Digital Marketing Increase Competitive Advantage Village Tourism in Bali, Indonesia

Karta, Ni Luh Putu Agustini and Babu, Victor Kopulla (2019) Digital Marketing Increase Competitive Advantage Village Tourism in Bali, Indonesia. Mettu University, ijicar.in.

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Abstract

The use of the internet in B2B or B2C today is increasing sharply. It can
accelerate the process of business transactions. Large-scale businesses and
SMEs are very effective in conducting digital-based marketing activities. The
purpose of this study is to analyze how digital marketing enhances the
competitive advantage of tourist villages in Bali. The analysis technique used
is competitive advantage analysis of key success factors in tourism village
management. This research takes objects in five tourist villages in Bali,
namely Panglipuran, Bedulu, Pinge, Tamansari Buana and Blimbingsari
Tourism Villages. In-depth interviews were conducted with key informants,
study of documentation, observation of digital marketing activities, and core
activities of the five tourism villages. The findings of this study conclude that
digital marketing increases the potential and position of competitive
advantage of tourist villages. This study suggests that to improve the
competitive advantage of tourism villages, each manager must shift
conventional marketing activities to digital-based so that tourism villages can
compete more competitively.
Keywords
Digital marketing, competitive
advantage, village tourism
*Corresponding Author
(Ni Luh Putu Agustini Karta)

Item Type:	Other
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Law, Arts and Social Sciences > School of Humanities
Depositing User:	Dr. Agustini Karta
Date Deposited:	22 Jun 2021 00:17
Last Modified:	22 Jun 2021 00:17
URI:	http://eprints.triatmamulya.ac.id/id/eprint/372

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