| dc.description.abstract | Objective – This study discusses the role of tourism event marketing in promoting creative industry products in a city by
taking a case study in Jember district. Jember has third largest fashion carnival in the world named Jember Fashion
Carnaval (JFC) which is held annually. JFC is capable of being a magnet of Jember tourism in recent years. That big
potential of JFC can be utili
zed as a tourism event marketing. Hopefully, JFC is able to be a market for creative industries
in Jember, given that the main problem of creative industries in Jember is related to marketing capability. JFC utilization
as an event marketing requires a quadruple helix model approach, where local government, universities, creative
industries, and society work together and synergically.
Methodology – This study is designed using analytical descriptive approach.
Findings – This study concluded that creating JFC as an event marketing in promoting creative industry product in Jember
applies active synergy bet
ween government, academics, industries, and society. Government can act as creative industry
promotor and supporter of facility and infrastructure; academics can contribute as source of knowledge, technology, and
creative human resources; industries can develop their own enterprise using knowledge and experience transfer; and
community can act as program partner related to JFC and creative industries.
Novelty – The research based on the analytical descriptive approach suggests marketing challenge of creative industries
with new product development and innovation. | en_US |
