Digital Marketing in Culinary Tourism : A Case of Micro, Small and Medium Enterprises (MSMEs) in Indonesia

Sulaiman, Eman and Derbani, Adnane and Adawiyah, Wiwiek Rabiatul (2020) Digital Marketing in Culinary Tourism : A Case of Micro, Small and Medium Enterprises (MSMEs) in Indonesia. In: ICBAE 2020, 5 - 6 August 2020, Purwokerto, Indonesia.

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Effective use of Digital Marketing on micro small and Medium Enterprises (MSMEs). This paper aims to analyze the influence of Information Technology, Employee Skill, digital strategy to Digital Marketing in MSMEs. Data were drawn from using a questionnaire of culinary tourism businesses and stakeholders. A literature review supported empirical data. The paper finds that MSME has significantly different attitudes to Digital Marketing and cannot be regarded as a homogenous group for Digital Marketing initiatives. Rather, specific targeting would enhance participation and lead to more effective use. The data begins from one area and thusly the assessment setting limits, the generalizability of the results. By giving suggestions to focused activities the paper adds to the advancement of compelling help for MSME Digital Marketing use. Creativity to utilize is discussed within the context of existing literature to confirm and challenge current thought and present the case for more research into MSMEs Creativity. Departing from the research model the influence of internet technology, Employee Skill, Digital strategy on Digital marketing on tourism culinary MSMEs. The value lies in the paper's use of empirical data derived from three separate methods of data collection and informed by the literature. This provides rich data to enable wider implications of the subject area to be discussed and contributes new perspectives to the MSME Digital Marketing utilize to discuss.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: micro small and medium enterprises digital marketing culinary tourism
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: EAI Editor IV
Date Deposited: 05 May 2021 09:08
Last Modified: 05 May 2021 09:08

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