TRANSFORMASI DIGITAL DALAM PEMASARAN DESA WISATA NGLANGGERAN: STRATEGI MENINGKATKAN DAYA SAING DESTINASI

Abstract

The development of digital technology and changes in tourist behaviour—with travellers becoming increasingly reliant on digital platforms—have made digital transformation a strategic necessity for tourist destinations, particularly community-based tourist villages. These circumstances underscore the importance of studying how digital technology can be utilised to strengthen marketing and enhance the competitiveness of these destinations. This study aims to analyse digital transformation strategies in the marketing of Nglanggeran Tourism Village in Gunungkidul Regency, Special Region of Yogyakarta, as an effort to enhance the destination’s competitiveness. The study employs a descriptive qualitative approach using the case study method. Data were collected through observation, semi-structured interviews with the managers of the Nglanggeran Tourism Village, and a review of documentation, and were subsequently analysed using the digital marketing destination framework, the destination competitiveness model, and the community-based tourism framework. The findings indicate that Nglanggeran has established a foundation for digital transformation through the use of a website, social media, e-ticketing, the marketing of local products, and electronic word of mouth (e-WOM). However, further strengthening is required in terms of consistency in content management, the integration of digital services, the utilisation of tourist data, digital reputation management, and the enhancement of the community’s digital capacity. The implementation of an integrated digital transformation has an impact on expanding market reach, increasing tourist engagement, strengthening the destination’s image, and supporting the sustainability of Nglanggeran Tourism Village as a community-based tourism destination.