Strategic Role of Tourism Students in Sustainable Tour Package Development and Digital Marketing Transformation: A University-Industry Collaboration Model
DOI:
https://doi.org/10.64538/strategish.v1i2.89Keywords:
digital marketing, experiential learning, sustainable tourism, tourism education, university-industry collaborationAbstract
Small and medium tourism enterprises (SMTEs) face significant challenges in developing sustainable tour packages while implementing effective digital marketing strategies, particularly due to limited human resources and technical capabilities. This study analyzes the strategic role of tourism students in developing sustainable tour packages and implementing digital marketing transformation at CV. Mahkota Borobudur through a university-industry collaboration model. This research employs a qualitative descriptive approach with single case study design involving 15 participants through in-depth interviews, participant observation during 6-month fieldwork, and document analysis. Data analysis followed thematic analysis with triangulation methods. Three key findings emerged: tourism students enhanced product innovation through systematic destination surveys, resulting in three diversified tour packages with improved market appeal; digital marketing implementation through social media platforms achieved broader market reach with improved cost efficiency; and the collaboration model generated mutual benefits, improving students' practical competencies while addressing company's human resource constraints. This study contributes to tourism education literature by demonstrating effectiveness of university-industry partnerships in sustainable tourism development and provides a framework for integrating academic resources into tourism product development and digital marketing transformation.
References
Alnajim, R. A., & Fakieh, B. (2023). A tourist-based framework for developing digital marketing for small and medium-sized enterprises in the tourism sector in Saudi Arabia. Data, 8(12), 179. https://doi.org/10.3390/data8120179
Arcodia, C., Novais, M. A., Cavlek, N., & Humpe, A. (2021). Educational tourism and experiential learning: Students' perceptions of field trips. Tourism Review, 76(1), 241-254. https://doi.org/10.1108/TR-05-2019-0155
Chamboko-Mpotaringa, M., & Tichaawa, T. M. (2021). Tourism digital marketing tools and views on future trends: A systematic review of literature. African Journal of Hospitality, Tourism and Leisure, 10(2), 712-726. https://doi.org/10.46222/ajhtl.19770720-128
Chau, S. (2024). How does educational travel promote lifelong learning? International Journal of Tourism Research, 26(4), e2731. https://doi.org/10.1002/jtr.2731
Christou, P., Hadjielias, E., Simillidou, A., Pantano, E., & Stylos, N. (2023). The use of intelligent automation as a form of digital transformation in tourism: Towards a hybrid experiential offering. Journal of Business Research, 155, 113415. https://doi.org/10.1016/j.jbusres.2022.113415
Coherent Market Insights. (2024). Educational tourism market size, share & forecast, 2025-2032. https://www.coherentmarketinsights.com/industry-reports/educational-tourism-market
Dou, X., Gao, B., Xu, X., & Ma, E. (2023). Educational tourism in China: Tourism firms, products and experiences. Tourism Review, 78(3), 833-848. https://doi.org/10.1108/TR-08-2022-0389
Guo, Y., Jiang, J., & Li, S. (2019). A sustainable tourism policy research review. Sustainability, 11(11), 3187. https://doi.org/10.3390/su11113187
Gutierriz, I., Ferreira, J. J., & Fernandes, P. O. (2025). Digital transformation and the new combinations in tourism: A systematic literature review. Tourism and Hospitality Research, 25(1), 45-62. https://doi.org/10.1177/14673584231198414
Kolb, A. Y., & Kolb, D. A. (2017). Experiential learning theory as a guide for experiential educators in higher education. ELTHE: A Journal for Engaged Educators, 1(1), 7-44.
Kumar, A., & Barua, C. S. (2024). Leveraging digital innovations in tourism marketing: A study of destination promotion strategies. International Journal of Tourism and Travel Management, 15(2), 45-62.
Streimikiene, D., Svagzdiene, B., Jasinskas, E., & Simanavicius, A. (2021). Sustainable tourism development and competitiveness: The systematic literature review. Sustainable Development, 29(1), 259-271. https://doi.org/10.1002/sd.2133
Theofanous, G., Thrassou, A., & Uzunboylu, N. (2024). Digital inclusivity: Advancing accessible tourism via sustainable e-commerce and marketing strategies. Sustainability, 16(4), 1680. https://doi.org/10.3390/su16041680
Ukpabia, D. C., & Karjaluoto, H. (2024). Investigating digital marketing readiness among tourism firms: An emerging economy perspective. Current Issues in Tourism, 27(13), 2153-2172. https://doi.org/10.1080/13683500.2024.2358047
United Nations World Tourism Organization. (2023). Sustainable development. Retrieved from https://www.unwto.org/sustainable-development
Wondirad, A., Tolkach, D., & King, B. (2020). Stakeholder collaboration as a major factor for sustainable ecotourism development in developing countries. Tourism Management, 78, 104024. https://doi.org/10.1016/j.tourman.2019.104024
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
Zhang, K., Wang, H., Wang, J., Li, C., & Zhang, J. (2020). Nature-based experiential learning as a framework for preparing responsible tourism practitioners. Journal of Hospitality, Leisure, Sport and Tourism Education, 28, 100331. https://doi.org/10.1016/j.jhlste.2020.100331
