Strategi Pengembangan Kelompok Sadar Wisata (Pokdarwis) dalam Pemasaran Digital Produk Wisata Desa Gubug Tabanan

Abstract

This research focuses on enhancing the role of the Tourism Awareness Group (Pokdarwis) in the digital marketing of tourism products in Gubug Village, Tabanan. Gubug Village possesses cultural and natural potential but faces challenges in optimizing promotion, as well as limitations in human resources and funding within the digital marketing domain. This study aims to analyze the current role of Pokdarwis and to formulate effective digital marketing strategies to strengthen this role.

The research employed a qualitative descriptive method, with data collected through in-depth interviews with Pokdarwis members and analysis of relevant documents. Data analysis utilized the Segmenting, Targeting, Positioning (STP) approach to understand the target market, and SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) to identify internal and external factors influencing tourism development.

The findings indicate that Pokdarwis possesses significant strengths in authentic cultural heritage and a clear development vision, yet it has weaknesses in public outreach and digital marketing capacity. Conversely, there are substantial opportunities arising from increasing tourist interest in culture and academic support, but also threats from intense competition and digital misinformation. Based on this analysis, four types of digital marketing strategies were formulated: SO Strategy (leveraging authentic culture and digital collaboration), WO Strategy (enhancing digital human resource capacity and website optimization), ST Strategy (cultural content differentiation and building a digital community), and WT Strategy (digital funding diversification and developing an online reputation protocol). The implementation of these strategies is expected to significantly increase Gubug Village's visibility and appeal, strengthen Pokdarwis's role, and support sustainable village tourism development.