Proceedings of the Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2024)

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Viral Promotion Strategy of “Thematic Village” Malang City

Authors
Sisca Aulia1, *, Gregorius Genep Sukendro2
1Faculty of Communication Science, Universitas Tarumanagara, Jakarta, Indonesia
2Faculty of Communication Science, Universitas Tarumanagara, Jakarta, Indonesia
*Corresponding author. Email: siscaa@fikom.untar.ac.id
Corresponding Author
Sisca Aulia
Available Online 22 July 2025.
DOI
10.2991/978-2-38476-446-4_21How to use a DOI?
Keywords
Viral Promotion; Thematic Village; E-Word of Mouth
Abstract

Tourism can support strategic state policies to help underdeveloped areas. Malang City is a residential area with a large and dense population, it can be said that this city has minimal natural potential. This study aims to analyze the viral promotion strategy applied to the “Thematic Village” of Malang City, with a focus on the use of social media and digital technology in disseminating information quickly and widely. Thematic Village, which offers various unique themes with a blend of art, culture, and nature, has become a new tourist attraction in Malang City. Viral promotion is one effective way to attract tourists, by utilizing e-Word of Mouth (e-WOM) and creative content that can be shared widely on social media platforms. The research method is one of the important and useful factors in a study, because basically the research method is a scientific way to obtain data with certain goals and activities. The results of this study are To further enhance promotional strategies, collaborations with influencers, the use of advanced digital technologies such as augmented and virtual reality, and training local communities in digital marketing and storytelling can play a pivotal role in maintaining the vibrancy of these campaigns.

Copyright
© 2025 The Author(s)
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 Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
22 July 2025
ISBN
978-2-38476-446-4
ISSN
2352-5398
DOI
10.2991/978-2-38476-446-4_21How to use a DOI?
Copyright
© 2025 The Author(s)
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

risenwbib
TY  - CONF
AU  - Sisca Aulia
AU  - Gregorius Genep Sukendro
PY  - 2025
DA  - 2025/07/22
TI  - Viral Promotion Strategy of “Thematic Village” Malang City
BT  - Proceedings of the Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2024)
PB  - Atlantis Press
SP  - 192
EP  - 201
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-446-4_21
DO  - 10.2991/978-2-38476-446-4_21
ID  - Aulia2025
ER  -