SMART Marketing Strategy for Preserving the Nganggung Tradition in Bangka Belitung Islands Province: A Driver of Social Humanities, Conservation, and Innovation

Efi Susanti (), Junia Ega Lestari, Devi Valeriani and Darus Altin
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Efi Susanti: University of Bangka Belitung
Junia Ega Lestari: University of Bangka Belitung
Devi Valeriani: University of Bangka Belitung
Darus Altin: University of Bangka Belitung

A chapter in Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025), 2025, pp 12-17 from Springer

Abstract: Abstract This paper examines the application of the SMART Marketing Management approach (Specific, Measurable, Achievable, Relevant, Time-bound) to promote the communal dining tradition of Nganggung in Bangka Belitung. Nganggung, rich in social, religious, and ecological values, faces regeneration risks due to modernization and low youth participation. Using a qualitative literature review (2021–2025), the study analyzes the role of SMART Marketing. Findings indicate that this strategy provides direction for increasing youth participation, strengthening eco-friendly practices (conservation), integrating MSMEs, and expanding digital exposure (innovation). The SMART approach reinforces Nganggung as a driver of cultural identity, sustainable development, and local wisdom-based tourism promotion.

Keywords: Nganggung; SMART Marketing; social humanities; conservation and innovation; Bangka Belitung Islands Province (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-974-2_3

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DOI: 10.2991/978-94-6463-974-2_3

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