Social Media Based Proposed Model for Museum Marketing Strategy in Yogyakarta

Cornellia, Ayu Helena and Putra, Heddy Shri Ahimsa and Priyambodo, Tri Kuntoro and Widyaningsih, Yulia Arisnani (2017) Social Media Based Proposed Model for Museum Marketing Strategy in Yogyakarta. Advance Science Letters: A Journal Dedicated to All Aspects of Scientific Research, 23 (11). pp. 10636-10639. ISSN 1936-6612

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Abstract

As a dynamic industry, tourism has experienced a great deal of information and communication transformation nowadays as one of the marketing tools. Recently, social media which consists of Facebook, Twitter, Instagram, Path, YouTube etc have played a significant role in marketing and tourism promotion worldwide. This platform enable tourism attractions or destinations to influence prospective visitor to make visit decision and to maintain a good relationship with existing or past visitor. The potential benefit of social media for the promotion of hospitality and tourism business have been acknowledged in the previous study done by Ayeh at.al (2012). Museum as one of tourism attractions need to compete with those modern attraction in order to be sustained. Among 45 museums in Yogyakarta-Indonesia, only a few who has proper and updated social media development and application in its marketing program and ironically, the museum visitors percentage across the regions remains low. Customer interacting with brand through Social Media, and hence having a strong social media marketing plan and presence on the web are some of the keys to grab customer interest through social media which indirectly will bring remarkable success to the organization or company itself. There have been many researches done to improve the marketing strategy for profit and dynamic companies and yet there is none held for museum marketing strategy improvement in Yogyakarta Indonesia specifically. In addition, many previous studies conducted to investigate various forms of the museum but very few studies that examine the marketing of the museum. This study will be a pilot novelty study to develop an appropriate marketing strategy for museum in Yogyakarta based on each characteristic through social media.

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