Digital marketing for sustainable tourism village in Bali: A mixed methods study

I. Made Darma Oka, I. Nengah Subadra

Article ID: 3726
Vol 8, Issue 7, 2024

VIEWS - 701 (Abstract) 247 (PDF)

Abstract


This study examines the crucial role of digital marketing in promoting sustainable tourism in the villages of Bali. It adopts a mixed methods approach, using qualitative and quantitative data collection and analysis. The qualitative data were obtained from semi-structured interviews with management teams who have experience in implementing digital marketing strategies for village tourism. The interviewees were selected using a purposive sampling technique. The quantitative data were gathered from questionnaires distributed to domestic tourists who visited the villages. The questionnaires measured the tourists’ perceptions of digital marketing as a tool for village tourism marketing. The study found that digital marketing plays a vital role in promoting tourism villages, as most tourists learned about the villages through online media. The study also identified five dimensions of digital marketing, namely website media, social media, search engines, email marketing, and online advertising, which have potential effects on the sustainability of tourism villages. The study conducted statistical tests to examine the effects of 20 indicators of digital marketing on village tourism marketing. The results showed that 16 indicators had a significant positive effect, while four indicators had no effect. These findings suggest that digital marketing is an effective way to market tourism villages and enhance their sustainability.


Keywords


digital marketing; crucial role; tourism village; sustainable marketing; Bali tourism; promotion

Full Text:

PDF


References


Agarwal, S. (2012). Resort economy and direct economic linkages. Annals of Tourism Research, 39(3), 1470–1494. https://doi.org/10.1016/j.annals.2012.04.001

Alareeni, B., Hamdan, A., Khamis, R., & El Khoury, R. (2023). Digitalisation: Opportunities and Challenges for Business (Volume 2). Springer Cham. https://doi.org/10.1007/978-3-031-26956-1

Alavalapati, J. R. R., & Adamwicz. W. L. (2000). Tourism impact modelling for resource extaction regions. Annals of Tourism Research, 27(1), 188–202. https://doi.org/10.1016/S0160-7383(99)00064-X

Alegro, T., Turnšek, M., Špindler, T., et al. (2023). Introducing Amazon Explore: a digital giant’s exploration of the virtual tourism experiences. Journal of Tourism Futures. https://doi.org/10.1108/jtf-02-2022-0072

Ali, A., Frew, A. (2013). Information and Communication Technologies for Sustainable Tourism. Routledge. https://doi.org/10.4324/9780203072592

Andariesta, D. T., & Wasesa, M. (2022). Machine learning models for predicting international tourist arrivals in Indonesia during the COVID-19 pandemic: a multisource Internet data approach. Journal of Tourism Futures. https://doi.org/10.1108/jtf-10-2021-0239

Babbie, E. (2016). The Practice of Social Research. Cengage Learning.

Bramantyo, B. D., & Ismail, P. (2021). Digital Tourism Museum Nasional Indonesia Melalui Virtual Tour Di Masa Pandemi COVID-19. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 20(2), 184–196. https://doi.org/10.32509/wacana.v20i2.1616

Buhalis, D., & Foerste, M. (2021). Technology as a catalyst of change: Enablers and barriers of the tourist experience and their consequences. Routledge Handbook of Transport Economics. Routledge; pp. 231–248.

Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism Management, 29(4), 609–623. https://doi.org/10.1016/j.tourman.2008.01.005

Byrd, E. T. (2007). Stakeholders in sustainable tourism development and their roles: applying stakeholder theory to sustainable tourism development. Tourism review, 62(2), 6–13. https://doi.org/10.1108/16605370780000309

Carlisle, S., Ivanov, S., & Dijkmans, C. (2021). The digital skills divide: evidence from the European tourism industry. Journal of Tourism Futures, 9(2), 240–266. https://doi.org/10.1108/jtf-07-2020-0114

Dulgaroglu, O. (2021). Digitalization in Tourism: Smart Tourism Applications, Digital Tourism and Tourism 4.0. Journal of Tourism and Management. 2: 1–15.

Facebook. (n.d.). The locations of the three tourism villages: Jatiluwih, Mengesta, and Biaung. Available online: https://www.facebook.com/photo/?fbid=316951306377058&set=pcb.316952566376932 (accessed on 6 January 2024).

Fayos-Solà, E., & Cooper, C. (2019). The Future of Tourism. Springer International Publishing.

Furqan, A.; Mat, S.; Ahmad, P.; Hussin, R. (2010). Promoting Green tourism for future sustainability. Theor. Empir. Res. Urban. Manag., 5 (8(17)), 64–74.

García-Hernández, M., de la Calle-Vaquero, M., & Yubero, C. (2017). Cultural Heritage and Urban Tourism: Historic City Centres under Pressure. Sustainability, 9(8), 1346. https://doi.org/10.3390/su9081346

Gross, J., & von Wangenheim, F. (2022). Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts. Journal of Interactive Advertising, 22(3), 289–310. https://doi.org/10.1080/15252019.2022.2123724

Gursoy, D., Li, Y., & Song, H. (2023). ChatGPT and the hospitality and tourism industry: an overview of current trends and future research directions. Journal of Hospitality Marketing & Management, 32(5), 579–592. https://doi.org/10.1080/19368623.2023.2211993

Hanggraito, A. A., Wiratama, A. S., & Saifuddien, R. A. (2020). Alternatif Strategi Bauran Pemasaran 7P Museum Batik Yogyakarta. Jurnal Kepariwisataan: Destinasi, Hospitalitas Dan Perjalanan, 4(2), 72–83. https://doi.org/10.34013/jk.v4i2.50

Hernández-Lobato, L., Solis-Radilla, M. M., Moliner-Tena, M. A., et al. (2006). Tourism Destination Image, Satisfaction and Loyalty: A Study in Ixtapa-Zihuatanejo, Mexico. Tourism Geographies, 8(4), 343–358. https://doi.org/10.1080/14616680600922039

Huang, T., Lee, T. J., & Lee, K. (2009). Innovative e‐commerce model for food tourism products. International Journal of Tourism Research, 11(6), 595–600. https://doi.org/10.1002/jtr.731

Kadafi, M. (2022). The Number of Tourism Villages in Bali is Growing (Indonesian). Available online: https://www.merdeka.com/peristiwa/jumlah-desa-wisata-di-pulau-bali-kian-menjamur-berikut-jumlah.html (accessed on 10 December 2023).

Khan, M. R., Khan, H. U. R., Lim, C. K., et al. (2021). Sustainable Tourism Policy, Destination Management and Sustainable Tourism Development: A Moderated-Mediation Model. Sustainability, 13(21), 12156. https://doi.org/10.3390/su132112156

Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.

Kouroupi, N., & Metaxas, T. (2023). Can the Metaverse and Its Associated Digital Tools and Technologies Provide an Opportunity for Destinations to Address the Vulnerability of Overtourism? Tourism and Hospitality, 4(2), 355–373. https://doi.org/10.3390/tourhosp4020022

Kozak, M., & Andreu, L. (2007). Progress in Tourism Marketing. Routledge. https://doi.org/10.4324/9780080480480

Lee, S., Kim, D., & Yoon, H. (2023). Factors influencing tourists’ choices and behaviors in digital marketing for tourism village marketing. Journal of Travel Research, 62(5), 647–659.

Lee, S., Sung, B., & Kitin, J. (2023). The watchful eye: investigating tourist perceptions of different wireless tracking technologies at a travel destination. Current Issues in Tourism, 27(6), 906–922. https://doi.org/10.1080/13683500.2023.2188582

Liu, Y. Y., & Mačerinskienė, A. (2016). Managing the digital campaign process for sustainable tourism destinations. Sustainable Tourisim, 7. https://doi.org/10.2495/st160121

Maingi, S. W., Gowreesunkar, V. G., & Korstanje, M. E. (2024). Tourist Behaviour and the New Normal. Springer Nature Switzerland, (1). https://doi.org/10.1007/978-3-031-45848-4

Maquera, G., da Costa, B. B. F., Mendoza, Ó., et al. (2022). Intelligent Digital Platform for Community-Based Rural Tourism—A Novel Concept Development in Peru. Sustainability, 14(13), 7907. https://doi.org/10.3390/su14137907

Mataram, I. G. A. B., Astuti, N. W. W., Damayanti, I. A. K. W., et al. (2019). Online Promotion Policy Model of Tourists Visiting Pinge Tourism Village, Tabanan, Bali. In: Proceedings of the International Conference on Applied Science and Technology 2019—Social Sciences Track (ICASTSS 2019). Atlantis Press. https://doi.org/10.2991/icastss-19.2019.65

Nala, I. W. L., Indriani, N., & Oka, I. M. D. (2021). The impacts of development of Pela Village as a tourist village in Kutai Kartanegara, East Kalimantan. Journal of Applied Sciences in Travel and Hospitality, 4(2), 85–92. https://doi.org/10.31940/jasth.v4i2.85-92

Neuhofer, B., Buhalis, D., & Ladkin, A. (2013). A Typology of Technology‐Enhanced Tourism Experiences. International Journal of Tourism Research, 16(4), 340–350. https://doi.org/10.1002/jtr.1958

Nurmadewi, D. (2023). Digital Marketing as a Tourism Village Marketing Strategy in East Java’s Horseshoe Region. Jurnal Sistem Informasi Bisnis, 14(1), 46–53. https://doi.org/10.21456/vol14iss1pp46-53

O’Connor, P., Frew, A., & Morrison, A. M. (2020). Artificial intelligence and robotics in the hospitality industry: A systematic review. Journal of Hospitality Marketing & Management, 29(7), 762–787.

Oka, I. M. D., Antara, D. M. S., Ruki, M., & Darmayanti, P. W. (2022). Penta helix’s perspective: The green tourism at the tourism village in Bali, Indonesia. Journal of Environmental Management & Tourism, 13(3), 884–896. https://doi.org/10.14505/jemt.v13.3(59).25

Patton, M. Q. (2014). Qualitative Research & Evaluation Methods: Integrating Theory and Practice. Sage Publications.

Pencarelli, T. (2019). The digital revolution in the travel and tourism industry. Information Technology & Tourism, 22(3), 455–476. https://doi.org/10.1007/s40558-019-00160-3

Poort, M. E., Persson-Fischier, U., Martinsson-Wallin, H., et al. (2021). “Authenticity” as a Pathway to Sustainable Cultural Tourism? The Cases of Gotland and Rapa Nui. Sustainability, 13(11), 6302. https://doi.org/10.3390/su13116302

Pratiwi, R., Wardhani, W. N., & Kusumaningrum, R. (2020). Crowdworking, is it Beneficial in Destination Marketing? An Empirical Model in Tourism Destinations in Central Java. In: Proceedings of the 3rd Asia Pacific Management Research Conference (APMRC 2019). https://doi.org/10.2991/aebmr.k.200812.040

Putu, W. D., Oka, I. M. D., Sumadi, K. (2022). Cultural Heritage As The Base For The Development Of Educational Tourism In Biaung Village, Penebel, Tabanan. Pariwisata Budaya: Jurnal Ilmiah Agama Dan Budaya, 7(2), 175–185. https://doi.org/10.25078/pariwisata.v7i2.1411

Rodrigues, S., Correia, R., Gonçalves, R., et al. (2023). Digital Marketing’s Impact on Rural Destinations’ Image, Intention to Visit, and Destination Sustainability. Sustainability, 15(3), 2683. https://doi.org/10.3390/su15032683

Rofi’i, N. A., Fatihudin, D., & Mochklas, M. (2019). Pengaruh Strategi Bauran Pemasaran Terhadap Peningkatan Penjualan Pada Produk Dr. Kebab Bara Satriya Sidoarjo. BALANCE: Economic, Business, Management and Accounting Journal, 16(1). https://doi.org/10.30651/blc.v16i1.3141

Rusu, B. (2016). The Impact of Innovations on the Business Model: Exploratory Analysis of a Small Travel Agency. Procedia - Social and Behavioral Sciences, 221, 166–175. https://doi.org/10.1016/j.sbspro.2016.05.103

Rybina, L., & Lee, T. (2020). Traveler Motivation and Destination Loyalty: Visiting Sacred Places in Central Asia. Tourism and Hospitality, 2(1), 1–14. https://doi.org/10.3390/tourhosp2010001

Sakas, D. P., Reklitis, D. P., Terzi, M. C., et al. (2022). Multichannel Digital Marketing Optimizations through Big Data Analytics in the Tourism and Hospitality Industry. Journal of Theoretical and Applied Electronic Commerce Research, 17(4), 1383–1408. https://doi.org/10.3390/jtaer17040070

Salazar, N. B. (2011). Community-based cultural tourism: issues, threats and opportunities. Journal of Sustainable Tourism, 20(1), 9–22. https://doi.org/10.1080/09669582.2011.596279

Schouten, A. P., Janssen, L., & Verspaget, M. (2019). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898

Scott, J. (2012). Tourism, civil society and peace in cyprus. Annals of Tourism Research, 39(4), 2114–2132. https://doi.org/10.1016/j.annals.2012.07.007

Sigala, M. (2018). Artificial intelligence (AI), robots and the tourism industry: a literature review. Journal of Hospitality and Tourism Management, 34, 21–32.

Sigala, M. (2020). Chatbots as service agents in the travel and tourism industry. Routledge Handbook of Transport Economics. Routledge. pp. 165–180

Sigala, M., & Chalkiti, K. (2015). Knowledge management, social media and employee creativity. International Journal of Hospitality Management, 45, 44–58. https://doi.org/10.1016/j.ijhm.2014.11.003

Simamora, H. (2001). Human Resource Management (Indonesian). Stie Ykpn.

Sotiriadis, M. (2020). Tourism Destination Marketing: Academic Knowledge. Encyclopedia, 1(1), 42–56. https://doi.org/10.3390/encyclopedia1010007

Souto, J. E. (2015). Business model innovation and business concept innovation as the context of incremental innovation and radical innovation. Tourism Management, 51, 142–155. https://doi.org/10.1016/j.tourman.2015.05.017

Suasapha, A. H & Paturusi, S. A. (2015). CBT in management at Kedonganan Beach. Pariwisata Berbasis Masyarakat Model Bali. Magister of Tourism. Udayana University.

Subadra, I. N. (2019a). Alleviating poverty through community-based tourism: Evidence from Batur Natural Hot Spring Water - Bali. African Journal of Hospitality, Tourism and Leisure,8 (51).

Subadra, I. N. (2019b). Gaining In-Depth Understanding Through Mixed Methods Case Study: An Empirical Research from Temple Tourism in Bali. SAGE Publications Ltd. https://doi.org/10.4135/9781526487056

Subadra, I. N. (2022). Understanding the Cultural Ecosystem Service of Heritage Tourism. Management of Tourism Ecosystem Services in a Post Pandemic Context, 320–338. https://doi.org/10.4324/b23145-25

Subadra, I. N. (2024). Cloud Tour Services in Paradise: A Newly Marketing Paradigm in Bali Tourism History. Tourist Behaviour and the New Normal, 1, 147–171.

Subadra, I. N., & Hughes, H. (2021). Pandemic in paradise: Tourism pauses in Bali. Tourism and Hospitality Research, 22(1), 122–128. https://doi.org/10.1177/14673584211018493

Subadra, I. N., Nadra, N. M. (2006). Dampak Ekonomi, Sosial-Budaya dan Lingkungan Pengembangan Desa Wisata di Jatiluwih-Tabanan. Jurnal Manajemen Pariwisata, 5(1). 46–64.

Timothy, A. B. (2015). Confirmatory factor analysis for applied research. The Guilfold Press.

Tohanean, D., Toma, S. G., Dumitru, I. (2018). Organizational Performance and Digitalization in Industry 4.0. Journal of Emerging Trends in Marketing and Management, 1, 282–293.

Toubes, D. R., Araújo Vila, N., & Fraiz Brea, J. A. (2021). Changes in Consumption Patterns and Tourist Promotion after the COVID-19 Pandemic. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1332–1352. https://doi.org/10.3390/jtaer16050075

Tussyadiah, I., & Inversini, A. (2015). Information and Communication Technologies in Tourism 2015. Springer International Publishing. https://doi.org/10.1007/978-3-319-14343-9

Wati, A. P., Martha, J. A., Indrawati, A. (2020). E-marketing. Malang: PT. Literindo Berkah Karya.

Williams, A. M., & Shaw, G. (2011). Internationalization and innovation in tourism. Annals of Tourism Research, 38(1), 27–51. https://doi.org/10.1016/j.annals.2010.09.006

Wiryantini, P. R., Subadra, I. N., Sudiarta, M. (2022). Pengembangan Desa Wisata Sambangan di Kecamatan Sukasada Kabupaten Buleleng. Jurnal Manajemen Pelayanan Hotel, 6(1), 192–203. http://dx.doi.org/10.37484/jmph.060121

Wisnawa, I. M. B., Subadra, I. N., Kartimin, I. W., et al. (2023). Analyzing Tourism Brand Loyalty and E-Marketing Development in Bali, Indonesia. Qubahan Academic Journal, 3(4), 314–331.

Xiang, Z., Du, Q., Ma, Y., et al. (2017). A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. Tourism Management, 58, 51–65. https://doi.org/10.1016/j.tourman.2016.10.001

Yeniasır, M., & Gökbulut, B. (2022). Effectiveness of Usage of Digital Heritage in the Sustainability of Cultural Tourism on Islands: The Case of Northern Cyprus. Sustainability, 14(6), 3621. https://doi.org/10.3390/su14063621

Yin, J., Cheng, Y., Bi, Y., et al. (2020). Tourists perceived crowding and destination attractiveness: The moderating effects of perceived risk and experience quality. Journal of Destination Marketing & Management, 18, 100489. https://doi.org/10.1016/j.jdmm.2020.100489




DOI: https://doi.org/10.24294/jipd.v8i7.3726

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 I. Made Darma Oka, I. Nengah Subadra

License URL: https://creativecommons.org/licenses/by/4.0/

This site is licensed under a Creative Commons Attribution 4.0 International License.