The Challenge of Museum Brand Enhancement with Social Media in Yogyakarta Indonesia

Ayu Helena Cornellia, Tri Kuntoro Priyambodo

Abstract


Museum as heritage tourism has its own unique selling point. The succeed of the museum in some western countries has triggered museum development in developing countries including Indonesia. However, the number of visitors to the museum in Yogyakarta (Central Java) is not as high as other popular tourist attractions in the city. Previous study found some reasons underlying this condition which are lack of promotion, lack of infrastructure facilities and lack of human resources quality. This paper is aimed to find out the challenge of museum brand enhancement with the use of social media as it has a great role in promotion. Social Media strategy is investigated in MuseumSonobudoyo, Museum Pendidikan Indonesia UNY and Museum Gumuk PasirYogyakarta with qualitative descriptive approach. The result of the study found that the use of social media in the museum is not maximum because there is no person in charge of social media development, limited supporting tools and lack of political support.

Keywords


Museum; Social Media; Marketing

Full Text:

PDF

References


Afif, F., Priyambodo, T.K., &Widyaningsih, Y. (2015). Responses of Social Media Users to Professional and Tourist Photographs. Balancing Development and Sustainability in TourismDestinations : Proceedings of the Tourism Outlook Conference, 327-339.

Baloglu, S., &Brinberg, D. (1997). Affective Images of Tourism Destinations. Journal of Travel Research, 35 (4), 11-15.

Fotis, J., Buhalis. D., &Rosides, N. (2011). Social Media Impact on Holiday Travel Planning: The Case of the Russian and the FSU Markets. International Journal of Online Marketing,1 (14), 1-19.

Hays, S., Page, S.J., &Buhalis, D. (2012). Social Media as a destination marketing tool: its use by national tourism organization. Current Issues in Tourism, 16(3), 211-239.

Kiralova, A. &Pavliceka, A. (2014). Development of Social Media Strategies in Tourism Destination. Procedia Social and Behavioral Sciences, 175 (2015), 358-366.

Scott. C. (2000). Branding: Positioning Museums in the 21st Century. International Journal of Arts Management, 2(3), 35-39.

Wong, E., (2019). How Indonesian Embrace The Digital World. Retrieved www.thejakartapost.com, 01 January 2020




DOI: https://doi.org/10.36276/mws.v18i1.329

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.