Abstract
ABSTRACT
Munduk Bestala Tourism Village, located in Seririt District, Buleleng Regency, has various natural tourism potentials, including clove, durian, and mangosteen plantations, rice fields, and the Taman Sri Widari spring, which offer opportunities for further tourism development. However, the utilization of Instagram as a digital marketing medium to promote these potentials to a wider audience remains suboptimal. This study aims to analyze the forms of digital marketing implemented by Munduk Bestala Tourism Village through Instagram, the importance of its implementation, and its implications for tourism village development. This study employed a qualitative method with a descriptive-narrative approach. Data were collected through observation, interviews, and documentation, with informants selected using purposive sampling. Data analysis involved data reduction, data presentation, and conclusion drawing. The results show that digital marketing through Instagram is implemented through promotional content, captions, hashtags, and audience interaction in the comment section. The use of Instagram contributes to strengthening the village's branding, expanding information reach, increasing promotional appeal, and fostering interaction with potential tourists. Furthermore, Instagram-based digital marketing has the potential to support increased tourist visits and contribute to the development of the local economy. Therefore, optimizing Instagram as a digital marketing medium can serve as a relevant strategy to strengthen the existence, competitiveness, and sustainable development of Munduk Bestala Tourism Village in the digital era.
ABSTRAK
Desa Wisata Munduk Bestala di Kecamatan Seririt, Kabupaten Buleleng, memiliki potensi wisata alam berupa perkebunan cengkeh, durian, manggis, persawahan, dan sumber mata air Taman Sri Widari yang berpeluang dikembangkan sebagai daya tarik wisata. Namun, pemanfaatan Instagram sebagai media pemasaran digital untuk memperkenalkan potensi tersebut kepada masyarakat luas masih belum optimal. Penelitian ini bertujuan untuk menganalisis bentuk pemasaran digital Desa Wisata Munduk Bestala melalui Instagram, urgensi penerapannya, serta implikasinya terhadap pengembangan desa wisata. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif naratif. Data diperoleh melalui observasi, wawancara, dan dokumentasi dengan penentuan informan menggunakan teknik purposive sampling. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa pemasaran digital melalui Instagram dilakukan dengan memanfaatkan konten promosi, caption, hashtag, serta interaksi dengan audiens melalui kolom komentar. Pemanfaatan Instagram berperan dalam memperkuat branding desa, memperluas jangkauan informasi, meningkatkan daya tarik promosi, dan membangun interaksi dengan calon wisatawan. Selain itu, pemasaran digital melalui Instagram berpotensi mendukung peningkatan kunjungan wisatawan serta memberikan kontribusi terhadap pengembangan ekonomi masyarakat setempat. Dengan demikian, optimalisasi Instagram dapat menjadi strategi pemasaran digital yang relevan untuk memperkuat eksistensi, daya saing, dan pengembangan Desa Wisata Munduk Bestala di era digital.