DIGITALISASI MANAJEMEN EVENT PARIWISATA OLAHRAGA: STRATEGI PEMASARAN BERKELANJUTAN DARI ATRAKSI TRADISIONAL MENENGAH KE PLATFORM MODERN

Andin Andin; Chika Chika; Joshua Joshua

doi:10.55681/jiopj.v2i1.7323

Authors

Andin Andin Universitas Nahdatul Ulama Mataram
Chika Chika Institut Pendidikan Nusantara Global
Joshua Joshua Institut Pendidikan Nusantara Global

DOI:

https://doi.org/10.55681/jiopj.v2i1.7323

Keywords:

Digitalisasi Event, Pariwisata Olahraga, Return on Marketing Investment, Simulasi Dinamika Sistem, Pemasaran Berkelanjutan

Abstract

Penelitian ini mengevaluasi dampak digitalisasi manajemen event terhadap performa pemasaran berkelanjutan pada atraksi pariwisata olahraga tradisional berskala menengah. Transformasi dari manajemen konvensional menuju ekosistem platform digital (e-ticketing, promosi media sosial terpusat, analitik big data, dan integrasi virtual reality) disimulasikan secara mendalam untuk mengukur efisiensi biaya, proyeksi jangkauan audiens, dan reduksi jejak karbon. Menggunakan pendekatan Agent-Based Modeling (ABM) dan simulasi dinamika sistem selama 12 bulan kalender pemasaran, penelitian ini membandingkan Skenario Baseline (Pra-Digitalisasi) dengan Skenario Intervensi (Pasca-Digitalisasi) melalui 10.000 iterasi Monte Carlo. Hasil komputasi dan simulasi digital menunjukkan bahwa integrasi platform modern meningkatkan jangkauan audiens hingga 1.700% dan Return on Marketing Investment (ROMI) sebesar 185% (dari 400% menjadi 1.350%). Selain itu, Customer Acquisition Cost (CAC) mengalami efisiensi tajam sebesar 65,5%. Dari perspektif keberlanjutan ekologis, transisi ke pemasaran nirkertas berkontribusi pada penurunan emisi karbon pemasaran sebesar 68,3%. Penelitian ini secara empiris dan komputasional membuktikan bahwa digitalisasi bukan hanya alat pendorong pertumbuhan ekonomi lokal berskala eksponensial, tetapi juga instrumen vital dalam mendukung kelestarian lingkungan dan konsep Green Tourism. Strategi pemasaran berkelanjutan melalui platform modern secara terukur mampu mengeskalasi atraksi olahraga tradisional menengah ke pasar global tanpa menghilangkan nilai otentisitas budayanya.

References

Abeza, G., O'Reilly, N., & Reid, I. (2013). Relationship marketing and social media in sport. International Journal of Sport Communication, 6(2), 120-142.

Buhalis, D., & Karatay, N. (2022). Mixed Reality (MR) for Generation Z in Cultural Heritage and Sports Tourism towards Web 3.0. Tourism Management Perspectives, 41, 100931.

Chalip, L. (2004). Beyond impact: A general model for sport event leverage. In Sport tourism: Interrelationships, impacts and issues (pp. 226-252). Channel View Publications.

Dickson, T. J., & Arcodia, C. (2010). Promoting sustainable event practice: The role of professional associations. International Journal of Hospitality Management, 29(2), 236-244.

Dincer, H., & Hacioglu, U. (2013). Global Strategies in Banking and Finance. IGI Global.

Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism Management, 29(3), 403-428.

Gibson, H. J. (1998). Sport tourism: A critical analysis of research. Sport Management Review, 1(1), 45-76.

Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: foundations and developments. Electronic Markets, 25(3), 179-188.

Gretzel, U., et al. (2020). Smart Tourism Ecosystems and Sustainable Event Management. Journal of Sustainable Tourism, 28(7), 1012-1025.

Higham, J., & Hinch, T. (2018). Sport Tourism Development. Channel View Publications.

Hinch, T. D., & Higham, J. E. (2001). Sport tourism: A framework for research. International Journal of Tourism Research, 3(1), 45-58.

Kaplanidou, K., & Vogt, C. (2007). The interrelationship between sport event and destination image and sport tourists' behaviours. Journal of Sport & Tourism, 12(3-4), 183-206.

Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.

Li, X. (2021). The impact of big data analytics on smart tourism and hospitality. Journal of Hospitality and Tourism Technology, 12(4), 748-765.

Neuhofer, B., Buhalis, D., & Ladkin, A. (2014). Smart technologies for personalized experiences: a case study in the hospitality domain. Electronic Markets, 25(3), 243-254.

O'Brien, D. (2006). Event business leveraging: The Sydney 2000 Olympic Games. Annals of Tourism Research, 33(1), 240-261.

Pouder, R. W., Clark, J. D., & Fenich, G. G. (2018). An exploratory study of how destination marketing organizations pursue the sports tourism market. Journal of Destination Marketing & Management, 9, 184-193.

Preuss, H. (2005). The economic impact of visitors at major multi-sport events. European Sport Management Quarterly, 5(3), 281-301.

Ramshaw, G., & Gammon, S. (2005). More than just nostalgia? Exploring the heritage/sport tourism nexus. Journal of Sport Tourism, 10(4), 229-241.

Ritchie, J. R. B., & Adair, D. (2004). Sport tourism: Interrelationships, impacts and issues. Multilingual Matters.

Roche, M. (1994). Mega-events and urban policy. Annals of Tourism Research, 21(1), 1-19.

Saayman, M., & Saayman, A. (2019). The Economic Impact of Sport Tourism Events: A Methodological Review and Simulation Models. Tourism Economics, 25(6), 947-965.

Shipway, R., & Jones, I. (2008). The great suburban Everest: An 'insiders' perspective on experiences at the 2007 Flora London Marathon. Journal of Sport & Tourism, 13(1), 61-77.

Smith, A. (2012). Events and urban regeneration: The strategic use of events to revitalise cities. Routledge.

Standeven, J., & De Knop, P. (1999). Sport tourism. Human Kinetics.

Tajzadeh-Namin, A. (2012). Sport tourism and new opportunities. International Journal of Academic Research in Business and Social Sciences, 2(10), 302.

Tassiopoulos, D., & Johnson, D. (2009). Social impacts of events. In Events management (pp. 52-70). Juta and Company Ltd.

Wang, D., & Xiang, Z. (2021). Agent-Based Modeling in Tourism Research: Analyzing the Digitalization of Traditional Attractions. Annals of Tourism Research, 89, 103233.

Weed, M. (2003). Why the two won't tango! Explaining the lack of integrated policies for sport and tourism in the UK. Journal of Sport Management, 17(3), 258-283.

Weed, M. (2008). Olympic Tourism. Butterworth-Heinemann.

Ziakas, V., & Costa, C. (2011). The use of an event portfolio in regional community and tourism development: Creating synergy between sport and cultural events. Journal of Sport & Tourism, 16(2), 149-175.