Analisis Implementasi Strategi Promosi Digital pada Wisata Binangun
DOI:
https://doi.org/10.63447/jimik.v7i3.2075Keywords:
Promotion Strategy, Digital Promotion, Digital Media, Tourism, Wisata BinangunAbstract
Wisata Binangun is a locally-based tourism area in Pasuruan Regency featuring four tourism products: Coban Binangun, Pring Sewu Cultural Market, homestays, and a camping ground. This study aims to analyze the implementation of digital promotion strategies at Wisata Binangun. A descriptive qualitative approach was employed, with data collected through interviews, observation, and documentation. Data analysis involved data reduction, data presentation, and conclusion drawing and verification. The results indicate that Wisata Binangun has utilized various digital media and activities for promotion, including Instagram, a website, Google Maps, collaborations with influencers, and the use of visitor-generated content. However, the implementation of digital promotion lacks systematic and integrated management. Social media content is still dominated by information regarding the Pring Sewu Cultural Market, while the Coban Binangun, homestay, and camping ground products have not received balanced exposure. Furthermore, promotional planning lacks clear operational targets, cross-platform integration remains limited, and monitoring and evaluation processes do not optimally utilize digital data. Limited human resources constitute a major obstacle affecting the sustainability of digital promotion management. Therefore, there is a need for more focused and balanced content planning, strengthened cross-platform integration, human resource capacity building, and the implementation of regular, data-driven monitoring and evaluation. These efforts are expected to enhance promotional effectiveness and strengthen Wisata Binangun's competitiveness as a community-based tourism destination.
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