Digital marketing development strategy to attract museum tourist visitors in Surabaya city

Abstract

As a tourism city, Surabaya is very capable of providing diverse tourist experiences. One of the best tourist destinations that suit all ages is museum tours. Through a visit to the museum, visitors not only get entertainment but also have a very high educational value. But unfortunately, currently museum tourism has not become a priority for the city government and has not become the main tourist destination for tourists. Many factors make this happen, one of which is the lack of information to the public about the existence of the museum. For that we need a marketing strategy that is able to attract people to visit. The right marketing strategy is to take advantage of internet technology. Through a digital marketing strategy, the existence and introduction of Surabaya Museum Tourism will be maximized. The main objective of this research is to be more active in introducing the existence and benefits of visiting museums in the city of Surabaya to the wider community, using digital marketing strategies. This research uses a qualitative approach with a descriptive analytic method. Data collection techniques in this research are field studies and literature studies. The data used is primary data which is data directly obtained from the field. The data is obtained through observations and interviews with the public and museum officers or managers as well as other informants who are needed to obtain a more complete picture of museum marketing management. Meanwhile, secondary data is data obtained in the form of a digital history museum on the internet. The output of this research is the existence of a digital marketing strategy in the form of a website which contains a collection of information about museums in Surabaya.