Research Article
Digital Marketing Adoption by Tourism Village in Banten Province
@INPROCEEDINGS{10.4108/eai.4-11-2022.2329725, author={Mira Maulani Utami and Enok Nurhayati and Emma Suryanti and E.R. Taufik}, title={Digital Marketing Adoption by Tourism Village in Banten Province}, proceedings={Proceedings of the International Conference on Sustainability in Technological, Environmental, Law, Management, Social and Economic Matters, ICOSTELM 2022, 4-5 November 2022, Bandar Lampung, Indonesia}, publisher={EAI}, proceedings_a={ICOSTELM}, year={2023}, month={9}, keywords={digital marketing adoption tourism village performance technological acceptance model}, doi={10.4108/eai.4-11-2022.2329725} }- Mira Maulani Utami
Enok Nurhayati
Emma Suryanti
E.R. Taufik
Year: 2023
Digital Marketing Adoption by Tourism Village in Banten Province
ICOSTELM
EAI
DOI: 10.4108/eai.4-11-2022.2329725
Abstract
Tourism village was established to empower the community to participate as direct actors in addressing the potential of tourism or tourist attractions in the community area. The importance of digitization in improving the productivity and competitiveness of this tourism village must follow by increasing the competitiveness of tourism villages, among others, realized by the adoption of technology of information and communication, in particular, the adoption of information technology The goal of this study is to learn about the adoption of digital marketing methods in Banten Province tourism villages that have gone online, as well as the consequences of tourism village performance. Sample as many as 100 Tourism Awareness Groups (Pokdarwis) members using purposive random sampling. The results of this research perceived ease of use positively and significantly influence on the Adoption of Digital Marketing. Perception of usefulness has a positive and significant effect on the adoption of Digital Marketing. Technological comptability has a positive and significant influence on the adoption of Digital marketing. The adoption of Digital Marketing has a positive and significant effect on Tourism village Performance. Various benefits of digital marketing adoption in improving the performance of tourism villages in terms of efficiency and, effectiveness, coordination. Quality of decisions and increased knowledge.
