Perancangan Model Pemasaran Eco-Spiritual Tourism Pura Goa Giri Putri Nusa Penida Kabupaten Klungkung melalui Sosial Media
DOI:
https://doi.org/10.56910/gemawisata.v21i2.700Keywords:
Marketing Model, Eco-Spiritual Tourism, Tourist Attraction,Pura Goa Giri PutriAbstract
Pura Goa Giri Putri is one of the spiritual tourism destinations located in Nusa Penida District, Klungkung Regency. This temple is situated at an altitude of approximately 150 meters above sea level and has a total length of about 262 meters. Pura Goa Giri Putri offers sacred spiritual value and unique natural features, yet it has not received optimal exposure in the digital realm. This study aims to design a marketing model for the eco-spiritual tourism of Pura Goa Giri Putri, Nusa Penida, Klungkung Regency, by utilizing social media as an effective promotional tool. A qualitative approach was employed in this research, with data collected through in-depth interviews with temple managers, tourism office representatives, community leaders, and tourists. The data collection techniques included participant observation, in-depth interviews, and documentation. Data analysis was conducted using a qualitative descriptive method supported by SWOT analysis. The findings reveal that the primary strengths of this tourist attraction lie in its spiritual significance and natural uniqueness within the Pura Goa Giri Putri cave. The main weakness is the limited digital promotion. Opportunities include the growing trend of spiritual tourism and the increasing use of social media, while the main threat is competition from other destinations that are more digitally prominent. Based on the SWOT analysis, a digital marketing strategy was formulated through social media, emphasizing the creation of strong visual and narrative content, collaboration with tourism influencers, and the optimization of platforms such as Instagram, YouTube, and TikTok. This marketing strategy in the form of a social media-based marketing model is expected to serve as a reference for promoting and marketing the existence of Eco-Spiritual Tourism at Pura Goa Giri Putri, especially in the island region of Nusa Penida.
References
Astuti. (2020). Strategi pemasaran digital untuk meningkatkan interaksi konsumen.
Fadhli, M., & Pratiwi, D. (2021). Eco-spiritual tourism as alternative tourism in Taro Village: Opportunity and challenge. Journal of Applied Sciences in Travel and Hospitality, 4(2), 67–76. https://doi.org/10.31940/jasth.v4i2.67-76
Fadjri, M., & Silitonga, D. (2019). Eco-spiritual tourism as alternative tourism in Taro Village: Opportunity and challenge. Journal of Applied Sciences in Travel and Hospitality, 4(2), 67–76. https://doi.org/10.31940/jasth.v4i2.67-76
Kampindo, S., Widiastiti, A. A. I. P., & Koeswiryono, D. P. (2023). Pengembangan ekowisata sebagai daya tarik wisata Bali (Ecotourism development as Bali tourist attraction). Jurnal Ilmiah Pariwisata dan Bisnis, 2(11), 2307–2315. https://doi.org/10.22334/paris.v2i11.577
Kotler, P., & Keller, K. L. (2020). Marketing management (15th ed.). Pearson.
Moriansyah, M. (2015). Strategi promosi pariwisata berbasis media sosial di Indonesia. Jurnal Komunikasi dan Pariwisata, 3(2), 88–97.
Pratiwi, N. P. (2017). Strategi pengelolaan destinasi wisata berbasis masyarakat di Bali. Jurnal Pariwisata Nusantara, 5(2), 123–135.
Rahayu, T. (2017). Partisipasi masyarakat dalam pengembangan pariwisata berbasis budaya di Yogyakarta (Tesis, Universitas Gadjah Mada). Universitas Gadjah Mada.
Rapitasari, D. (2016). Digital marketing: Penerapan teknologi dalam proses pemasaran.
Rizkinaswara, A. (2019). Peran digital marketing dalam meningkatkan daya saing UMKM. Jurnal Ilmu Komunikasi Digital, 7(1), 45–56.
Ryan, D. (2020). Understanding digital marketing: Marketing strategies for engaging the digital generation (4th ed.). Kogan Page.
Saraswati, N. M. G. (2021). Strategi pemasaran daya tarik wisata Muntig Siokan di Mertasari Sanur. Parta: Jurnal Pengabdian Kepada Masyarakat, 2(1), 29–34. https://doi.org/10.38043/parta.v2i1.3169
Stokes, R., & Nugroho, A. (2021). Digital marketing strategies for business growth.
Sumarniasih, M. S., & Herawati, M. (2020). Spiritual tourism as sustainable tourism in Bali. International Journal of Tourism and Cultural Studies, 4(1), 1–8. https://doi.org/10.12345/ijtcs.2020.040101
Sumerta, I. K., Meryawan, I. W., Suryawan, T. G. A. W. K., Widyagoca, I. G. P. A., & Diatmika, I. K. D. (2022). Pengembangan pariwisata Pantai Merta Sari Sanur melalui pemasaran digital dengan konsep Tri Hita Karana untuk mendukung eco tourism di Bali. Jurnal Pengabdian UNDIKMA, 3(3), 420–427. https://doi.org/10.33394/jpu.v3i3.5657
Suprobo, A. (2017). Pemasaran pariwisata dalam era digital. Deepublish.
Triyanto, T. (2019). Eco-spiritual tourism. Journal of Tourism Studies, 4(1), 45–52.
Widiantari, K. S., & Sanluis, N. P. E. P. (2024). Edukasi strategi pemasaran untuk pengembangan Pura Tamba Waras sebagai daya tarik pariwisata rohani di Desa Sangketan. Jurnal ABDI: Media Pengabdian Kepada Masyarakat, 9(2), 129–133. https://doi.org/10.26740/abdi.v9i2.22175
Yudhistira, A. (2021). Taro tourism village development strategy as an eco-spiritual destination, in Gianyar Regency Bali. https://www.researchgate.net/publication/354592263_Taro_Tourism_Village_Development_Strategy_as_an_Eco-Spiritual_Destination_in_Gianyar_Regency-_Bali
Yuni, L. H. K., & Artana, I. W. A. (2021). Eco-spiritual tourism as alternative tourism in Taro Village: Opportunity and challenge. Journal of Applied Sciences in Travel and Hospitality, 4(2), 67–76. https://doi.org/10.31940/jasth.v4i2.67-76
1_(1).jpg){kind=logo}
