Analisis Strategi Pemasaran Digital Produk Wisata Kaura Bali Di Desa Manggis, Karangasem

Abstract

Kaura Bali, established in March 2021, is a community-based tourist attraction offering participatory experiences that involve local communities in activities such as traditional cooking classes and VCO-making. While the destination has unique cultural and rural tourism products, its digital marketing remains underdeveloped due to the absence of a professional marketing division and limited human resources.

          This study analyses internal and external factors affecting Kaura Bali’s marketing efforts and formulates strategies to strengthen its digital presence. Data were collected through observation, interviews, literature review, and documentation, with purposive sampling applied to select informants. A qualitative descriptive method with a SWOT approach was used for data analysis.

          The results of this research is Kaura Bali applies a marketing mix consisting of product, price, distribution, promotion, person, process, and physical evidence. Strengths include authentic community involvement, cultural preservation, natural surroundings, and adequate facilities, while weaknesses lie in limited digital promotion and a less strategic location. Market segmentation targets both domestic and international tourists, with positioning focused on community-based and culturally rich rural tourism. Recommended strategies emphasize enhancing local identity in digital content, establishing a skilled digital marketing team, creating a consistent content calendar, and optimizing independent promotion through digital platforms to expand market reach and competitiveness.