The Relationship between Digital Marketing Dimension and International Virtual Heritage Tourism in Indonesia: A Conceptual Model

Abstract

In the midst of Indonesia moving from a pandemic to a Covid-19 endemic, the tourism industry is showing an inconsistent trend. With the development of information and communication technology, it is important to provide a new model to provide innovation in tourism by utilizing technological advances supported by digital marketing. The purpose of this conceptual paper is to provide an alternative framework for virtual tourism and digital marketing. The dimensions of digital marketing consist of website design, social media marketing, search engine optimization, email marketing, and affiliate marketing. Within this conceptual framework, there are several variables such as online destination knowledge, online destination authenticity, entertainment, enjoyment, and international virtual heritage tourism. There are five hypotheses proposed by the researcher in this conceptual article. This paper suggests future studies to test it empirically with collected data from respondents and analyzed using multiple linear regression analysis, F test and t test.