Research Article
Increasing Digital Media Literacy to Improve Online Marketing: A Case Study of Ranuyoso Tourism Village
@INPROCEEDINGS{10.4108/eai.9-11-2022.2329435, author={Hamamah Hamamah and Mochamad Andhy Nurmansyah and Fredy Nugroho Setiawan and Joni Kusnadi and Tri Budi Prayogo and Muhammad Taufiq Ihsan}, title={Increasing Digital Media Literacy to Improve Online Marketing: A Case Study of Ranuyoso Tourism Village}, proceedings={Proceedings of the 2nd International Seminar on Cultural Sciences of Brawijaya, ISCS 2022, 9--10 November 2022, Malang, Indonesia}, publisher={EAI}, proceedings_a={ISCS}, year={2023}, month={6}, keywords={digital literacy online marketing ranuyoso lumajang tourism}, doi={10.4108/eai.9-11-2022.2329435} }- Hamamah Hamamah
Mochamad Andhy Nurmansyah
Fredy Nugroho Setiawan
Joni Kusnadi
Tri Budi Prayogo
Muhammad Taufiq Ihsan
Year: 2023
Increasing Digital Media Literacy to Improve Online Marketing: A Case Study of Ranuyoso Tourism Village
ISCS
EAI
DOI: 10.4108/eai.9-11-2022.2329435
Abstract
To support tourism development in the Ranuyoso area, the abundant potential of natural resources, particularly fruit and coffee, must be considered. Unfortunately, culinary resources, that can contribute to tourism development as one of the intersting features, are underutilized. Aside from the lack of variety in processed products, one of the issues is the ineffective use of a digital marketing system. It appears that the traditional paradigm, which views digital platforms only as a promotional tool similar to offline promotions, is dominant in digital marketing management. To address this issue, a paradigm shift in how to manage digital platforms in the marketing process must be initiated. This article explains conceptually how the paradigm shift among Ranuyoso's small and medium entrepreneurs must be accomplished. This paradigm shift is hoped to encourage Ranuyoso entrepreneurs to be more creative in their future use of digital media platforms for marketing and other business-related activities.
