Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)

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Digital Marketing Strategy Through Instagram for Jatiluwih Tourist Attraction

Authors
I Wayan Siwantara1, *, I Nyoman Hendra Laksmana1, Eldian Rinaldi1, Luh Kemala Putri Widhiari1, Yulia Tria Hapsari1
1Business Administration Department, Politeknik Negeri Bali, Bali, Indonesia
*Corresponding author.
Corresponding Author
I Wayan Siwantara
Available Online 14 November 2025.
DOI
10.2991/978-94-6463-882-0_45How to use a DOI?
Keywords
Cultural Tourism; Digital Marketing; FGD; Instagram; Jatiluwih; Strategy
Abstract

The Jatiluwih Tourist Attraction, recognized as a UNESCO World Heritage Site, is one of Bali’s prominent cultural tourism destinations. To maintain sustainability and enhance competitiveness in an increasingly saturated tourism market, implementing a targeted digital marketing strategy, particularly through Instagram, is essential. This study aims to identify and analyze the internal and external factors influencing Jatiluwih’s digital marketing efforts, and to formulate strategic priorities that can be effectively applied. Data were collected through observation, interviews, literature review, and Focus Group Discussion (FGDs) involving destination managers and key stakeholders. The analysis was conducted using the Internal Factor Evaluation (IFE) matrix, External Factor Evaluation (EFE) matrix, and the Internal-External (IE) matrix, followed by the formulation of the alternative strategies validated through FGDSs. The results show that Jatiluwih obtained an IFE score of 2.73 and an EFE score of 2.62, placing the destination in Cell V (Hold and Maintain) of the IE matrix. This indicates that suitable strategic directions include market penetration and product development. Priority strategies agreed upon include strengthening subak-based cultural storytelling, ensuring consistency in Instagram content uploads, empowering local communities through digital marketing training, and diversifying digital content to broaden market reach.

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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Volume Title
Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
14 November 2025
ISBN
978-94-6463-882-0
ISSN
2352-5398
DOI
10.2991/978-94-6463-882-0_45How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - I Wayan Siwantara
AU  - I Nyoman Hendra Laksmana
AU  - Eldian Rinaldi
AU  - Luh Kemala Putri Widhiari
AU  - Yulia Tria Hapsari
PY  - 2025
DA  - 2025/11/14
TI  - Digital Marketing Strategy Through Instagram for Jatiluwih Tourist Attraction
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
PB  - Atlantis Press
SP  - 393
EP  - 401
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-882-0_45
DO  - 10.2991/978-94-6463-882-0_45
ID  - Siwantara2025
ER  -