The Development of Digital Marketing Strategy for Tourism Startup: A Case Study of Atourin

The development of startup companies is supported by the growth of internet users and also positive developments and large market customers have attracted investment interest both from within and outside the country. With the business process that is unique and highly dependent on the effectiveness of product positioning and promotion methods, a startup named Atourin requires the development of marketing strategies to improve competitiveness to develop its business model. This can help to meet the periodic targets as a reference for Atourin’s business development, which will be information that is accountable to investors. This research was conducted with a qualitative approach that was included in the case study by interviewing Atourin’s top level management and observing Atourin’s performance and conducting market and competitive analysis relevant to the Atourin’s business model to provide recommendations to companies in the form of marketing-based strategies information technology tailored to the context of Atourin. This study describes various strategies and tactics in utilizing information technology-based marketing to achieve the stated objectives, which produce eight strategies and fourteen tactics which generally describes strategies in attracting visitors who have an interest in tourism to visit the Atourin site and become Atourin’s active users. The results of this study can be used as a reference in the formation of information technology-based marketing strategies that are in line with Atourin’s business needs.