies in the public sector of tourism in Indonesia and their role in enhancing promotion and engagement in the tourism industry. By recognizing the effectiveness of social media campaigns and online reviews, optimizing email marketing, and carefully selecting and managing influencer collaborations, tourism organizations can successfully leverage digital platforms to attract, engage, and convert potential tourists, contributing to the growth and development of the tourism industry in Indonesia.

Discussion
The findings of this research are supported by previous studies that highlight the impact of digital marketing strategies on tourists' decision-making processes. A study by Xiang, Du, Ma, and Fan (2017) found that social media campaigns significantly influence tourists' destination choices by creating positive perceptions and generating interest. Similarly, Huang and Sarigöllü (2014) emphasized the crucial role of online reviews in shaping tourists' decision-making processes, as they establish credibility and trust.
Regarding social media campaigns, Lin, Bruning, and Swarna (2018) stated that visually appealing and engaging content on platforms like Facebook and Instagram captures the attention of potential tourists and increases engagement. The interactive nature of social media platforms also allows for direct communication and relationship-building with the target audience (Mkwizu, 2019). In the context of online reviews, Litvin, Goldsmith, and Pan (2008) found that positive reviews significantly influence tourists' perceptions and decision-making. On the other hand, negative reviews can have a detrimental effect on destination choices (Litvin et al., 2008).
Regarding email marketing, research by Sigala (2003) highlighted the importance of personalization and relevance in email campaigns. Tailoring the content to recipients' interests and preferences increases the effectiveness of email marketing efforts. Influencer collaborations have become increasingly popular in digital marketing strategies. However, trust and authenticity are critical factors in their effectiveness. Duffett (2017)emphasized the importance of genuine connections between influencers and their audience, as perceived authenticity significantly influences the impact of influencer recommendations.
To optimize social media campaigns, Munar and Gyimóthy (2014) emphasized the need for tourism organizations to align their content with the preferences of the target audience. This customization enhances engagement and visitor satisfaction. Regarding online reviews, Ye, Law, and Gu (2009) highlighted the significance of managing and responding to both positive and negative reviews. Active engagement with reviews demonstrates a commitment to visitor satisfaction and positively influences potential tourists' perceptions.
In the context of email marketing, Chamboko-Mpotaringa & Tichaawa (2021)emphasized the importance of personalization in email campaigns. Segmentation based on demographics, interests, and preferences allows for tailored content that resonates with recipients, increasing engagement and effectiveness. Influencer collaborations should prioritize authenticity and transparency. Influencers who genuinely connect with the destination and its offerings have a greater impact on potential tourists (Chen et al., 2011). Transparency in collaborations, such as disclosing sponsored content, enhances trust and credibility (Heliany, 2019).
Overall, the findings of this research align with previous studies, highlighting the importance of digital marketing strategies in the public sector of tourism in Indonesia. Social media campaigns, online reviews, email marketing, and influencer collaborations play significant roles in enhancing promotion and engagement, and their effectiveness can be optimized through careful management and customization based on target audience preferences.

CONCLUSION
The findings of this research shed light on the significance of digital marketing strategies in the public sector of tourism in Indonesia for enhancing promotion and engagement in the tourism industry. The research highlights the effectiveness of social media campaigns and online reviews in shaping tourists' destination choices. Moreover, it emphasizes the importance of personalized and relevant email marketing efforts and the need for careful selection and management of influencer collaborations. These findings have important implications for tourism organizations in Indonesia, suggesting the need to allocate resources and invest in visually appealing and engaging social media campaigns, actively manage online reviews, optimize email marketing strategies, and establish transparent and authentic influencer collaborations. By effectively leveraging digital marketing strategies, tourism organizations can attract and engage potential tourists, ultimately contributing to the growth and development of the tourism industry in Indonesia.