Transformasi Digital dalam Tata Kelola Pemasaran Pariwisata: Studi Implementasi di Desa Wisata Cibiru Wetan
Keywords:
Tourism Digitalization, Digital Governance, Tourism VillageAbstract
Digital transformation has become a key driver in promoting sustainable tourism development, particularly within village-based destinations that serve as local policy priorities. This study aims to analyze the implementation of digitalization in tourism marketing governance in Cibiru Wetan Tourism Village and its impact on local economic growth and community empowerment. Using a descriptive qualitative approach, data were collected through in-depth interviews, observation, and document analysis. Data were analyzed using Miles and Huberman’s interactive model. The findings reveal that the use of websites and social media platforms has increased tourist visits, strengthened local economic activities, and encouraged creative community participation. However, challenges remain, including limited digital literacy and institutional capacity. This study highlights the importance of community-based collaborative digital governance for ensuring sustainable tourism development.
Transformasi digital telah menjadi faktor kunci dalam pengembangan pariwisata berkelanjutan, termasuk di tingkat desa wisata yang kini menjadi fokus kebijakan pemerintah daerah. Penelitian ini bertujuan untuk menganalisis implementasi digitalisasi dalam tata kelola pemasaran pariwisata di Desa Wisata Cibiru Wetan serta dampaknya terhadap ekonomi lokal dan pemberdayaan masyarakat. Dengan menggunakan pendekatan kualitatif deskriptif, data dikumpulkan melalui wawancara mendalam, observasi, dan studi dokumentasi. Analisis dilakukan menggunakan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa pemanfaatan website dan media sosial meningkatkan kunjungan wisatawan, memperkuat ekonomi lokal, dan mendorong partisipasi komunitas kreatif. Namun, masih ditemukan kendala berupa rendahnya literasi digital dan kapasitas kelembagaan. Penelitian ini menegaskan pentingnya tata kelola digital kolaboratif berbasis komunitas untuk keberlanjutan destinasi wisata.
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