@article{Abidin:348994,
      recid = {348994},
      author = {Abidin, Zainal and Rahmad, Virda Faradila  and Hamid, Siti  Ngayesah Ab and Anandya, Asyifa  and Purwanti, Pudji  and  Sofiati, Dwi  and Wardani, Mentari Puspa  and Supriyadi,  Supriadi },
      title = {Digital Marketing Strategy Development for Recovery  Ecotourism Visit After COVID-19 Pandemic: A Comparison  Study on BJBR and Kampung Blekok Mangrove Ecotourism,  Indonesia},
      journal = {AGRIS on-line Papers in Economics and Informatics},
      address = {2024-12-31},
      number = {665-2025-200},
      month = {Dec},
      year = {2024},
      abstract = {Ecotourism is a form of tourism that can help overcome the  problem of low welfare of local communities. The digital  cultural transformation that occurred in the era of  revolution 4.0, especially during the COVID-19 pandemic,  was able to change the entire cycle of the tourism  ecosystem. Besides, several ecotourism experiences have  experienced a significant decline in tourist visits,  including Bee Jay Bakau Resort and Kampung Blekok  ecotourism. This research aims to develop a digital  marketing strategy for ecotourism at Bee Jay Bakau Resort  and Kampung Blekok to restore visitation levels after the  COVID-19 pandemic. This research uses a qualitative  approach with SWOT analysis and is quantitatively  calculated using the Quantitative Strategic Planning Matrix  (QSPM). Data were collected through interviews with  ecotourism managers including marketing employees, and HRD  managers; visitors, local communities, Tourism Awareness  Groups, and the Environmental Service (DLH). Also, direct  observation of the ecotourism conditions studied,  documentation, and literature studies. The research results  show that the strengths and opportunities of BJBR and  Kampung Blekok are greater than the weaknesses and threats,  so the strategy formulated is aggressive (growth-oriented  strategy). The strategic priority lies in optimizing the  use of information technology and social media as  promotional media, especially the frequency of promotions.  The strategy used is none other than to increase the value  of ecotourism as a form of growth so that it can compete  with other ecotourism in returning the level of tourist  visits after the COVID-19 pandemic.},
      url = {http://ageconsearch.umn.edu/record/348994},
      doi = {https://doi.org/10.22004/ag.econ.348994},
}