Digital Enabler Promotion Strategy for Tourism Development in Malang City


  • Andini Eka Lestari State University of Malang, Indonesia
  • Sugeng Hadi Utomo State University of Malang, Indonesia
  • Imam Mukhlis State University of Malang, Indonesia
  • Agung Nugroho State University of Malang, Indonesia



Tourism, Digital Enabler, Promotion, Information and Communication Technology (ICT)


Purpose — explain concisely the purpose of your research. This study aims to find out (1) what tourism is in the city of Malang, (2) how to utilize the development of information and communication technology (ICT) in tourism development, (3) how strategies for the use of digital enablers in promoting tourism in the city of Malang, (4) how the Tourism and Culture Office of Malang City subsidizes and promotes tourism in the city of Malang.

Method —The method used in the preparation of this paper is to use the literature review method involving analysis, investigation and information from literature sources relevant to the research topic. The data collection technique used is a literature research approach, by collecting a number of documents sourced from journals and other media such as journal articles, books, research reports, official documents and other sources that can provide a deep understanding of digital enabler promotion strategies by utilizing information and communication technology to develop tourism potential, especially in the city of Malang.

Result — The results showed that in the city of Malang in utilizing Digital Enabler to promote tourism has not used and optimized Social Media such as Instagram, Facebook, Tik-Tok and even YouTube well. Although the government, the tourism and culture office also participate in providing subsidies and promotions for tourism development in Malang City, the level of local and foreign tourists visiting Malang City tourism tends to be slight and decreased in 2023 compared to 2022.

Novelty —Although the city of Malang has many tourist attractions, tourist attractions such as nature, culinary and culture. However, there are rarely other people who research related to the development of tourism in this city, because of the low public interest and awareness of opportunities from tourism through promotion. So that only a few people take advantage of the promotion of tourism in the city of Malang.