Leveraging the Digital Economy for Tourism Marketing in the Society 5.0 Era: A Case Study of East Kalimantan

Muhammad Tommy Fimi Putera; Siti Mujanah; Hwihanus Hwihanus; Muhammad Harits Zidni Khatib Ramadhani

doi:10.31004/riggs.v4i3.3297

Authors

Muhammad Tommy Fimi Putera Universitas Mulawarman
Siti Mujanah Universitas 17 Agustus 1945
Hwihanus Hwihanus Universitas 17 Agustus 1945
Muhammad Harits Zidni Khatib Ramadhani Universitas Mulwarman

DOI:

https://doi.org/10.31004/riggs.v4i3.3297

Keywords:

Tourism, Digital Economy, Technological Innovation, Social Media, Society 5.0

Abstract

Leveraging digital technology in the Society 5.0 era is crucial for tourism marketing to enhance destination attractiveness. However, prior research has often aggregated various digital platforms. A gap remains in understanding which digital variable—be it social media promotion, platform adoption, or pure technological innovation (e.g., AI/VR)—exerts the most dominant impact on destination attractiveness. This study aims to comparatively analyze the influence of social media utilization, digital platform adoption, and digital technological innovation on tourism attractiveness in East Kalimantan. A quantitative method was employed, utilizing a questionnaire survey administered to 120 respondents (comprising tourists and business stakeholders), with data analyzed via multiple linear regression. The results indicate that while all three variables have a positive and significant influence, digital technological innovation (beta=0.356$) exerts the most dominant effect, surpassing social media utilization (beta=0.324$) and digital platform adoption (beta=0.281$). The model successfully explains 65.9% of the variance in tourism attractiveness. This finding underscores the need for tourism marketing strategies to shift from mere social promotion to the development of robust digital experiences. By implication, stakeholders are urged to prioritize investment in technology-based infrastructure and innovation capacity to navigate competition in the Society 5.0 era.

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