Evaluasi Strategi Digital Content Marketing Jawa Timur Park 1 Terhadap Tourism Consumer Behavior

This research evaluates the effectiveness of Digital Content Marketing (DCM) strategies implemented by Jawa Timur Park 1 in influencing tourism consumer
behavior. Utilizing the CIPP (Context, Input, Process, Product) evaluation model, the study analyzes how DCM enhances brand awareness, interest, decision making, and loyalty among potential visitors. The findings indicate that the strategic use of Instagram, particularly through Reels and Stories, significantly increases audience engagement and awareness. The research highlights the importance of creating relevant and valuable content that resonates with the target audience, primarily young families. Additionally, the study identifies challenges such as algorithm changes on social media platforms that may affect content reach. Continuous evaluation and adaptation of marketing strategies based on data insights are recommended to maintain effectiveness. Overall, this research provides valuable insights for marketing teams in the tourism sector, emphasizing the need for innovative and data-driven approaches to enhance visitor attraction and retention in a competitive digital landscape.