Digital Strategy Becomes the Main Key in Developing Jati Sewu Tourism in Gresik

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FORMOSA NEWS

The development of local tourist destinations requires a measurable marketing strategy to remain competitive amid the increasingly dynamic and competitive tourism industry. This was examined by Febriyanti Dwi Wulandari, Abdul Halik, and Endah Budiarti from University of 17 August 1945 Surabaya through research conducted from May to July 2026. This study is important to provide guidance for managers in sustainably optimizing nature-based family tourism potential.

The tourism sector plays a strategic role in driving regional economic growth and creating jobs. However, in Gresik Regency, the growth of new destinations has triggered intense competition. Jati Sewu Tourism, which carries the concept of natural teak forest beauty complete with family recreational facilities, faces obstacles such as suboptimal digital promotion, limited marketing human resources, and minimal collaboration with stakeholders. As a result, visitor numbers often fluctuate outside of holiday seasons.

To address these challenges, the study applied a descriptive qualitative approach involving 12 informants from various groups, ranging from business actors, ticket counter officers, parking attendants, to tourists. Data collection was carried out through field observations, in-depth interviews, and documentation. The research team then analyzed internal and external conditions using a SWOT analysis and determined program priorities using the Analytical Hierarchy Process (AHP) method.

Based on the analysis results, several key points regarding destination development strategies were identified:

• Jati Sewu Tourism is in an aggressive strategy position (growth-oriented strategy), meaning managers can utilize internal strengths to capture external opportunities.
• According to the AHP ranking, the top priority of the marketing strategy is strengthening digital promotion based on natural visual content (such as the cool atmosphere of the teak forests) to capitalize on digital tourism trends.
• The second priority is improving service quality through the development of human resource competencies and supporting facilities.
• The third priority involves developing experience-based tour packages (experiential tourism).
• The fourth priority is collaborating with influencers and travel agents to expand promotional reach.

The implementation of this strategy is considered urgent to increase brand awareness, broaden market reach, and significantly boost tourist visit numbers. Theoretically and practically, the integration of the SWOT and AHP methods provides tangible contributions for destination managers and local governments in formulating digitalization policies for the tourism sector.

Author Profiles

• Febriyanti Dwi Wulandari – Student and researcher at University of 17 August 1945 Surabaya.
• Abdul Halik – Lecturer and researcher at University of 17 August 1945 Surabaya with expertise in marketing management and business.
• Endah Budiarti – Lecturer and researcher at University of 17 August 1945 Surabaya with expertise in social sciences and management.

Research Sources:

• Article Title: Analysis of Marketing Strategy in the Development of Teak Sewu Tourist Destinations, Gresik Regency
• Journal Name: International Journal of Management Analytics (IJMA)
• Publication Year: 2026
• DOI: https://doi.org/10.59890/ijma.v4i3.18