The Online Marketing Communication Strategy

for West Java Tourism by the Government

Diah Fatma Sjoraida

, Rully Khairul Anwar

Faculty of Communication, Padjadjaran University, Jatinangor, Indonesia

Keywords: online development, local tourism, West Java, digital communication

Abstract: This article discusses the governmental efforts related to sharing information about tourism in West Java to

the community online. This is important for the community because the development of local tourism has a

very close relationship with social welfare and regional economic growth. This can be shown by the

indication that areas with complete tourist sites can have better social welfare and economic growth. The

research has been conducted using online research methods to determine the proper online method to

advertise tourist attractions in West Java. The research findings show that in addition to designing and

implementing tourism development plans, the West Java government also involves communities, employers

and even the Indonesian central government in the region. All tourism programs can be communicated to

the public using digital media.

1 INTRODUCTION

Tourism is anything to do with tours, including the

tourist objects, attractions, and businesses that are

related to tours (Law No.9/1990 about Tourism).

Tourism is a growing industry globally. For a long

time, tourism in developed countries has been a part

of life. West Java has a lot of tourism potential,

ranging from agro-tourism through to mountains,

historical site tours and others.

Pusat Kajian Komunikasi UI did a press release

about the results of an internet user profile survey

conducted in Indonesia. The outcome of the survey

was the result of cooperation with APJII, which is

the source of information about data internet users in

Indonesia. The survey stated that the number of

internet users in Indonesia has reached 88.1 million

users. The high number of internet users makes

Indonesia a good potential market for online

business activities (Atiko et al., 2016).

Manap (2013) emphasises on the role of the

Internet in developing tourist destinations. The same

opinion has been expressed by Hanan and Putit

(2014), where the contributions of social media are a

driving force to promoting a goal. Both of their

arguments show that the tourism industry and the

internet provide a space to determine travel

decisions for travellers.

Therefore, it is not surprising that the internet has

changed the way that travel information is searched

for and that it has advanced the process of

determining the destination (Morosan & Jeong,

2008). The utilisation of internet-based social media

as a media for tourism communications is both

flexible and profitable. This is because the use of

media like this is easier, has a wide range, and is

cost-effective at communicating tourism. This is

why social media is more attractive for

communication and promotion.

Social media is an internet-based medium that

allows its users to participate, create and share

experiences and the information that they have.

Besides Facebook, there is Twitter, Pinterest,

LinkedIn, and Path. One of the fastest growing

social media platforms in Indonesia is Instagram. In

less than a year, Instagram account users have

increased by 100 million users worldwide. In

Indonesia alone, the number of Instagram users

made up as much as 7% of the 88.1 million internet

users with a population of 255.5 million (according

to wheresocial.sg in January 2015). Based on the

number of users that is continuing to increase,

Instagram has become an excellent opportunity for

business people to use to conduct promotional

Sjoraida, D. and Anwar, R.

The Online Marketing Communication Strategy for West Java Tourism by the Government.

DOI: 10.5220/0008820202710277

In Proceedings of the 4th International Conference on Contemporary Social and Political Affairs (ICoCSPA 2018), pages 271-277

ISBN: 978-989-758-393-3

271

activities. Instagram feels quite unusual compared to

other social media. Instagram, which initially served

only as an online platform for sharing photos and

videos, is now effectively developing in relation to

advertising, promotions, marketing, the distribution

of ideas/goods and the distribution of precise and

accurate information services (Hoffman & Novak,

1996; Doolin et al, 2002). The reasons for this are

that the number of users of the internet is always

increase because the user is more facilitated in using

the internet to do things, either through their

smartphone or through a computer (Ting et al.,

2015).

In the development of the tourist area, the open

model is used. This does not close off the possibility

of there being a social contact between the tourism

activities with local community activities. This is

even supported by the existence of facilities and

infrastructure that enable the mobility of the

community. Social connections are the contact that

occurs between the tourists and local people who

live around the tourist attraction.

In reviewing tourism from the sociological

aspect, Erik Cohen (1984) argues that tourism can be

viewed from one or more of the following

conceptual approaches:

 Tourism as commercialised hospitality. In this

approach, tourism is the process of the

commercialisation of the relationship between

guests with the host. Guests (strangers) are

granted status and temporary roles in the

communities visited, which are then

calculated commercially. This approach is

appropriate for analysing the development and

dynamics of the host-guest relationship,

including emerging conflicts and the various

institutions involved;

 Tourism as democratised travel. Tourism is

seen of as tourist traveller behaviour with

different characteristics. Tourism is seen of as

a democratization of the journey itself, which

was once monopolised by aristocrats, but now

it can be done by anyone;

 Tourism as a modern leisure activity. Tourism

is seen of as an institution that has a specific

function in contemporary society, which

returns the society to a state of harmony and

balance;

 Tourism as a stylish variety of a traditional

pilgrimage. Tourism is seen to be associated

with a traditional religious pilgrimage or as

another form of a sacred journey. This

approach analyses the deeper basic meaning

of travel;

 Tourism as an expression of the primary

cultural themes. This approach is emic (as

opposed to ethic), through seeing the meaning

of the trip from the travellers’ perspective.

With this approach, the culture of the culprit

determines the variety of the travel

classifications of the traveller;

 Tourism as an acculturation process. This

approach focuses on the analysis of the

acculturation process, as a result of the host-

guest interaction with different cultural

backgrounds in play;

 Tourism as a type of ethnic relation. This

approach is concerned with host-guest

relationships and links them to theories of

ethnicity and inter-ethnic relations, or the

effects that arise with ethnic identity and

 Tourism as a form of neo-colonialism.

Dependency is one of the issues that are

focused on in this approach. Tourism is seen

of as playing a role in sharpening metropolis-

periphery relationships, as tourist-generating

countries will become dominant (metropolis)

whereas the tourist-receiving countries will

become satellite or peripheral. This

relationship is a repetition of colonialism or

imperialism, in which in its estuaries will

result in dominance and structural

underdevelopment.

In general, socialisation is the learning process

experienced by a person used to acquire knowledge

of skills, values and norms so then one can

participate as a member in one community group

(Sperber & Wilson, 1988). Socialisation is also a

process of social interaction through which we

recognise the ways of thinking, feeling and behave

needed to participate effectively in society (Nebeská,

2000).

According to Berger and Luckmann (1966),

socialisation can be divided into two stages. Primary

socialisation is the first socialisation that a child has

as an individual, in which they will become a

member of society. In this stage, the process of

primary socialisation forms the child's personality in

the society. The family is the agent of primary

socialisation. Secondary socialisation is defined as

the next process that introduces individuals who

have been socialised into society. In this stage, the

process of socialisation leads to the realisation of an

attitude of professionalism and in this step, the

agents of socialisation are educational institutions,

peer groups, employment agencies and the wider

part of the family.

ICoCSPA 2018 - International Conference on Contemporary Social and Political Affairs

272

However, on the other hand, the process of

socialisation is also very influential on the lives of

the citizens themselves individually. Apparently,

without experiencing an adequate socialisation

process, it is impossible for a citizen to live a normal

life without encountering difficulties in society.

Figueroa et al. (2002) argue that socialisation is

formed due to a social process. Therefore, this

process then leads to a socialisation process. This

socialisation process occurs through social

interaction, which is the relationship between

humans that produces an influenced-influencing

process. In the process of human maturation based

on their own experiences, a behavioural system will

form that is also determined by their character. This

is how they will react to a certain experience.

Finally, this behaviour system will determine and

shape their attitude toward something. Through this

social process and socialisation, the social groups in

society are familiar with the term by itself. In a

group, each group member has a task or role

assigned to them.

Socialisation is formed due to the social

processes determined through social interaction. An

interaction is impossible if it does not meet the two

conditions of social contact and socialisation. The

process of socialisation that is relevant to the

formation of personality can be distinguished based

on:

 The process of socialisation that is done

(accidentally) through the process of social

interaction and

 The socialisation process that is undertaken

(intentionally) through educational and

teaching processes (Figueroa et al., 2002).

The process of socialisation will not work

properly without the assistance of people who

consciously or unconsciously, in this case, have the

role of "representing" the community in carrying out

socialisation activities. The people are divided into

two, which are:

 People who have the authority and power over

socialised individuals such as fathers, mothers,

teachers, and superiors, leaders and so on and

 Persons of equal standing with socialised

individuals, such as their peers, comrades,

classmates and so on (Sperber & Wilson,

1988).

Practically, this socialisation is not just a

generative issue from one generation to another; but

it is also an issue of authority, from the policy-

makers to the community. The authorities that make

the policy must always socialise it because the

community is not directly involved in the technical

issues of the policy. This is where there is a need for

lines of communication between the government and

the institutions and networks that exist in the

community.

Theoretically, in the context of elite integration

and power as mentioned above, institutions interact

with existing social networks and norms to form

economic action. Victor Nee (2005) explained that

an institution is the dominant system of formal and

informal elements such as the customs, agreements,

norms, and common beliefs in which actors perform

their actions while fulfilling their interests. Through

this definition, Victor Nee views institutions as

social structures that provide guidelines for joint

action by regulating individual interests and

strengthening relationships. It is this institutional

framework that shapes the economic behaviour of

the people. Through this conception, Victor Nee

refined the concept that Douglas C. North (1986)

pioneered with the economic perspective of seeing

that others do not influence economic behaviour,

other than markets and states.

Victor Nee (2005), who is the latest generation

involved in new institutional theory, explains that

institutional change involves not only the re-

establishment of the formal rules, but that it also

fundamentally demands the rearrangement of

interests, norms, and power. All of the processes of

emergence, resistance, and transformation in the

institutional structure are based on context-bond

rationality; i.e., rationality that is based on a

particular societal context and that is embedded in

interpersonal relationships.

2 RESEARCH METHOD

This research was conducted using the qualitative

approach. The qualitative approach focuses on the

general principles underlying social phenomena in

society. The object of analysis in the qualitative

approach was the meaning of social and cultural

phenomena using the culture of the community

concerned to obtain a picture of a particular

categorisation (Bungin, 2011).

This research used a descriptive qualitative

approach. Qualitative descriptive research is a

research method of execution that attempts to solve

a problem investigated by describing the state of the

subject and the object of the research at the present

moment based on the facts that occur focused on the

object of research (Nawawi, 2005). Based on the

The Online Marketing Communication Strategy for West Java Tourism by the Government

273

above opinion, this study will describe the utilisation

of websites as a form of media promotion of West

Javan tourism conducted by the Department of

Tourism and Culture of West Java. The data sources

used in this study included primary data and

secondary data. The primary data is the data

obtained from field study activities, both through

interviews and documentation. The interviews were

conducted with informants (people who can be used

as a source of information).

Secondary data is data obtained through

documentary studies, i.e. in the form of research

journals, reference books and news contained in

newspapers or magazines (Sugiyono, 2009). The

data collection method in this research was through

interviews and documentation. The interviews

consisted of question and answer activities between

the researchers and the informants, with the aim of

obtaining information or an explanation related to

the problems studied (Bungin, 2011). Interviews in

this study were conducted with the aim of obtaining

information on the utilisation of the website

(www.disparbud.jabarprov.go.id) as a form of media

socialisation for West Javan tourism.

3 FINDINGS AND DISCUSSION

West Java is one of the provinces that has naturally

complex geological structures, with a total area of

35,377.76 km2. In the central and southern regions

of West Java, there are mountains, while in the

north, it is made up of lowlands. West Java has

forests covering 22.10% of the total area of West

Java. These forests function as conservation forests,

protection forests, and production forests. Most of

the West Javan Province is adjacent to the sea, so it

has a long coastline totalling 755,83 km. That is why

West Java offers a great selection of beach tours.

This coastal tourist destination option is present in

almost in all districts of West Java.

Besides nature tourism, West Java also has many

cultural and religious tours available. For example,

the relics of the Sultan of Cirebon and the relics of

the Kingdom of Pajajaran. Similarly regarding

religious tourism, there is the Tomb of Sunan

Gunung Djati in Cirebon and the Tomb of Shaykh

Abdul Muhyi in Tasikmalaya.

West Java is quite advanced in the field of

tourism. No wonder then, that this tourism is

included in the mission of West Java 2013-2018,

which is "Improving Social Life, Art and Culture,

Youth and Sports Role and Tourism Development in

Local Wisdom Frame." To support the mission, the

Department of Tourism and Culture of West Java

also has a vision: ‘Realising West Java as a World

Class Culture and Tourism Destination Centre’. To

support the vision, the Department of Tourism and

Culture of West Java also has the following

missions: 1) improving Local Potential-Based

Economy Development; 2) preserving Local

Cultural Assets; 3) making art and culture effective

as a regional asset supporting West Javan tourism

development as a part of the local wisdom frame and

4) improving the Quality of the Human Resources

Division of Culture and Tourism.

Each country has a strategy in order to advance

its potential in every sector that it has. One of these

strategies is related to the economic, social, and

cultural development that is usually obtained from

the tourism sector. This is because tourism has a

good influence on visitors as well. This era of

globalisation, with its complicated life situations and

the many problems faced by everyone, makes

tourism important in order to gain peace as a form of

entertainment. Tourism as an activity is carried out

by people who are usually preoccupied with

activities that switch the mind to tranquillity and

entertainment. Tourism is a travel activity

undertaken from the original residence to a

destination for the reason not to settle or to earn a

living, but to satisfy curiosity, to spend leisure time

or to go on holiday.

The tourism sector has a significant role in

supporting the progress of a region. Tourism is a

significant commodity if it is well managed, with the

existing natural resources supported by human

resources. Tourism can become the foundation of

the income of a society and area and it can increase

the Original Regional Income or Pendapatan Asli

Daerah (henceforth PAD). This should get the

attention of the government, especially the local

government, which in this case is the provincial

government. In order for people to understand the

tourism of West Java, there are several steps in the

socialisation of the tourism policy in West Java, as

follows:

 through conventional media channels, such as

newspapers or radio;

 through formal communications, both to

formal leaders and to government employees

down to the lower levels of officers;

 through traditional communications, the

government approaches community leaders as

well as informal leaders, such as the leaders of

community organisations;

 through the website

http://www.disparbud.jabarprov.go.id/ where

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there is an open portal for the community to

communicate directly with the government;

 through personal communication channels

such as mobile phones, SMS etc and

 through social media channels like Facebook

etc.

West Java is one of the provinces in Indonesia

that has great potential in the tourism sector as it can

be developed, be it nature tourism, historical tours,

culinary tours and shopping. The Department of

Culture and Tourism as an institution is directly

related to the field of tourism, and it has the

responsibility to be able to realise West Java as

being a reliable area in the field of tourism. The

activities of the Culture and Tourism Office of West

Java in the field of Tourism Marketing have a

significant role in the business development of the

tourism sector.

To promote tourism, the office requires

communication tools like websites. The website is

one manifestation of communication activities,

which is mass communication. In the process of

delivering information, several important aspects

determine the success of the process of delivering

the message, including information sources, namely

the party that makes and delivers the message.

Messages are the idea of symbolic codes, with

channels as the messenger medium and the

recipients of messages targeted for communication.

Technological developments have a great

influence on changes in communication systems and

information systems that make the communication

and delivery process of information become faster,

easier, cheaper and in a wider range. The

development of internet technology allows us to be

able to send and receive information from various

parts of the world through access to the website. As

part of the development of advanced communication

and information technology, globalisation is

increasingly widespread, involving all aspects of

human life. The world has become a global village.

The utilisation of internet technology in

Indonesia is developing at a relatively simple level.

Nevertheless, it cannot be denied that in the last two

years, the number of enthusiasts and internet users in

Indonesia has continued to increase. Currently, more

and more offices of government agencies and private

companies already have connections to the internet

network. Some of them have even published their

agencies in the form of an official website on the

World Wide Web (Anwaret al, 2018).

In promoting the existing tourism of West Java,

one of the technological advances used in promoting

West Java province's tourism is the website.

Through the official website of the Department of

Tourism and Culture of West Java, the government

can make local and international community’s better

know the potential of West Java tourism. It is not

widely known, so people can easily access

information about tourism in Western Java.

In 2010, there was a change in the interface,

regarding the content, web domain and database.

This is because, referring to the provisions of the

Department of Communications and Information of

West Java, the government's website must have a

go.id domain. They then changed the website

domain of the Department of Culture and Tourism

of West Java to www.disparbud.jabarprov.go.id.

APBD Jawa Barat manages the funding. The

website is managed, other than by the staff of the

Marketing Sector of Data Analysis and Information

Division, by is each admin per sector, including the

Secretariat and UPTD, the Department of Culture

and Tourism of West Java. However, this did not

work effectively, so starting from 2011 up until now,

the website management has only been done by the

Marketing Sector staff of the Section on Analysis,

Data and Information. The target visitors of the West

Java Tourism and Culture Website are all levels of

society, both foreign and domestic, that require

information about West Java Tourism.

As of September 8th, 2010, until now

(29/7/2018), there have been 3,215,022 visits to

5,861,502 pages on the official website of the West

Java Tourism and Culture Office. There have been

381 website visitors each day

(http://www.disparbud.jabarprov.go.id.)

At this time, the website of the Department of

Tourism and Culture of West Java is one effective

medium to promote tourism in West Java, but the

development and management of the website is not

without the constraints that cause deficiencies in the

feasibility of accessing the information on the

website.

The information contained in the website of the

Department of Tourism and Culture of the West

Java Province is not known by the community

because of the lack of information and socialisation

provided to the public in relation to knowing the

function of the website. The lack of information

related to promoting the web to the public is also

influential, so there are still people who are less

aware of the tours available in the West Java

Province. This relates to the type of information

presented on the website.

Aside from the lack of information and

socialisation given to the public regarding the

existence of the website, there are also some

The Online Marketing Communication Strategy for West Java Tourism by the Government

275

shortcomings in the feasibility of the information

contained in the content of the website. The need for

information will have to be based on eligibility. The

feasibility of information is considered in relation to

its significance, its magnitude, its timelessness, its

proximity, its prominence, and the fact that it can

touch the feelings of the reader (human interest).

Tourism information displayed on the Department of

Tourism and Culture of the West Java website is not

complete and detailed enough to meet the needs of

the public.

The Department of Tourism and Culture of West

Java website’s content is considered to be complete

enough, but the deficiency is in the information

presented. The tourism content is still considered to

be less complete and detailed, so the lack of

socialisation means that the effectiveness of the site

has not been felt maximally and thoroughly.

In the aspect of completeness or magnitude,

information about the object of the tour is still

considered to be incomplete, even there are some

attractions, such as information on the ticket prices,

access to entry, information about the facilities.

Shortcomings have also been found in the

timeless aspect. The actuality of the news displayed

on the Department of Tourism and Culture of West

Java website lies in the lack of diverse news

displayed. The website manager rarely updates

information and information about the tourism

object should also be about the development of the

world of tourism. There is some information that has

remained unchanged, but there is still a lot of

information that can be extracted.

A lack of socialisation is one of the constraints or

barriers because not all people know about the

website itself. The website manager is also

considered to be less able to attract the public to visit

the website because the information presented still

seems stiff.

However, there has been considerable progress

made compared to before, with the inclusion of links

to art and cultural centres such as Saung Angklung

Udjo, Taman Bunga Nusantara, and other tourism

websites all over Indonesia.

Similarly, on the website, some of the data can

be downloaded. But again, the data is out of date.

For example, the tourist data is still based on that in

2017, and this has been running as it is for more than

half a year.

Regarding the presentation for foreign tourists, it

seems that the Department of Tourism and Culture

of West Java website is less interesting, because

there is no choice of foreign languages.

Regarding connections with social media, the

Department of Tourism and Culture of West Java’s

website only focuses on Facebook and Twitter.

Meanwhile, most people are already shifting to

Instagram, where people can interact with fellow

Instagram users including mutually uploading

photos and videos. Therefore, it is proposed that to

meet the latest public trends, Instagram should be

used as another social media platform.

4 CONCLUSIONS

In conclusion, the socialisation of tourism in West

Java Province through

http://www.disparbud.jabarprov.go.id has not been

successful enough to be in the public awareness.

Although not yet successful, most of the art and

culture communities of West Java Province

welcome the policies that support the ease of

tourism information access. This can be seen from

their enthusiasm when entering the link to the

website at (http://www.disparbud.jabarprov.go.id.).

West Java Province has witnessed a variety of

tourism advances, which can lead to changes in

social, cultural, and even technological aspects.

Tourism policies in West Java province have led to

business interactions, political interactions and

cultural interaction. The economic, social, cultural,

and technological, tourism policies could also add a

sense of community, art and tourism.

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