Digital Marketing Communication Model for Encouraging Tourism Visits in Langkat Regency, Indonesia

Abstract

The purpose of this research is to examine the digital marketing communication model as well as the driving and inhibiting factors in promoting tourist destinations in Langkat Regency, Indonesia. This study employed a qualitative approach with the data collected through in-depth interviews and focus groups. Purposive sampling was used to select informants from the Langkat Regency government, the Ministry of Tourism of Medan city, and the surrounding community. Based on the findings, it is concluded that the Tourism and Culture Board (TCB) of Langkat Regency should strategically adopt a comprehensive digital marketing communication model to amplify tourism promotion efforts effectively. To this end, the integration of social media marketing, content marketing, and search engine optimization (SEO) emerges as a compelling approach. This multifaceted model harnesses the power of modern communication platforms to engage diverse audiences, showcase Langkat Regency's attractions, and create a vibrant online presence. The recommendation of this study includes the action should be taken by TCB to focus on creating diverse and captivating content that highlights the unique cultural heritage, natural landscapes, and local experiences that Langkat Regency offers.