ANALISIS STRATEGI PEMASARAN DIGITAL DALAM EKOWISATA: LITERATURE REVIEW DAN IMPLIKASINYA BAGI BADAN OTORITA BOROBUDUR
Keywords:
Pemasaran Digital, Ekowisata, Media Sosial, Optimasi Mesin Pencari, Badan Otorita BorobudurAbstract
Perkembangan teknologi digital telah membawa perubahan signifikan dalam strategi pemasaran destinasi wisata, termasuk ekowisata. Penelitian ini bertujuan untuk menganalisis tren pemasaran digital dalam ekowisata dengan pendekatan literature review serta mengidentifikasi implikasinya bagi pengelolaan dan pemasaran ekowisata di kawasan Badan Otorita Borobudur. Hasil kajian menunjukkan bahwa pemanfaatan media sosial, optimasi mesin pencari (SEO), pemasaran berbasis konten, serta personalisasi pengalaman wisatawan menjadi strategi utama yang efektif dalam menarik minat dan meningkatkan keterlibatan wisatawan. Selain itu, digitalisasi memungkinkan pengelola destinasi untuk memanfaatkan big data dan kecerdasan buatan dalam memahami preferensi wisatawan serta mengembangkan strategi pemasaran yang lebih adaptif dan berbasis data. Implikasi dari temuan ini mengindikasikan bahwa Badan Otorita Borobudur perlu mengadopsi pendekatan pemasaran digital yang lebih terintegrasi dengan memanfaatkan teknologi interaktif seperti virtual tourism dan augmented reality untuk meningkatkan daya tarik destinasi. Kesimpulannya, pemasaran digital dapat menjadi instrumen kunci dalam mendukung pengembangan ekowisata yang berkelanjutan dan meningkatkan daya saing destinasi wisata
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