Memberdayakan Wisatawan: Memanfaatkan Kekuatan Pemasaran Digital untuk Pembangunan Pedesaan Pariwisata yang Berkelanjutan

Siti Zakiah, M. Yusuf Alhadihaq, Deni Hermana

Abstract


Di era digital saat ini, destinasi wisata desa berkelanjutan telah menjadi perhatian utama baik bagi wisatawan maupun komunitas destinasi. Studi ini menggali potensi strategi pemasaran digital dalam memberdayakan wisatawan untuk berpartisipasi aktif dalam pengembangan destinasi desa wisata berkelanjutan. Mix method dengan Explanatory sequential design digunakan dengan pengumpulan data melalui survei terhadap para wisatawan desa wisata di Priangan Jawa Barat yang dipilih secara acak dan terjangkau sebanyak 214. Analisis data SEM sebagai dasar untuk merumuskan diskusi temuan penelitian. Hasil studi menunjukkan pentingnya kedudukan para wisatawan untuk mewujudkan keberlanjutan desa wisata. Dengan memanfaatkan alat dan strategi pemasaran digital, pemangku kepentingan destinasi dapat memfasilitasi penciptaan bersama pengalaman pariwisata berkelanjutan. Secara keseluruhan, penelitian ini menyoroti keterlibatan para pemangku kepentingan yaitu wisatawan mendorong pembangunan pedesaan pariwisata berkelanjutan. Ini memberikan wawasan berharga bagi praktisi pariwisata, pembuat kebijakan, dan pemasar tentang cara memanfaatkan platform digital secara efektif untuk melibatkan wisatawan dalam membangun destinasi berkelanjutan sambil menjaga keaslian dan integritas komunitas lokal.

Keywords


E-Marketing, Keterlibatan Konsumen, Kunjungan Aktual, Keberlanjutan Citra Destinasi.

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DOI: http://dx.doi.org/10.35931/aq.v17i5.2637

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