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All Journal Media Wisata Jurnal Kepariwisataan Indonesia: Jurnal Penelitian dan Pengembangan Kepariwisataan Indonesia
Cornellia, Ayu Helena
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Humanities Economics, Econometrics & Finance Education Environmental Science Social Sciences Transportation Other

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The Challenge of Museum Brand Enhancement with Social Media in Yogyakarta Indonesia Cornellia, Ayu Helena; Priyambodo, Tri Kuntoro
JURNAL MEDIA WISATA: Wahana Informasi Pariwisata Vol 18, No 1 (2020): Media Wisata
Publisher : Sekolah Tinggi Pariwisata AMPTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36276/mws.v18i1.329

Abstract

Museum as heritage tourism has its own unique selling point. The succeed of the museum in some western countries has triggered museum development in developing countries including Indonesia. However, the number of visitors to the museum in Yogyakarta (Central Java) is not as high as other popular tourist attractions in the city. Previous study found some reasons underlying this condition which are lack of promotion, lack of infrastructure facilities and lack of human resources quality. This paper is aimed to find out the challenge of museum brand enhancement with the use of social media as it has a great role in promotion. Social Media strategy is investigated in MuseumSonobudoyo, Museum Pendidikan Indonesia UNY and Museum Gumuk PasirYogyakarta with qualitative descriptive approach. The result of the study found that the use of social media in the museum is not maximum because there is no person in charge of social media development, limited supporting tools and lack of political support.
UPAYA MENINGKATKAN ANGKA KUNJUNGAN MUSEUM MELALUI SOCIAL MEDIA MARKETING – STUDI PENDAHULUAN Cornellia, Ayu Helena; Hermawan, Hary
Jurnal Kepariwisataan Indonesia : Jurnal Penelitian dan Pengembangan Kepariwisataan Indonesia Vol 14 No 1 (2020): Jurnal Kepariwisataan Indonesia: Jurnal Penelitian dan Pengembangan Kepariwisata
Publisher : Ministry Of Tourism

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1716.62 KB)

Abstract

Digital marketing, termasuk social media marketing, memegang peran penting dalam memaparkan banyak hal. Museum di Yogyakarta sudah banyak melakukan promosi melalui media sosial dan mengikuti tren, antara lain Museum Sonobudoyo dan Museum Sandi. Berbagai tantangan ditemui dalam mengembangkan media sosial di museum, misalnya kondisi nyata museum yang belum dapat melakukan banyak inovasi dan regulasi yang mendasari. Kedua museum (Museum Sonobudoyo milik Pemerintah Daerah Yogyakarta dan Museum Sandi adalah milik Badan Sandi Negara Jakarta) dipilih berdasarkan purposive random sampling, yaitu berdasarkan keaktifan dalam update media sosial selama 6 bulan terakhir terhitung dari Oktober 2019 ? Maret 2020. Studi kualitatif dan kuantitatif diadakan untuk menilai persepsi dan opini masyarakat terhadap museum serta mencari tahu apa yang sebaiknya ditingkatkan oleh pihak museum sehingga masyarakat semakin tergerak untuk datang ke museum. Hasil studi ini diharapkan akan menjadi panduan museum untuk memperbaiki diri dan beradaptasi dengan situasi dan trend wisata yang ada di masyarakat berdasarkan disrupsi teknologi yang ada saat ini.
Co-Authors Hary Hermawan Tri Kuntoro Priyambodo