TRANSFORMATION OF DIGITAL MARKETING STRATEGY AND SENSORY COMMUNICATION IN RIVER CULINARY TOURISM (CASE STUDY OF KOPI 16 PRO PALEMBANG)

Abstract

This study aims to evaluate the marketing communication strategy of Café Terapung Kopi 16 Pro on the Musi River, Palembang, in responding to digital consumer behavior and the demands of the experience economy. It uses a descriptive qualitative approach with a single case study method. Data collection was conducted through in-depth interviews, participant observation, and social media content analysis. Data were analyzed using Thematic Analysis (Braun & Clarke) with the AISAS (Attention, Interest, Search, Action, Share) theoretical framework and The 4 Realms of Experience. The results show that the linear AIDA model is no longer adequate to explain this phenomenon. Kopi 16 Pro successfully applied the AISAS model, where the elements of Search (digital review search) and Share (visual content sharing) became the main drivers of visits. The uniqueness of the floating location was utilized not only as a visual asset (Aesthetic) but also as an immersive escapist experience. The integration of local culture through the “Pro Culture” event strengthens the destination's authenticity. This study suggests that river tourism managers shift from one-way promotion to creating “shareable moments” and actively managing digital footprints. This study fills a research gap by applying the AISAS model and Experience Economy to the context of floating cafes in developing countries, an area that has been rarely explored compared to river tourism in Thailand or Vietnam.