The role of marketing communications in influencing the promotion and visibility of tourist destinations: A systematic literature review

https://doi.org/10.35912/joste.v6i2.2266
Published: Jan 7, 2025

Abstract:

Purpose: This systematic literature review (SLR) analyzes tourism marketing communication, uncovering successful strategies and emerging trends. It covers branding, digital marketing, social media, and more, while assessing effectiveness across various contexts.

Research Methodology: Systematic literature review was conducted by analyzing 31 journals related to marketing communication, which addressed strengths, limitations, biases, and gaps, and answered the research objectives and questions coherently.

Results: The discussion of the research questions revealed insights into the impact of digital marketing communication strategies on the promotion and visibility of tourist destinations (RQ 1). It is evident that digital strategies utilizing various online channels, real-time updates, and search engine optimization play a pivotal role in enhancing destination visibility. The influence of marketing communication on tourists' decision-making processes (RQ 2) was illuminated, highlighting the role of marketing communication at every stage of the traveler's journey. Marketing communication significantly shaped tourists' decisions, from creating awareness to post-trip engagement. Cultural, social, and environmental factors were found to influence the effectiveness of marketing communication strategies in sustainable and responsible tourism (RQ 3). Sensitivity to local culture, commitment to sustainability, and messaging of eco-friendly practices were pivotal in aligning communication with responsible tourism.

Limitations: The literature reviewed may be limited to a specific time period; therefore, trends and strategies that emerged after that period were not covered. This affects the relevance of future findings in digital marketing communication.

Contribution: This SLR contributes to a comprehensive understanding of marketing communication strategies in tourism, offering insights into their impact, relevance, and alignment with responsible practices.

Keywords:
1. Tourism marketing communication
2. digital marketing strategies
3. tourist decision-making
4. sustainable tourism
5. responsible tourism communication
Authors:
1 . Dhony Hardiyanto
Universitas Sebelas Maret, Surakarta, Indonesia
https://orcid.org/0009-0003-5013-0153
2 . Mahendra Wijaya
Universitas Sebelas Maret, Surakarta, Indonesia
3 . Agung Satyawan
Universitas Sebelas Maret, Surakarta, Indonesia
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How to Cite
Hardiyanto, D., Wijaya, M., & Satyawan, A. (2025). The role of marketing communications in influencing the promotion and visibility of tourist destinations: A systematic literature review. Journal of Sustainable Tourism and Entrepreneurship, 6(2), 93–111. https://doi.org/10.35912/joste.v6i2.2266
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Vol. 6 No. 2 (2025): January
Articles
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References

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    Rozi, F. (2020). Systematic Literature Review pada Analisis Prediktif dengan IoT: Tren Riset, Metode, dan Arsitektur. Jurnal Sistem Cerdas, 3(1), 43-53.

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    Ulfa, K., Zaenuri, M., Rahmawati, D. E., Rassanjani, S., Mukhrijal, M., & Imanullah, A. (2021). Branding Strategy" The Light Of Aceh" Through E-Tourism On Sustainable Tourism Development in Aceh Province. Journal of Governance and Public Policy, 8(3), 206-219.

    Utami, I. A. Y. S. D. (2023). Digital marketing communication strategy of rinjani trekking tour packages at Muji trekker tour & travel. International Journal of Social Science, 3(2), 223-240.

    Vavre?ka, V., & Mezuláník, J. (2016). Marketing communications in tourism–trends and reality. ????????? ? ?????????? ?????????(2), 80-93.

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  2. Ariyati, I. M., Ismawati, A. F., Rizqillah, A. I., Wulandari, S. S., & Susanti, S. (2024). MSMEs Marketing Strategies Through The Use Of Social Media: A Systematic Literature Review. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 13(1), 65-84.
  3. Ayu, R. (2010). Marketing Communication Strategies of Cultural and Tourism Departments of Gunungk Kidul and Sleman Regencies: A Comparative Analysis. Indonesian Journal of Communication Studies, 3(2), 63783.
  4. Ayuh, E. T., Darmi, T., Ekowati, S., Adhrianti, L., & Hafizah, E. (2023). Digital Marketing Communication Strategy For Strengthening Bengkulu City Tourism Brand. ARISTO, 10(3), 591-597.
  5. Barbara , K., & Brereton, P. (2013). Guidelines for performing Systematic Literature Reviews in Software Engineering. Information and Software Technology, 2049-2075.
  6. Damayanti, A., & Rasyid, A. (2022). Marketing Communication Strategy of Pandayangan Tourism Ulumahuam Village in Labuhan Batu Selatan Regency in Improving Tourism Visit. Daengku: Journal of Humanities and Social Sciences Innovation, 2(4), 420-426.
  7. Damayanti, C. N., & Dunan, A. (2022). Strategi Komunikasi Pemasaran Pariwisata Melalui Instagram Di Era Pandemi Covid-19. Komunika: Jurnal Ilmu Komunikasi, 9(01), 48-62.
  8. Dhipa, A. Y., & Abidin, S. (2023). Strategi Komunikasi Pemasaran Pariwisata di Dinas Kebudayaan, Pemuda dan Olahraga Serta Pariwisata Kabupaten Deli Serdang. Management Studies and Entrepreneurship Journal (MSEJ), 4(4), 3551-3557.
  9. Erida, E., Yuniarti, Y., & Fatricia, R. S. (2018). Delivery Strategy and Marketing Communication of Tourism Services (Tourism Destination Study Muaro Jambi Temple). Journal of Business Studies and Mangement Review, 1(2), 72= 78-72= 78.
  10. Fariszy, R., & Sagita, V. A. (2022). Disruption of the Covid-19 pandemic in micro business marketing communication: A case study on Fransis Pizza & Dimsum Shumpit. The Indonesian Journal of Communication Studies, 15(1), 46-65.
  11. Farradia, Y. (2022). MARKETING COMMUNICATION STRATEGY IMPLEMENTED BY THE HOTEL AS AN EFFORT TO INCREASE VISITOR INTEREST DURING COVID-19 PANDEMIC. International Journal of Economy, Education and Entrepreneurship (IJE3), 2(1), 176-190.
  12. Gato, M., Dias, Á., Pereira, L., da Costa, R. L., & Gonçalves, R. (2022). Marketing communication and creative tourism: An analysis of the local destination management organization. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 40.
  13. Kamsar, K., Alim, I., Akbar, M. R., & Mone, A. (2023). Bira Beach Tourism Governance Through Digital Marketing Communication Strategies. Kybernology: Journal of Government Studies, 3(1), 62-77.
  14. Kerdpitak, C. (2022). Marketing EffectivenessModel of Tourism Business in Thailand. Journal of Hunan University Natural Sciences, 49(4).
  15. Mengist, W., Soromessa, T., & Legese, G. (2020). Method for conducting systematic literature review and meta-analysis for environmental science research. MethodsX, 7, 100777.
  16. Morin, S., & Herman, T. (2022). Systematic Literature Review: Keberagaman Cara Berpikir Siswa Dalam Pemecahan Masalah Matematis Ditinjau Dari Self-Efficacy. JPMI (Jurnal Pembelajaran Matematika Inovatif), 5(1), 271-286.
  17. Primastahta, C. K., & Evelina, L. W. (2022). DIGITAL MARKETING COMMUNICATION STRATEGY VIRTUAL TOURISM IN 5 SUPER PRIORITY DESTINATIONS ON THE COVID-19 PANDEMIC. Journal of Theoretical and Applied Information Technology, 100(21).
  18. Putra, A. A., Susilo, D., & Putranto, T. D. (2023). DIGITAL MARKETING COMMUNICATION STRATEGY FOR HOTEL EPISODE GADING SERPONG VIA INSTAGRAM@ episodegadingserpong. Jurnal Ekonomi, 12(3), 346-353.
  19. Putranto, D., & Astuti, M. (2021). Tourism Marketing Communication Strategy at Labuan Bajo Priority Destination. International Journal of Development Research, 11(5), 46733-46740.
  20. Putri, F. R., & Suharso, A. (2023). Systematic Literature Review Penggunaan Metodologi Pengembangan Sistem Informasi. INFOTECH journal, 9(2), 377-382.
  21. Raseru, I., & Rosilawati, Y. (2023). Marketing Communication Strategy during Covid-19 on Tourism Attraction in Tamansari Village. Paper presented at the Jogjakarta Communication Conference (JCC).
  22. Rawali, S., & Ramadhani, M. M. (2021). The role of marketing communications of the banjar district government in improving the ecotourism image of the riam kanan reservoir south kalimantan, indonesia. European Journal of Management and Marketing Studies, 6(2).
  23. Rohimah, A., Ardilla, Y., & Anam, M. K. (2021). Media Relations Strategy in Promoting Destination of Kutang Beach of Lamongan District, Indonesia. Paper presented at the Proceedings of International Conference on Da'wa and Communication.
  24. Rohimah, A., & Romadhan, M. I. (2019). Marketing communication strategy of halal tourism around Gus Dur’s Cemetery in Jombang. INJECT (Interdisciplinary Journal of Communication), 4(1), 1-14.
  25. Rozi, F. (2020). Systematic Literature Review pada Analisis Prediktif dengan IoT: Tren Riset, Metode, dan Arsitektur. Jurnal Sistem Cerdas, 3(1), 43-53.
  26. Saefudin, I. (2022). Marketing communication strategy in growing visiting motivation for New Tourists. Journal of Positive School Psychology, 6227–6235-6227–6235.
  27. Salsabila, S., & Setiawan, B. (2020). Strategic Marketing Communication in Promoting Ketep Pass.
  28. Simabur, L. A., Sangadji, S. S., Rahman, A., & Koja, N. A. A. (2023). Exploring the Research Landscape of Marketing Communication in Tourism: A Bibliometric Analysis. Studies in Media and Communication, 11(7), 283.
  29. Sumiyati, S., & Murdiyanto, L. (2018). Strategi komunikasi pemasaran pariwisata untuk meningkatkan kunjungan wisatawan di Pantai Suwuk Kabupaten Kebumen. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 17(2), 171-180.
  30. Tedjakusuma, A. P., & Dewi, H. P. (2018). Indonesian tourism marketing communication strategy through LionMag in-flight magazine. Paper presented at the 15th International Symposium on Management (INSYMA 2018).
  31. Ulfa, K., Zaenuri, M., Rahmawati, D. E., Rassanjani, S., Mukhrijal, M., & Imanullah, A. (2021). Branding Strategy" The Light Of Aceh" Through E-Tourism On Sustainable Tourism Development in Aceh Province. Journal of Governance and Public Policy, 8(3), 206-219.
  32. Utami, I. A. Y. S. D. (2023). Digital marketing communication strategy of rinjani trekking tour packages at Muji trekker tour & travel. International Journal of Social Science, 3(2), 223-240.
  33. Vavre?ka, V., & Mezuláník, J. (2016). Marketing communications in tourism–trends and reality. ????????? ? ?????????? ?????????(2), 80-93.
  34. Wang, Y. J., Wu, C., & Yuan, J. (2009). The role of integrated marketing communications (IMC) on heritage destination visitations. Journal of Quality Assurance in Hospitality & Tourism, 10(3), 218-231.
  35. Waris, A. (2022). Marketing Communication Strategy in Promoting Graduates Vocational Tourism School to Graduates Users. Paper presented at the Proceedings of International Conference On Communication Science.
  36. Wuryanta, A., & Utami, A. T. (2020). Decorating our Kampong: Between Marketing Communication Strategy, Implementation Integrity and Development of Tourism Potential in Karangrejo Borobudur, Central Java. Paper presented at the Proceedings of the 1st International Conference on Anti-Corruption and Integrity.
  37. Xiao, Y., & Watson, M. (2019). Guidance on conducting a systematic literature review. Journal of planning education and research, 39(1), 93-112.