1 research outputs found
Challenges and opportunities for utilizing MSME digital marketing applications in tourism areas
Talking about the challenges of running a business in this competitive era is a fact. Likewise, running a
tourism-supporting MSME business in Indonesia has challenges and opportunities. This study aims to obtain
scientific evidence and discuss it to answer the challenges and opportunities MSME drivers face when adopting
digital-based marketing in their business in the tourism sector. Through a study of many literature sources that we
obtained electronically, several publications, both books, and scientific articles, we finally got the results of this
research. As for the analysis process, we use techniques such as coding, analyzing and evaluating the data
thoroughly, and extracting conclusions that can answer this problem with high validity. Based on the study's results
and data discussion, we can say that MSME managers still face challenges in adopting digital applications in their
tourism sector business. The main challenge is handling technology and promotional efforts with the ability to
master foreign languages and competitive marketing strategies. Meanwhile, the opportunity is that with the
application of this technology, MSME actors can get innovative, creative, and profitable services so that the
Indonesian tourism industry can be more easily developed. Hopefully, these results will be an essential input for
efforts to improve the quality of future research.
Keywords---challenge opportunities, digital applications, MSMEs, promotional applications, the tourism sector