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All Journal Airlangga Journal Innovation Management
Novi Ahimsa Rosikha
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Economics, Econometrics & Finance Social Sciences

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MOVIE-INDUCED TOURISM AS A POWERFUL TOURISM BRANDING MEDIA (Study Case on “Laskar Pelangi” The Movie) Mahaning Indrawaty Wijaya; Novi Ahimsa Rosikha
Airlangga Journal of Innovation Management Vol. 1 No. 2 (2020): Airlangga Journal of Innovation Management
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/ajim.v1i2.20392

Abstract

ABSTRACTThe scarcity in natural resources encourage many countries move their focus to manage non-natural resources. Tourism sector is one of potential non-natural resource in Indonesia that needs to be maximized by appropriate media. The fact that number of tourists coming to Bangka Belitung increase until about 1.800% by “Laskar Pelangi” the movie is a good sign that movie can be a tourism branding media to increase desire of audiences to visit the place which is shown. This research examines how “Laskar Pelangi” as a movie-induced tourism can influence audience decision to visit Belitung Island using combination of quantitative and qualitative research. The result shows that Laskar Pelangi is a effective movie-induced tourism since it has both pull and push factors. Understanding this tourism strategy will allow nation to excel economy recovery in the future.Keywords: Movie, Tourism, Economics.
Co-Authors Wijaya, Mahaning Indrawaty