The Impact of Digital Capability on Long Tail Tourism Marketing in Marine Tourism Destination

Diaz Pranita, Ernie Tisnawati Sule, Umi Kaltum

2019

Abstract

The objective of this study is to identify how digital capability affects the performance of long-tail tourism marketing in marine tourism destination in Indonesia. Internet and digital technology have led changes in tourism products to be more specific and fragmented or known as long tails. More significant demands for niche products have made popular products' demands or short heads, tend to decrease. When combined together, long tails can become more significant than brief leaders. Questionnaires from 134 yachting tourists visiting 20 marine destinations, participating in Wonderful Sail to Indonesia yacht rally were collected. It is analytical research using Structural Equation Modeling (SEM). The results show that there is a significant effect of the digital capability to the long tail of tourism marketing, especially on the aspects of tagging capability, manage big data, and develop the internet of things. In addition, the development of specialization, differentiated and personalized tourism destinations are the critical factors to ensure the success of long-tail tourism marketing. Based on the result, it is essential for tourism destination to gain digital capability in order to be successful in benefitting from the application of long tails tourism, especially in the marine tourism industry.

Paper Citation

in Harvard Style

Pranita D., Tisnawati Sule E. and Kaltum U. (2019). The Impact of Digital Capability on Long Tail Tourism Marketing in Marine Tourism Destination. In Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE, ISBN 978-989-758-530-2, pages 326-331. DOI: 10.5220/0010675900002967

in Bibtex Style

@conference{icvhe19,
author={Diaz Pranita and Ernie Tisnawati Sule and Umi Kaltum},
title={The Impact of Digital Capability on Long Tail Tourism Marketing in Marine Tourism Destination},
booktitle={Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE,},
year={2019},
pages={326-331},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010675900002967},
isbn={978-989-758-530-2},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE,
TI - The Impact of Digital Capability on Long Tail Tourism Marketing in Marine Tourism Destination
SN - 978-989-758-530-2
AU - Pranita D.
AU - Tisnawati Sule E.
AU - Kaltum U.
PY - 2019
SP - 326
EP - 331
DO - 10.5220/0010675900002967