DIGITAL MARKETING COMMUNICATION STRATEGY VIRTUAL TOURISM IN 5 SUPER PRIORITY DESTINATIONS ON THE COVID-19 PANDEMIC

ABSTRACT

The tourism sector in Indonesia is feeling a significant hit from the COVID-19 pandemic. As one of the countries that relies on the tourism sector as the largest foreign exchange income besides the non-oil and gas sector, various efforts have been made to restore the glory of national tourism to its former place. Virtual Torism became the initial effort used by Indonesia as a way to overcome the collapse of the national tourism industry. With Virtual Torism, travel activities can be enjoyed anywhere and anytime, because it only requires an internet network, social media platforms and gadgets. With the emergence of this innovation, it is hoped that it can maintain sustainable tourism and reduce cases of the impact of the COVID-19 pandemic because it can be enjoyed at home. This study focuses on answering the reasons for the Ministry of Tourism and Creative Economy of the Republic of Indonesia to develop virtual tourism and marketing communication strategies in Indonesia for virtual tourism during the pandemic in 5 super priority destinations (DSP). With a qualitative-descriptive approach and thematic analysis techniques, this study concludes that the marketing communication strategy is a direct direction of the Government. The formulation of this strategy is supported by the help of sprinkler tools to find out thematic sentiments on social media that are circulating in the community. In addition, to introduce to the public related to virtual tourism using co-partner cooperation with tourism business actors as well as co-branding with actors and influencers. The information provided for 5 DSPs is based on 5 Wonders ((Nature, Culinary & Wellness, Culture, Recreation, Adventure). Then also uses special hashtags such as #WonderfullIndonesia, #InDOnesiaCARE, #diIndonesiaAja, #VirtualTourism, and #5DestinasiSuperPrioritas which is intended to be able to adjusting to social media algorithms. © 2022 Little Lion Scientific.