Strategi Digital Marketing dalam Meningkatkan Minat Kunjungan Wisatawan pada Kawasan Wisata Pura Uluwatu
DOI:
https://doi.org/10.55606/jempper.v5i3.7761Keywords:
AIDA Model, Digital Marketing, Social Media, Tourist Visit Intention, Uluwatu TempleAbstract
This study aims to analyze the digital marketing strategy implemented by the Management Board of the Uluwatu Temple Tourism Area in increasing tourists' visit intention, identify the obstacles encountered during its implementation, and examine the optimization efforts undertaken to improve marketing effectiveness. This research employed a descriptive qualitative approach. Data were collected through interviews, observations, documentation, and literature review involving seven purposively selected informants consisting of management staff and tourists. Data analysis was conducted through data reduction, data presentation, conclusion drawing, and triangulation to ensure data validity. The findings indicate that digital marketing has been implemented through Instagram, TikTok, and Facebook by promoting tourist attractions, cultural performances, and destination information. Based on the AIDA model, the strategy has succeeded in attracting tourists' attention and generating interest. However, its implementation has not yet been fully optimized due to inconsistent content uploads, limited audience engagement, and inadequate human resources. To address these issues, the management has developed several optimization efforts, including establishing a content calendar, improving content quality, increasing interaction with followers, enhancing staff competencies, and maximizing social media features. These strategies are expected to strengthen digital promotion and contribute to sustainable growth in tourists' visit intention. The results of this study provide practical recommendations for tourism destination managers in developing more effective digital marketing strategies.
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