Opportunities & Challenges of Smart Destination Development for Tourism SMEs in Bali: Implementation of Digital Media, IoT & Big Data

DOI

10.2991/978-94-6463-882-0_88How to use a DOI?

Keywords

Big Data; Digital Media; Digital SMEs; Internet of Things; Smart Destination Development

Abstract

This study explores the opportunities and challenges of smart destination development for tourism SMEs in Bali through the adoption of digital media, internet of things (IoT), and big data, with a focus on sustainable green tourism. Semi-structured interviews with SME owners and stakeholders reveal that digital media and IoT significantly enhance marketing effectiveness, customer engagement, and operational efficiency, supporting business continuity and resilience in tourism villages. Big data analytics empower SMEs to personalize services, forecast demand, and implement environmentally friendly practices, fostering both innovation and sustainability. However, the digital transformation process is hindered by barriers such as limited digital skills, organizational and cultural resistance, high implementation costs, and inadequate digital infrastructure, especially in rural areas. The findings emphasize the need for collaborative frameworks involving government, technology providers, and educational institutions to facilitate digital adoption, capacity building, and green tourism initiatives. Ongoing training and knowledge transfer are crucial for enabling SMEs to fully leverage smart technologies for sustainable development. This research contributes to the discourse on sustainable tourism and digital integration in emerging economies, highlighting the strategic role of technology in advancing green practices and competitiveness for SMEs in Bali’s tourism sector.

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  - Putu Eka Wirawan
AU  - Bagus Putu Wahyu Nirmala
AU  - Putri Agung Permata Sari
PY  - 2025
DA  - 2025/11/14
TI  - Opportunities & Challenges of Smart Destination Development for Tourism SMEs in Bali: Implementation of Digital Media, IoT & Big Data
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
PB  - Atlantis Press
SP  - 779
EP  - 788
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-882-0_88
DO  - 10.2991/978-94-6463-882-0_88
ID  - Wirawan2025
ER  -