Mountain Tour Guide Business Development Strategy Through Social Media Pyramid Model

Abuzar Al-ghaniy, Caria Ningsih, Riche Cynthia Johan

Abstract


The mountain tour guiding business has grown significantly over the past few decades as a form of alternative tourism. However, many tour guide operators have yet to fully optimize technology, particularly social media, as a tool for business development. This study aims to formulate business development strategies for mountain tour guides using the Social Media Pyramid model. This model categorizes social media activities into three hierarchical levels based on their goals and focus, such as: interaction, engagement, and conversion. Respondents in this research were visitors to social media accounts and consumers of mountain tourism activities in Bandung. The results indicate that the strategic use of social media can enhance marketing effectiveness, foster consumer interaction, and drive broader engagement, particularly among younger generations. By creating engaging, innovative, and targeted content, social media can increase business visibility and build stronger connections between operators and prospective customers. Furthermore, this strategy has the potential to expand market reach and support the sustainability of mountain tour guiding businesses in the digital era.


Keywords


Marketing Strategy, Social Media, Social Media Pyramid, Mountain Tour Guides, Business Development

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References


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DOI: https://doi.org/10.17509/jote.v4i1.77854

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