The Role of Digital Content Marketing in Promoting Water Sport for Supporting Adventure Tourism Case Study: Seadoo Safari Jakarta

The increasing role of Digital Content Marketing (DCM) in tourism is uncontested. Yet, not many studies have been conducted to investigate the role of DCM in promoting tourism. The tourism concept that is a priority for post-pandemic travel is adventure tourism; one of those that has the potential to grow in Indonesia is water sports. DCM plays an important role in the tourism industry because content is the determining factor for any destination. The intended content can be text-, video-, or audio-based. Content can be classified into three types: User-Generated Content (UGC), Firm-Generated Content (FGC), and Influencer-Generated Content (IGC). To this end, this study aims to provide academic contributions, especially in the area of water sports and adventure tourism, and also become the recommendation for marketers in tourism sector. The case study in this research is Seadoo Safari Jakarta & Baywalk. This study employs qualitative descriptive methodology, and the data were garnered from interviews with 3 participants (Seadoo Safari Jakarta & Baywalk managers). Seadoo Safari has mapped out its target market personas, mostly millennials and generation Z, who spend a lot of time on the social media platform. The finding revealed that DCM’s strategy encourages social word of mouth, which influences tourists’ interest in choosing tourism activities. The types of content that have also become more important to pay attention by tourism marketers are UGC and FGC, as the millennial and Z generations are influenced by audience and influencer experiences on social media.