Peran Manajemen Pemasaran dalam Mempromosikan Warisan Budaya di Era Digital Human-Centered
DOI:
https://doi.org/10.63200/jebmass.v3i4.195Keywords:
manajemen pemasaran, promosi, warisan budaya, era digital, human-centeredAbstract
Artikel ini mengkaji peran strategis manajemen pemasaran dalam mempromosikan warisan budaya di era digital human-centered yang menekankan teknologi berbasis empati dan nilai-nilai kemanusiaan. Melalui tinjauan pustaka dan analisis konseptual, penelitian ini menemukan bahwa digital marketing berbasis storytelling, teknologi realitas virtual, dan platform media sosial menjadi instrumen kunci untuk meningkatkan visibilitas, pemahaman, dan apresiasi publik terhadap warisan budaya lokal (Hollebeek & Macky, 2019; Tussyadiah, 2020). Namun, integrasi teknologi dalam promosi budaya harus disertai pemahaman mendalam tentang sensitivitas budaya agar tidak terjadi komodifikasi berlebihan yang menghilangkan makna historis dan nilai otentiknya (Xiang et al., 2021). Studi ini berkontribusi dalam memperkaya wacana pemasaran human-centered dengan menekankan pentingnya empati budaya, interaktivitas digital, serta kolaborasi stakeholder untuk mengoptimalkan nilai ekonomi sekaligus pelestarian budaya. Implikasi praktisnya adalah perlunya model manajemen pemasaran inovatif yang mengintegrasikan teknologi digital dan kebijakan pelestarian budaya untuk mendukung pembangunan pariwisata berkelanjutan dan penguatan identitas nasional.
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