Fathorrozi Ariyanto, Doni Ferdiansyah, Aang Kisnu Darmawan

Pemodelan Strategi Pemasaran Digital untuk Wisata Bahari Berkelanjutan dengan Pendekatan SWOT-AHP dan Porter's Five Forces Model

Introduction

Pemodelan strategi pemasaran digital untuk wisata bahari berkelanjutan dengan pendekatan swot-ahp dan porter's five forces model. Pelajari model strategi pemasaran digital berkelanjutan untuk wisata bahari Indonesia. Integrasi SWOT-AHP, Porter's Five Forces & Diamond Model untuk promosi, pertumbuhan ekonomi, dan pelestarian laut.

Abstract

This study aims to develop a sustainable digital marketing strategy model for marine tourism in Indonesia. The SWOT-AHP approach is used to identify and prioritize internal and external factors affecting the sector. Porter's Five Forces and Diamond Model analyses are applied to understand the competitive landscape and competitive advantages of Indonesia. The results of the SWOT-AHP analysis indicate that internal strengths and untapped marine tourism potential are dominant factors. The recommended digital marketing strategies are educational and conservation content marketing (priority 0.555), social media community building (0.265), SEO/SEM (0.118), and influencer marketing (0.062). Porter's Five Forces analysis highlights the importance of differentiation, building strong customer relationships, transparency, collaboration, and innovation. The Diamond Model analysis emphasizes the importance of utilizing natural resources, improving the quality of human resources, developing knowledge and technology, strengthening infrastructure, and collaborating with stakeholders. This study makes a significant contribution by providing a comprehensive and sustainable digital marketing strategy model for marine tourism in Indonesia. This model integrates SWOT-AHP analysis, Porter's Five Forces, and the Diamond Model, and considers economic and environmental sustainability objectives. The findings can help stakeholders develop responsible marketing strategies and promote sustainable tourism in Indonesia, driving economic growth while preserving the beauty and biodiversity of the sea.

Review

This study, "Pemodelan Strategi Pemasaran Digital untuk Wisata Bahari Berkelanjutan dengan Pendekatan SWOT-AHP dan Porter's Five Forces Model," addresses a highly pertinent and complex issue: the development of sustainable digital marketing strategies for marine tourism in Indonesia. A significant strength of this work lies in its ambitious and multi-faceted methodological framework. By integrating SWOT-AHP for identifying and prioritizing factors, Porter's Five Forces for competitive landscape analysis, and the Diamond Model for assessing national competitive advantages, the research promises a comprehensive and robust foundation for its proposed strategy model. This interdisciplinary approach is crucial for tackling the inherent complexities of balancing economic growth with environmental preservation in the tourism sector. The abstract effectively summarizes the key findings and the study's core contributions. The SWOT-AHP analysis highlights the dominance of internal strengths and untapped marine tourism potential, which then informs the prioritization of digital marketing strategies. The recommended strategies – primarily educational and conservation content marketing, followed by social media community building, SEO/SEM, and influencer marketing – provide clear, actionable guidance. Furthermore, the insights drawn from Porter's Five Forces regarding differentiation and customer relationships, and the Diamond Model's emphasis on resource utilization, human capital, technology, and infrastructure, collectively build a holistic understanding of the strategic imperatives. The study's main contribution is the synthesis of these distinct analytical frameworks into a singular, integrated model for sustainable digital marketing, explicitly targeting both economic viability and environmental protection. While the abstract clearly articulates the analytical process and outcomes, a full paper would benefit from further elaboration on certain aspects to maximize its impact. For instance, a deeper exploration into the *specific mechanisms* by which each proposed digital marketing strategy (e.g., SEO/SEM, influencer marketing) concretely contributes to environmental sustainability, beyond general awareness, would strengthen the model's "sustainable" claim. Additionally, insights into the practical challenges of implementing these integrated strategies within the Indonesian context, and how the "untapped marine tourism potential" is specifically leveraged, would add significant value. Despite these potential areas for deeper discussion, this research offers a valuable theoretical and practical framework, providing significant guidance for Indonesian stakeholders committed to fostering responsible and economically vibrant marine tourism.

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