THE EFFECTIVENESS OF DIGITAL MEDIA MANAGEMENT BY LOCAL GOVERNMENTS IN TOURISM MARKETING

Abstract

Local governments as administrators and regulators of the regional development industry are beginning to recognize the potential of digital media in tourism marketing. In Medan City, North Sumatra, Indonesia, the marketing of tourism is managed with care, as indicated by the wide range of digital media employed. Therefore, this study aims to assess the effectiveness of digital media management by the Medan City Tourism Office in marketing tourism. An online questionnaire obtained the main data and was processed using the EPIC Model approach. The results show that all digital media have been managed effectively. Instagram belongs to the very effective category, while YouTube, Facebook, and Website are classified in the effective category. The ineffective category consists of Twitter and Application.