Perancangan Experiential Marketing Sebagai Media Promosi Wisata Sejarah Dan Budaya Surabaya Untuk Generasi Z

Arinta, Felissha Syafa (2025) Perancangan Experiential Marketing Sebagai Media Promosi Wisata Sejarah Dan Budaya Surabaya Untuk Generasi Z. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pariwisata memegang peran penting dalam mendorong pertumbuhan ekonomi dan memperkuat identitas kota. Surabaya sebagai salah satu kota metropolitan di Indonesia memiliki potensi besar dalam sektor pariwisata sejarah dan budaya. Namun, masih ditemukan ketimpangan jumlah kunjungan antar destinasi sejarah, yang disebabkan oleh kurangnya strategi pemasaran yang adaptif terhadap preferensi generasi muda, khususnya Generasi Z. Kelompok ini cenderung menyukai pengalaman wisata yang bersifat interaktif, imersif, dan berbasis teknologi.
Perancangan ini merespons permasalahan tersebut melalui kampanye “Ceritakno Suroboyo” yang berbasis experiential marketing, pendekatan collectible stamp, yakni sistem pengumpulan stempel digital di titik-titik destinasi sejarah dan budaya Kota Surabaya. Kampanye dirancang menggunakan strategi komunikasi AISAS (Attention, Interest, Search, Action, Share) yang didukung oleh integrasi media digital dan fisik, seperti website, ambient media, merchandise, serta media sosial untuk menciptakan pengalaman eksplorasi yang personal, emosional, dan partisipatif, serta memperluas jangkauan promosi secara organik.
Hasil perancangan menunjukkan bahwa strategi experiential marketing mampu meningkatkan minat Gen Z terhadap destinasi sejarah dan budaya secara signifikan. Media utama berupa collectible stamp berhasil mendorong eksplorasi kawasan yang kurang terekspos, membangun keterlibatan emosional melalui narasi lokal, serta mendorong promosi organik melalui partisipasi media sosial. Selain itu, strategi ini turut membentuk persepsi baru mengenai daya tarik Surabaya sebagai kota bersejarah yang dinamis dan relevan, serta berkontribusi dalam memperkuat citra dan nilai destination branding secara berkelanjutan.
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Tourism plays a crucial role in promoting economic growth and strengthening city identity. As one of Indonesia’s major metropolitan cities, Surabaya holds significant potential in historical and cultural tourism. However, an imbalance remains in tourist distribution across heritage destinations, largely due to the lack of marketing strategies that align with the preferences of younger generations, particularly Generation Z. This demographic tends to favor travel experiences that are interactive, immersive, and technology-driven.
This design project addresses the issue through the “Ceritakno Suroboyo” campaign, which applies an experiential marketing approach using a collectible stamp system. The campaign invites tourists to collect digital stamps at various historical and cultural sites across Surabaya. It adopts the AISAS communication framework (Attention, Interest, Search, Action, Share), supported by the integration of digital and physical media, including a website, ambient QR code placements, exclusive merchandise, and social media, to create a personal, emotional, and participatory exploration experience while encouraging organic promotional reach.
The results demonstrate that experiential marketing strategies significantly increase Generation Z’s interest in underexposed historical destinations. The use of collectible digital stamps successfully stimulates emotional engagement through local narratives and encourages organic word-of-mouth promotion via social media participation. Furthermore, the campaign contributes to reshaping perceptions of Surabaya as a dynamic and relevant heritage city, while also strengthening sustainable destination branding efforts.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Collectible Stamp, Experiential Marketing, Gamifikasi, Generasi Z, Pariwisata, Collectible Stamp, Experiential Marketing, Gamification, Generation Z, Tourism
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Felissha Syafa Arinta
Date Deposited:	04 Aug 2025 07:10
Last Modified:	04 Aug 2025 07:10
URI:	http://repository.its.ac.id/id/eprint/126699

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