Model Peningkatan Kinerja Sektor Pariwisata melalui Inovasi Teknologi Terapan

Abstract

The tourism sector in Indonesia is one of the priorities of the national development program to encourage the country's foreign exchange earnings. One effort to strengthen sectoral economic growth in the West Java province to support the government is to improve the business performance of the tourism sector. The lack of various technological innovations is a problematic issue that will impact the tourism sector's performance, especially regarding digital marketing strategies in the current digital industrial era. This research aims to conduct empirical research to analyze the influence of digital marketing strategies on business performance in the tourism sector in West Java through applied technological innovation. An empirical survey by distributing questionnaires online, and data collection using purposive random sampling techniques were carried out for this quantitative research method. Valid data is processed using smart PLS software. The empirical analysis in this research is to test the research model and hypothesis. The main results show that applied technological innovation significantly mediates digital marketing strategies on tourism business performance in West Java Province. Hopefully, this research can contribute significantly to the strengthening economic growth in the tourism sector in West Java Province.