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Social Media Based Proposed Model for Museum Marketing Strategy in Yogyakarta

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As a dynamic industry, tourism has experienced a great deal of information and communication transformation nowadays as one of the marketing tools. Recently, social media which consists of Facebook, Twitter, Instagram, Path, YouTube etc. have played a significant role in marketing and tourism promotion worldwide. This platform enable tourism attractions or destinations to influence prospective visitor to make visit decision and to maintain a good relationship with existing or past visitor. The potential benefit of social media for the promotion of hospitality and tourism business have been acknowledged in the previous study done by Ayeh et al. (2012). Museum as one of tourism attractions need to compete with those modern attraction in order to be sustained. Among 45 museums in Yogyakarta-Indonesia, only a few who has proper and updated social media development and application in its marketing program and ironically, the museum visitors percentage across the regions remains low. Customer interacting with brand through Social Media, and hence having a strong social media marketing plan and presence on the web are some of the keys to grab customer interest through social media which indirectly will bring remarkable success to the organization or company itself. There have been many researches done to improve the marketing strategy for profit and dynamic companies and yet there is none held for museum marketing strategy improvement in Yogyakarta Indonesia specifically. In addition, many previous studies conducted to investigate various forms of the museum but very few studies that examine the social media as marketing strategy of the museum specifically. This preliminary study will be a pilot study to develop an appropriate marketing strategy for museum in Yogyakarta-Indonesia based on each characteristic through social media.
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Keywords: Marketing; Museum; Social Media; Tourism

Document Type: Research Article

Affiliations: 1: Tourism Studies Postgraduate Program Gadjah Mada University, Yogyakarta, Indonesia 2: Gadjah Mada University, Yogyakarta, Indonesia

Publication date: November 1, 2017

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