Global Marketing Strategy for Marine Tourism in the Bangka Belitung Islands with DOT, BAS, and POS Approach

Selvia Deprianti (), Redi Redi, Devi Valeriani and Ari Agung Nugroho
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Selvia Deprianti: University of Bangka Belitung, Faculty of Economics and Business
Redi Redi: University of Bangka Belitung, Faculty of Economics and Business
Devi Valeriani: University of Bangka Belitung, Faculty of Economics and Business
Ari Agung Nugroho: University of Bangka Belitung, Faculty of Economics and Business

A chapter in Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025), 2025, pp 81-88 from Springer

Abstract: Abstract Islands (Babel) have potential tour the outer sea usual, but Still face challenge in interesting traveler domestic and international. Articles This aim For develop global marketing strategies for tour Babel maritime with use Destination-Oriented Tourism (DOT), Branding, Accessibility, and Sustainability (BAS), and Point of Sale (POS) approaches. This research analyzing secondary data about trend growth visitors and compare destination Babel and Bali tour. Through analysis regression, research This find that digital marketing, especially through social media, have influence significant to arrival tourists. Evaluation return return on investment (ROI) shows that campaign implemented digital marketing give profitable results with an ROI of 2.4. In addition, the factors sustainability, such as management environment and empowerment public local, to be key For ensure growth sustainable tourism in the Bangka Belitung Islands.

Keywords: Marine Tourism; Bangka Belitung Islands; Digital Marketing; DOT; BAS; POS; Sustainability; ROI (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-974-2_13

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