Designing Tourism Marketing Tools With Geotargeting of Ip Addresses

Abstract

Information technology is the key to developing the tourism industry with a new motto -smart tourism, which changes tourist marketing and management destinations. Much research on tourism marketing has been conducted through social networking sites to effectively promote events and tourist attractions on brand trust influencing decision-making. This research aims to create a notification or marketing message service system through geographic targeting to improve user experience by sending relevant messages based on the user's location. New knowledge about location-based marketing that requires a geolocation service system or application is geotargeting. The aspect considered in developing marketing tools using geotargeting is the impact of technological innovation, which can make tourism marketing trouble-free and more personalized based on location. This research used the design-based methodology. In this methodological approach, the notification or marketing message service system has a specific purpose. The finding in this research is a marketing service system, namely a segmented marketing tool or notification message. This marketing tool utilizes geolocation and geotargeting APIs to obtain user location data based on city, province, and country via the website and then sends messages to users. The novelty of the research lies in the marketing service system as marketing technology or notification messages through geographic targeting with IP address geolocation. This research thus has significant implications for personalized marketing. It implies that tourism stakeholders must increase their digital competence because understanding data and technology is valuable in modern and contemporary marketing.