Journal of Tourism and Creativity Vol. 9 No. 2 2025 - P-ISSN: 2549-483X E-ISSN: 2716-5159
THE APPLICATION OF THE AISAS MODEL IN DIGITAL MARKETING STRATEGIES OF CISAAT TOURISM VILLAGE: A DESCRIPTIVE ANALYSIS
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Hardiman
Universitas Tidar
Atika Nur Hidayah
Universitas Tidar
Zam Zam Masrurun
Universitas Tidar
Arina Nindyar Saraswati
Universitas Tidar
Asep Adam
Universitas Tidar
DOI:
ABSTRACT
The rapid growth of social media has transformed tourism promotion strategies, particularly within community-based tourism villages. Social media enables local destinations to improve visibility and reach wider tourist markets at relatively low cost. This study aims to qualitatively examine the impact of social media promotion on the development of Bukit Sinyonya Tourism Village in Pandeglang Regency. The analysis focuses on changes in destination visibility, increases in tourist visits, and social implications for the local community. A qualitative case study approach was employed. Data were collected through semi-structured interviews and participatory observation involving village managers, MSME actors, village officials, social media administrators, and tourists. Data analysis followed an interactive model including data reduction, data display, and conclusion drawing. The findings show that social media promotion enhances destination visibility, increases cross-regional visits, strengthens community participation, and supports village-based MSMEs in local contexts.
Keywords: social media promotion, tourism village, community-based tourism, destination visibility
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