Strategi Promosi Digital dalam Meningkatkan Kunjungan Wisatawan di Banyu Biru Pasuruan

Digital Promotion Strategy in Increasing Tourist Visits to Banyu Biru, Pasuruan

Abstract

This study aims to examine how digital promotion strategies can increase tourist visits to Bayu Biru Natural Bathing Place in Pasuruan. This research is based on the growing importance of digital media as an effective promotional tool in today’s era, where competition among tourist attractions is becoming increasingly intense. This study uses a descriptive qualitative approach, with data collected through observation, documentation, and document review during an internship at the Department of Tourism of Pasuruan Regency. The collected data were analyzed descriptively to understand how digital promotion strategies are implemented. The results show that digital promotion strategies are carried out through the use of social media such as Instagram, the creation of promotional video content, and collaboration with influencers to reach a wider audience. These strategies have a positive impact on increasing tourist interest and attracting more visitors to Banyu Biru. However, there are still several challenges, such as limited human resources in managing digital media, lack of consistency in content creation, and less optimal interaction with the audience. In conclusion, digital promotion strategies play an important role in increasing tourist visits, especially through social media and influencer collaboration. However, these strategies still need to be improved to become more effective, consistent, and sustainable in the future.

Keywords: digital promotion, marketing strategy, tourism.