Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)

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Digital Marketing Transformation in Tourism Villages: A Case Study of Pokdarwis Bongkasa Pertiwi

Authors
I Ketut Sutama1, Luh Linna Sagitarini1, *, I Putu Oka Wisnawa2, I Ketut Gde Juli Suarbawa3, Komang Andhika Putra1, Hugo Patris Safe1
1Tourism Department, Politeknik Negeri Bali, Bali, Indonesia
2Information Technology Department, Politeknik Negeri Bali, Bali, Indonesia
3Mechanical Engineering Department, Politeknik Negeri Bali, Bali, Indonesia
*Corresponding author. Email: linnasagitarini@pnb.ac.id
Corresponding Author
Luh Linna Sagitarini
Available Online 14 November 2025.
DOI
10.2991/978-94-6463-882-0_5How to use a DOI?
Keywords
Branding; Digital Marketing; Pokdarwis; Tourist Village; Tourism Development
Abstract

The digital transformation in the tourism sector has created significant opportunities for tourist villages to expand their market reach through digital marketing strategies. This study aims to analyze the impact of digital marketing assistance on strengthening local tourism promotion in Bongkasa Pertiwi Tourist Village, Bali. A qualitative approach was employed, utilizing a participatory case study that involved the local tourism awareness group (Pokdarwis) and the Village-Owned Enterprise (BUMDes) Mandala Sari. The findings reveal that prior to the intervention, digital promotional activities were minimal and largely controlled by private entities. Through targeted assistance, including social media management training, digital content creation, and the development of village tourism branding, there was a marked improvement in online visibility, social media engagement, and tourist visits. The study highlights the crucial role of local community involvement in developing digital marketing strategies to promote self-reliance in tourist villages and reduce dependency on external investors.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
14 November 2025
ISBN
978-94-6463-882-0
ISSN
2352-5398
DOI
10.2991/978-94-6463-882-0_5How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - I Ketut Sutama
AU  - Luh Linna Sagitarini
AU  - I Putu Oka Wisnawa
AU  - I Ketut Gde Juli Suarbawa
AU  - Komang Andhika Putra
AU  - Hugo Patris Safe
PY  - 2025
DA  - 2025/11/14
TI  - Digital Marketing Transformation in Tourism Villages: A Case Study of Pokdarwis Bongkasa Pertiwi
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
PB  - Atlantis Press
SP  - 34
EP  - 42
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-882-0_5
DO  - 10.2991/978-94-6463-882-0_5
ID  - Sutama2025
ER  -