{"title":"旅游产品营销传播中的数字故事:趋势还是印尼买家的需要?","authors":"Neneng Cucu Marlina, Verani Indiarma, Nurlianti Muzni, Yuliati Yuliati","doi":"10.56225/jmsc.v2i3.235","DOIUrl":null,"url":null,"abstract":"The implementation of storytelling in current marketing communication has become a global trend, and the need for companies to create engagement with their consumers can be achieved through storytelling techniques. This research examines how Kito Scarf Bengkulu, a unique tourism product of Bengkulu, implements marketing communication techniques through storytelling on its Instagram account. The qualitative research method employed is a case study approach to examine the implementation of digital storytelling on Instagram of Kito Scarf Bengkulu to engage with customers. The findings indicate that in the case of Kito Scarf Bengkulu, the storytelling technique cannot be considered efficient in creating engagement with followers and customers of Kito Scarf. The utilization of Instagram's feed feature in the form of photos and storytelling captions by Kito Scarf does not align with the characteristics of its followers and customers. Several factors contribute to this condition, including the relatively low interest of customers in reading, as well as the content of the photos and captions not being able to capture the interest of the intended target audience. Further investigation into this matter is still necessary.","PeriodicalId":331679,"journal":{"name":"Journal of Madani Society","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Digital Storytelling on Marketing Communication of a Tourism Product: A Trend or a Necessary for Indonesian Buyer?\",\"authors\":\"Neneng Cucu Marlina, Verani Indiarma, Nurlianti Muzni, Yuliati Yuliati\",\"doi\":\"10.56225/jmsc.v2i3.235\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The implementation of storytelling in current marketing communication has become a global trend, and the need for companies to create engagement with their consumers can be achieved through storytelling techniques. This research examines how Kito Scarf Bengkulu, a unique tourism product of Bengkulu, implements marketing communication techniques through storytelling on its Instagram account. The qualitative research method employed is a case study approach to examine the implementation of digital storytelling on Instagram of Kito Scarf Bengkulu to engage with customers. The findings indicate that in the case of Kito Scarf Bengkulu, the storytelling technique cannot be considered efficient in creating engagement with followers and customers of Kito Scarf. The utilization of Instagram's feed feature in the form of photos and storytelling captions by Kito Scarf does not align with the characteristics of its followers and customers. Several factors contribute to this condition, including the relatively low interest of customers in reading, as well as the content of the photos and captions not being able to capture the interest of the intended target audience. Further investigation into this matter is still necessary.\",\"PeriodicalId\":331679,\"journal\":{\"name\":\"Journal of Madani Society\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-12-31\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Madani Society\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.56225/jmsc.v2i3.235\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Madani Society","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.56225/jmsc.v2i3.235","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
在当前的营销传播中采用讲故事的方式已成为一种全球趋势,企业需要通过讲故事的技巧来创造与消费者的互动。本研究探讨了明古鲁的特色旅游产品Kito Scarf Bengkulu如何在其Instagram账户上通过讲故事的方式实施营销传播技术。所采用的定性研究方法是案例研究法,旨在研究 Kito Scarf Bengkulu 如何在 Instagram 上通过讲故事的方式与客户互动。研究结果表明,就 Kito Scarf Bengkulu 而言,讲故事的技巧并不能有效地与 Kito Scarf 的粉丝和客户互动。Kito Scarf以照片和故事性标题的形式使用Instagram的feed功能,并不符合其追随者和顾客的特点。造成这种情况的因素有很多,包括顾客的阅读兴趣相对较低,以及照片和标题的内容无法吸引目标受众的兴趣。对这一问题的进一步调查仍有必要。
Digital Storytelling on Marketing Communication of a Tourism Product: A Trend or a Necessary for Indonesian Buyer?
The implementation of storytelling in current marketing communication has become a global trend, and the need for companies to create engagement with their consumers can be achieved through storytelling techniques. This research examines how Kito Scarf Bengkulu, a unique tourism product of Bengkulu, implements marketing communication techniques through storytelling on its Instagram account. The qualitative research method employed is a case study approach to examine the implementation of digital storytelling on Instagram of Kito Scarf Bengkulu to engage with customers. The findings indicate that in the case of Kito Scarf Bengkulu, the storytelling technique cannot be considered efficient in creating engagement with followers and customers of Kito Scarf. The utilization of Instagram's feed feature in the form of photos and storytelling captions by Kito Scarf does not align with the characteristics of its followers and customers. Several factors contribute to this condition, including the relatively low interest of customers in reading, as well as the content of the photos and captions not being able to capture the interest of the intended target audience. Further investigation into this matter is still necessary.