Examining the Role of Traditional and Digital Media in Tourism Promotion in Kubu Raya

Abstract ―​

The transition from traditional print media to digital platforms has dramatically transformed the landscape of tourism marketing. The study's findings highlight the increasing significance of website promotion in shaping tourist behaviour and influencing destination choices. In today’s digital age, the online environment provides dynamic and interactive content that captivates potential travellers. Websites enjoy considerable advantages such as enhanced accessibility, the ability to update information in real-time, and expansive features that facilitate online reservations and bookings. This makes them essential tools for attracting and converting visitors. However, the findings also reveal that the lack of significant impact from print media does not render it obsolete. Rather, it underscores the importance of maintaining a diversified marketing strategy that integrates both print and digital channels. Print media can still play a valuable role in creating a tangible connection, enhancing overall brand credibility, and reaching demographics that may prefer traditional formats. Tailoring the marketing mix to harmonize with the destination's image and resonate with target audience preferences is crucial. By employing a blended approach, marketers can ensure broader reach, effectively catering to diverse consumer behaviours. This ultimately fosters a robust tourism marketing framework, one that leverages the strengths of both digital and print media to maximize engagement and drive tourist visits. Such a strategy is essential for building a lasting presence in an ever-evolving market.