Rekonstruksi Paradigma Pemasaran Digital Desa Wisata Berbasis Komunitas: Analisis Kritis Atas Praktik Dan Tantangan Transformasi Digital Di Desa Bongkasa Pertiwi

  • I Made Hadi Purnantara Institut Pariwisata dan Bisnis Internasional
  • I Wayan Eka Sudarmawan Institut Pariwisata dan Bisnis Internasional
  • Kadek Wira Adi Saputra Institut Pariwisata dan Bisnis Internasional

Keywords

Digital Marketing, Tourism Village, Community-Based Tourism, Digital Transformation, Community Participation

Abstract

Digital transformation encourages tourism villages to be present across multiple online platforms, yet technology adoption does not always lead to a fundamental change in marketing logic. This study aims to identify the digital marketing paradigm currently practiced in Bongkasa Pertiwi Village, examine its practices and transformation challenges, and reconstruct a paradigm that better reflects the characteristics of community-based tourism. The study employs an interpretive-critical qualitative approach with a case study strategy. Primary data were obtained through an in-depth interview with village officials familiar with digital and tourism management, supported by digital observation of the official village website and document review. The data were analyzed thematically through repeated reading, coding, category development, and theme construction. The findings show that digital marketing in Bongkasa Pertiwi operates in a hybrid form. The village website, social media managed by the Community Information Group (KIM), digital channels owned by local businesses, booking platforms, and word-of-mouth promotion through local guides work simultaneously. The community has participated in producing and distributing information, but content management remains concentrated among selected actors and is not yet fully integrated. The main barriers are connectivity quality, the availability of committed human resources, and uneven digital capabilities. Based on these findings, this study reconstructs village digital marketing as a community-based ecosystem emphasizing collaborative governance, representation of local identity, integration of digital channels with direct relationships, and stronger local capacity and economic value circulation. The proposed framework is positioned as an initial empirical-conceptual model that requires further testing in other tourism village contexts.

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2026-11-05