SMART Marketing Strategy for Preserving the Nganggung Tradition in Bangka Belitung Islands Province: A Driver of Social Humanities, Conservation, and Innovation

Efi Susanti; Junia Ega Lestari; Devi Valeriani; Darus Altin

doi:10.2991/978-94-6463-974-2_3

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SMART Marketing Strategy for Preserving the Nganggung Tradition in Bangka Belitung Islands Province: A Driver of Social Humanities, Conservation, and Innovation

Authors

Efi Susanti¹^{, *}, Junia Ega Lestari², Devi Valeriani³, Darus Altin⁴

¹University of Bangka Belitung, Pangkalpinang, Bangka Belitung, Indonesia

²University of Bangka Belitung, Pangkalpinang, Bangka Belitung, Indonesia

³University of Bangka Belitung, Pangkalpinang, Bangka Belitung, Indonesia

⁴University of Bangka Belitung, Pangkalpinang, Bangka Belitung, Indonesia

^*Corresponding author. Email: efisusantiwahyudi@gmail.com

Corresponding Author

Efi Susanti

Available Online 25 December 2025.

DOI: 10.2991/978-94-6463-974-2_3 How to use a DOI?
Keywords: Nganggung; SMART Marketing; social humanities; conservation and innovation; Bangka Belitung Islands Province
Abstract: This paper examines the application of the SMART Marketing Management approach (Specific, Measurable, Achievable, Relevant, Time-bound) to promote the communal dining tradition of Nganggung in Bangka Belitung. Nganggung, rich in social, religious, and ecological values, faces regeneration risks due to modernization and low youth participation.

Using a qualitative literature review (2021–2025), the study analyzes the role of SMART Marketing. Findings indicate that this strategy provides direction for increasing youth participation, strengthening eco-friendly practices (conservation), integrating MSMEs, and expanding digital exposure (innovation). The SMART approach reinforces Nganggung as a driver of cultural identity, sustainable development, and local wisdom-based tourism promotion.
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025)
Series: Advances in Economics, Business and Management Research
Publication Date: 25 December 2025
ISBN: 978-94-6463-974-2
ISSN: 2352-5428
DOI: 10.2991/978-94-6463-974-2_3 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Efi Susanti
AU  - Junia Ega Lestari
AU  - Devi Valeriani
AU  - Darus Altin
PY  - 2025
DA  - 2025/12/25
TI  - SMART Marketing Strategy for Preserving the Nganggung Tradition in Bangka Belitung Islands Province: A Driver of Social Humanities, Conservation, and Innovation
BT  - Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025)
PB  - Atlantis Press
SP  - 12
EP  - 17
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-974-2_3
DO  - 10.2991/978-94-6463-974-2_3
ID  - Susanti2025
ER  -

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