Digital marketing for improving the brand awareness at Wulenpari

Abstract

Wulenpari is a tourist destination that is managed by the private sector and has natural resources, but there are still many people who are not fully aware of it. Wulenpari has entered its fifth year and apparently Wulenpari has used digital marketing personally to face various competitions with other tourist attractions that are tied to the government. Building customer awareness so that the tour can be known to many people is the first step taken by Wulenpari. The purpose of this study is to find out the digital marketing strategies used by Wulenpari to increase brand awareness. The method used in this study is a qualitative approach, where Wulenpari is the object of research. Data collection was conducted through interviews with Wulenpari tourism stakeholders and online data analysis related to destinations. The results showed that there are several digital marketing communication strategies applied. Although not all components of digital marketing have been implemented, Wulenpari Yogyakarta has reflected tourist destinations that are able to build personal brand awareness well and are still able to survive until the fifth year. By implementing strategies carefully and consistently, it is hoped that Wulenpari tourism can be better known and attract more potential tourists.