Promotion Strategy in Developing Local Tourism at Mandala Ria Beach in Dra Village, Bontobahari District, Bulukumba Regency

DOI

10.2991/978-94-6463-791-5_59How to use a DOI?

Keywords

Promotion strategy; digital marketing; tourism development; Mandala Ria Beach; local tourism

Abstract

Mandala Ria Beach, located in Ara Village, Bontobahari District, Bulukumba Regency, has significant tourism potential due to its natural beauty and historical value. However, challenges such as inadequate infrastructure, limited promotional efforts, and lack of digital marketing strategies hinder its development. This study aims to analyze and evaluate the effectiveness of promotion strategies in developing local tourism at Mandala Ria Beach. Using a qualitative approach with a case study design, data were collected through observations, interviews, focus group discussions (FGD), and documentation reviews. The findings indicate that community training, social media promotions, and advocacy of cultural values play a crucial role in increasing tourist visits. However, promotional strategies remain suboptimal due to limited digital marketing expertise. The study suggests that maximizing digital platforms, including social media, interactive websites, and online travel applications, can significantly enhance the visibility and attractiveness of Mandala Ria Beach. Effective governance, stakeholder involvement, and sustainable resource management are also essential in ensuring long-term tourism development. This research contributes to the understanding of digital marketing strategies in tourism promotion and provides insights for local governments and tourism stakeholders to improve the competitiveness of Mandala Ria Beach as a leading tourist destination.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - A. Yuliana
AU  - Muh. Tang Abdullah
PY  - 2025
DA  - 2025/08/05
TI  - Promotion Strategy in Developing Local Tourism at Mandala Ria Beach in Dra Village, Bontobahari District, Bulukumba Regency
BT  - Proceedings of the 2nd International Conference on Administrative Science (ICAS 2024)
PB  - Atlantis Press
SP  - 590
EP  - 597
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-791-5_59
DO  - 10.2991/978-94-6463-791-5_59
ID  - Yuliana2025
ER  -