Developing a Digital-Based Marketing Strategy to Promote Beach Attractions in Indonesia: a Case of Botutonuo Beach in Gorontalo

Keywords: Botutonuo Beach, Design-Based Research, Digital Marketing, Marketing Strategy, Website


Purpose: The study reported in this article sought to examine the current state of Botutonuo Beach in the Province of Gorontalo, Indonesia, and develop a digital-based marketing strategy that allows attractions of the beach to be open to potential worldwide tourists. The beach is a popular tourist destination in the province, yet limited information about the beach is available online.

Design/Method/Approach: A design-based research method was employed in the study. To collect data, observations and semi-structured interviews with four locals who were also organizing the beach were used; while for the analysis, a thematic analysis approach was utilized.

Findings: Findings revealed three main themes that best describe aspects of Botutonuo Beach tourism sites that need improvement, namely accessibility, facilities, and convenience, as well as showed what important information that needs to be included on the beach website.

Practical Implications: It is expected that the website can be used by the beach management and local government to foster the promotion of Botutonuo Beach. It is also hoped that the findings, in general, may encourage active participation by the beach visitors and local government to ensure effective management of the beach so that national and international recognition can be obtained.

Originality/Value: The study proposed development of a website that helps in promoting Botutonuo Beach as one of the popular tourist destinations in Gorontalo.

Research Limitations/Future Research: Future research examining the efficacy of this website development is a potential research topic to undertake.

Paper Type: Empirical

JEL Classification: L29, M31, Z33

Botutonuo Beach is a popular tourist destination in the Province of Gorontalo, Indonesia. The locals have primarily been managing the beach for years; however, very little information can be elicited about it online by target visitors from other regions. Therefore, the study reported in this article sought to examine the beach’s current state and develop a digital-based marketing strategy that allows attractions of the beach to be open to potential worldwide tourists. Using a design-based research method, data were collected using observations and semi-structured interviews with four locals who were also organizing the beach. To analyze data, a thematic analysis was used. Findings revealed that several things related to accessibility, facilities, and convenience were crucial aspects to be considered by the beach management. Furthermore, developing a website that helps the management promote the beach’s uniqueness is necessary. The study suggests that the locals, visitors, and government share the responsibility to ensure more effective beach management.


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How to Cite
Kusuma, C. A., & Abid, A. (2022). Developing a Digital-Based Marketing Strategy to Promote Beach Attractions in Indonesia: a Case of Botutonuo Beach in Gorontalo. European Journal of Management Issues, 30(4), 205-214.
Business Development, Leadership and Management