Application of Digital Marketing in Building Brand Awareness in Tourism Destinations

Authors

  • Nova Erlyasari Business Administration Department, Faculty of Administrative Sciences, Universitas Brawijaya
  • ‎ Supriono Business Administration Department, Faculty of Administrative Sciences, Universitas Brawijaya
  • Muhammad Yudiananda Ma'ruf Ikhsan Business Administration Department, Faculty of Administrative Sciences, Universitas Brawijaya

DOI:

https://doi.org/10.18502/kss.v10i13.18939

Keywords:

digital marketing, brand awareness, tourism village

Abstract

The marketing field continues to evolve due to increasing global competition and advancements in technology. The technological revolution, combined with changing consumer habits among newer generations, has introduced new ways to communicate with consumers, especially in the tourism sector. Today, digital marketing plays a crucial role in success of tourism businesses, significantly shaping their strategies to attract and engage consumers. In addition to digital marketing, brand awareness is also a key factor in the effectiveness of tourism promotion. Indonesia’s rich natural resources present a strong foundation for tourism, and it is expected that tourism managers in Madiun Regency will utilize the internet as a main marketing tool. This study aims to explore how digital marketing is used to build brand awareness in tourist villages in Madiun Regency. Using a qualitative research approach, the study examines three tourism sites: Pundensari Market Tourism, Watu Rumpuk Tourism, and Brumbun Tubing Adventure Tourism. The findings reveal that while digital marketing efforts to build brand awareness have been in place since the early stages of tourism village promotion, their implementation has faced challenges that have limited their effectiveness.

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Published

2025-06-25

How to Cite

Erlyasari, N., Supriono, ‎, & Ikhsan, M. Y. M. (2025). Application of Digital Marketing in Building Brand Awareness in Tourism Destinations. KnE Social Sciences, 10(13), 33–48. https://doi.org/10.18502/kss.v10i13.18939

Issue

Vol. 10 No. 13 (2025): Brawijaya International Conference on Business Administration, Taxation, and Tourism (BICBATT 2024)

Section

Articles

License

Copyright (c) 2025 Nova Erlyasari, ‎ Supriono, Muhammad Yudiananda Ma'ruf Ikhsan

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.