PERAN KOMUNIKASI DIGITAL DALAM PEMASARAN PARIWISATA DI DAYA TARIK WISATA ULUN DANU BERATAN

Abstract

This study examines the role of digital communication in tourism marketing activities at the Ulun Danu Beratan Tourist Attraction, Tabanan Regency, Bali. The study aims to analyze digital communication strategies, identify obstacles in building the destination image, and examine the implications of digital communication for tourists’ interest and behavior. An interpretive qualitative descriptive approach was employed through in-depth semi-structured interviews, field observation, and digital documentation. Data were collected during March–April 2026 from 19 informants representing destination management, local tourism actors, domestic and international tourists, and a tourism government official selected purposively based on their knowledge, experience, and involvement in digital tourism communication. Data credibility was strengthened through source and technique triangulation. The findings show that digital communication is implemented through Instagram, TikTok, Facebook, the official website, and collaborative networks, with content emphasizing natural scenery, Balinese cultural activities, spirituality, and destination information. The management team also prepares monthly social-media planning and uses cultural events as communication moments. Interview findings indicate that visual and cultural content contributes to tourists’ initial perceptions and visiting interest. One domestic tourist stated that the combination of natural beauty and Balinese culture, particularly the temple as the destination icon, was a major attraction, while another tourist reported being interested in visiting after seeing Instagram photographs and positive Google reviews. However, the communication system is not yet fully integrated in the Integrated Marketing Communication (IMC) sense because the platforms have differentiated functions but are not always coordinated through a single consistent message architecture. Internal obstacles include limited human resources, content-production capacity, and engagement management, while external obstacles include the dominance of unofficial user-generated content and platform algorithm constraints in representing sensitive cultural material. The study further finds that tourists act as prosumers who reproduce and circulate destination images through social media. Digital communication therefore contributes to awareness, perception, visiting interest, information-seeking, and post-visit content production, but the qualitative evidence does not establish a causal effect. The study contributes to Hindu Communication Studies by showing that digital tourism communication can simultaneously operate as marketing communication and as a cultural meaning-making process, particularly through the ethical and relational representation of Balinese cultural and spiritual values.