DIGITALIZATION OF MADURA TOURISM BRANDING IN THE NEW NORMAL
Bani Eka Dartiningsih, Surokim

Communication Science, Universitas Trunojoyo Madura, Bangkalan, Indonesia

Abstract

he Covid 19 pandemic had a negative impact on the tourism sector which had to experience a decline in income. During the Covid 19 pandemic. One of the areas affected was Madura. Madura Island has enormous tourism potential, because in addition to having natural aesthetics it also has cultural diversity and norms that grow and develop among Madurese people. The COVID 19 pandemic has become a nightmare for all sectors of the tourism industry in Madura. Since Covid-19, the revenue budget from the tourism sector has fallen sharply. This is because of the government^s prohibition to open a business that has the potential to invite a large crowd of people due to physical distancing, as an effort to prevent the transmission of covid 19. Pandemic Covid-19 that hit the world has made various sectors in Indonesia experience drastic decline including tourism and the creative economy, industry tourism struggling to survive in difficult times such as travel, hotels, Culinary and tourist destinations are complicated issues.
To make this sector successful, strategic skills are needed in managing existing tourism assets.However, since the enactment new normal, namely the adaptation period to new habits, the tourism sector is making improvements. The rapid growth in the use of the internet and smartphones currently has an impact on all fields, including the tourism industry, whose direction is increasingly digital technology-based. Digitalization of branding is one of the keys promote tourism. By leveraging digitization, branding and Marketing of tourism products can be more effective and efficient in the new era normally at this time.
DigitalBranding can be said as a leap for the tourism sector and creative economy to develop at this time, these trends will be seen together increasing number of tourists and starting to plan trips digitally.

Keywords: Digitalization, Branding Madura, New Normal

Topic: Other Social Sciences and Humanities