IMPLEMENTATION DIGITAL MARKETING PESONA 88 CURUP IN TO BUILD IMAGE FOR THE DECISION OF VISIT TOURIST ATTRACTION

The tourism in Rejang Lebong Regency provides
opportunities for tourist attractions to increase tourist visits, the
high number of tourist visits to tourist attractions in Rejang
Lebong can increase regional income, so to maintain tourist
visits, every tourist attraction uses marketing channels such as
social media to promote so that tourists can find out many tourist
attractions in Rejang Lebong Regency. This study aims to find
out how to implement digital marketing for Pesona Curup
tourism to build an image for the decision to visit tourist
attractions. The method used is descriptive qualitative. The
results of the field study showed that the digital implementation
carried out by the Pesona Curup media manager was quite good
but not optimal. The digital campaign planning phase is carried
out by setting up the marketing goals, determining segmentation,
preparing equipment, and managing the media, and adapting.
The media channels that are used are social media. The
evaluation phase is carried out by looking at the number of visits
from the number of entrance tickets sold once a week, the image
of Pesona Curup destinations is built from testimonials or visitors
who provide recommendations to other potential visitors through
social media or electronic word of mouth.
Keywords—implementation, digital marketing, tourism, Pesona
Curup, social media marketing