https://edunity.publikasikupublisher.com
475
Edunity
Volume 3 Number 6 June 2024
p- ISSN 2963-3648- e-ISSN 2964-8653
IMPLEMENTATION OF DIGITAL MARKETING STRATEGIES BY
VILLAGE-OWNED ENTERPRISES (BUMDes) IN VILLAGE
TOURISM MANAGEMENT
Adhi Susano
Universitas Indraprasta PGRI, Indonesia
Email: adhi.susa[email protected]
ABSTRACT
The development of village tourism has become an important solution in boosting the local
economy and preserving local culture. Village-owned enterprises (BUMDes) play a crucial
role in managing this initiative. In the current digital era, the utilization of digital marketing
strategies is increasingly important in enhancing the attractiveness and visitor arrivals to
village tourism destinations. This research aims to analyze the implementation of digital
marketing strategies used by BUMDes in managing village tourism. The research method
used is a case study of several village tourism destinations managed by BUMDes in various
regions. Data were collected through direct observation of digital marketing activities
conducted. Data analysis was performed using a descriptive qualitative approach to identify
effective digital marketing strategies. The research outcomes indicate that BUMDes can adopt
various digital marketing strategies to manage village tourism, including the use of social
media, creating engaging digital content, collaborating with digital influencers, and utilizing
online booking platforms. These findings provide valuable insights for BUMDes managers,
local governments, and other stakeholders in developing effective digital marketing
strategies for village tourism management in this digital era. The research also highlights the
challenges and opportunities faced by BUMDes in adopting and implementing digital
marketing strategies.
Keywords: Digital Marketing; Village-Owned Enterprises (BUMDes); Village Tourism
Introduction
According to Law No. 6 of 2014 concerning Villages, the concept of a village refers to a
legal community unit consisting of individuals residing in a specific area with clear
boundaries. Villages have the authority to regulate and manage all governmental affairs as
well as the interests of the local community. The main principles underlying the existence of
villages are community initiative, indigenous rights, and traditional rights recognized and
respected within the framework of the Unitary State of the Republic of Indonesia. Village
advancement is not only considered a measure of local success but also serves as the
foundation for the overall progress of the country (Soleh & Rohmansjah, 2014). The
contribution of villages to national development is crucial, considering that villages in
Indonesia form a vast network and are vital elements in the country's social and economic
Vol. 3, No. 6, June 2024
476
https://edunity.publikasikupublisher.com
structure. Therefore, governance at the village level must be conducted with attention to the
principles of national unity, thereby providing optimal contributions to the progress and
welfare of society and the country as a whole. Effective and empowered village governance
encompasses various aspects, ranging from the formulation of local regulations and policies
to the management of resources and public services. By prioritizing the principle of national
unity, village governance is expected to build harmonious synergy with the central and other
regional governments to achieve national development goals.
Village-owned enterprises (BUMDes) are business entities with part or all of their
capital owned by the village, sourced from separated village wealth. This capital is allocated
to manage assets, provide public services, and undertake various other activities with the
primary goal of improving the welfare of the village community. Through BUMDes, villages
can identify and utilize their economic potential and provide employment opportunities for
residents. The role of BUMDes is crucial in the context of village governance as it can become
a significant source of income for the village, thereby enhancing the overall village economy.
In Indonesia, there are already 60,417 BUMDes established, with 6,558 having legal entities,
however, several issues hinder the progress and sustainability of BUMDes operations
(Ministry of Villages, Development of Disadvantaged Regions, and Transmigration of the
Republic of Indonesia).
Some of the common problems faced by BUMDes include a lack of strategic planning,
ineffective management, low level of human resource skills, lack of innovation, low
community awareness, poorly organized financial management, internal conflicts, marketing
issues, and others (Zandri et al., 2018). As a result, many BUMDes end up inactive or neglected
because they are unable to overcome these challenges. Serious efforts are needed to improve
the capacity and quality of BUMDes management and address various obstacles they face.
Only through skill enhancement, innovation, effective management, and proper problem-
solving, can BUMDes function optimally as the driving force of economic development at the
village level and make a significant contribution to the progress and welfare of rural
communities.
The tourism sector continues to grow, leading to increasingly competitive competition.
Therefore, BUMDes needs to pay attention to their marketing strategies to strengthen the
tourist villages it manages. Marketing or promotion is the key to effectively attracting more
visitors or tourists (Rachmayanti & Nofharina, 2018). Based on the marketing theory proposed
by Kotler and Armstrong, effective promotional strategies consider various key elements such
as target audience, marketing objectives, message conveyed, media used, information source,
and marketing budget allocation (Kotler et al., 2015). By considering these factors, BUMDes
can create stronger and more effective marketing strategies to attract more tourists to their
tourist village destinations.
The Village-Owned Enterprises (BUMDes) play a crucial role as the driving force at the
local level, serving as entities responsible for managing resources and tourism potential in
Tourist Villages. However, rapid changes in technology and consumer behavior have
presented new challenges for BUMDes in promoting and managing Tourist Villages. These
changes include a significant shift to digital platforms as the primary channels for seeking
information and planning trips. The number of Internet users in Indonesia in 2024 reached
221,563,479 people out of a total population of 278,696,200 people, or 79.5% (Indonesian
Implementation Of Digital Marketing Strategies By Village-Owned
Enterprises (BUMDes) In Village Tourism Management
Vol. 3, No. 6, June 2024
https://edunity.publikasikupublisher.com
477
Internet Service Providers Association). Therefore, digital marketing has become key in
enhancing the attractiveness and competitiveness of Tourist Villages in the global market.
However, most BUMDes still face challenges in adopting effective digital marketing
strategies. Constraints such as lack of knowledge, limited access to technology, and
insufficient trained human resources often pose major obstacles in optimizing the potential of
digital marketing.
According to Urban, digital marketing is a marketing strategy that utilizes the internet
and information technology to not only expand but also enhance the effectiveness of
traditional marketing methods (Urban, 2003). This concept involves the application of digital
technology in various marketing aspects, expanding the coverage and reach of marketing
(Chaffey & Ellis-Chadwick, 2019). Digital marketing encompasses various online channels
that leverage digital technology, such as websites, databases, digital television, email, blogs,
feeds, social media, podcasts, and other recent innovations. Through these channels,
marketers can reach their audience more efficiently and effectively. Additionally, digital
marketing also opens up opportunities for more advanced data usage and analysis, allowing
marketers to understand consumer behavior more deeply and optimize their marketing
strategies in a more measured manner. Digital marketing not only changes how we interact
with the market but also opens doors for various innovations in the marketing world that can
enhance creativity and effectiveness in achieving marketing goals.
According to research by Kim Eun Young and Kim Youn Kyung, 4 (four) main aspects
of digital marketing should be measured and considered (Young Kim & Kim, 2004):
1. Cost Efficiency: It includes promotion techniques designed to optimize expenditure and
transaction time, to efficiently reduce costs.
2. Incentive Program: These are attractive programs used as advantages in promotions. These
programs are not only expected to increase the attractiveness of promotions but also
provide added value to the company.
3. Site Design: Emphasizing the importance of an attractive and functional appearance in
digital marketing media. Good site design can provide positive value to the company's
image and user experience.
4. Interactive: Refers to the interactive relationship between the company and consumers
through digital media. It interaction should provide relevant and easily understandable
information to consumers, thereby strengthening engagement and the relationship
between both parties.
Research on digital marketing strategies used by BUMDes in the management of Desa
Wisata is becoming increasingly important. Such research will not only provide insights into
how BUMDes can harness the power of digital marketing to enhance the appeal of their
Tourism Villages but will also provide valuable insights into the challenges and opportunities
faced in this process. By understanding better about digital marketing strategies, BUMDes can
develop more effective marketing plans, increase its online visibility, and reach a wider target
audience. In addition, this research will also provide valuable inputs for the local government
and other stakeholders to design supporting programs and policies that facilitate the adoption
of digital marketing strategies by BUMDes. Overall, this research is expected to be a
significant contribution to advancing the development of Desa Wisata and improving the
Vol. 3, No. 6, June 2024
478
https://edunity.publikasikupublisher.com
welfare of rural communities through the utilization of effective and sustainable digital
marketing strategies.
Research Method
A descriptive qualitative approach is used to gain a deep understanding of the
implementation of marketing strategies by Village-Owned Enterprises (BUMDes) in
managing village tourism. This approach allows researchers to explain in detail how BUMDes
marketing strategies are implemented and how they affect the management of village
tourism.
This research operates a literature review method to gather data from relevant sources
such as journals, books, and online articles (Abdussamad & SIK, 2021). These sources will be
used to understand the theories and concepts related to the implementation of BUMDes
marketing strategies in managing village tourism. The research also utilizes social media
observation methods to collect data on how BUMDes uses digital platforms such as
Instagram, Facebook, and YouTube to promote village tourism. The observation will be
conducted by monitoring posts, comments, and interactions on BUMDes social media
accounts related to village tourism. Data collected through literature review and social media
observation will be analyzed qualitatively to identify themes and patterns related to the
implementation of BUMDes marketing strategies in managing village tourism.
This research will draw conclusions inductively based on the collected data. These
conclusions will consist of descriptions of how BUMDes uses digital marketing strategies to
promote village tourism and how these strategies affect the success of village tourism
management. These conclusions will also provide recommendations for BUMDes and
relevant stakeholders on how to enhance the effectiveness of digital marketing strategies in
managing village tourism.
Result And Discussion
Digital Marketing Strategy for Village-Owned Enterprises (BUMDes) in Tourism Village
Management
Utilizing Social Media
The use of social media is a key strategy for BUMDes in promoting their village tourism
destinations. By leveraging platforms such as Facebook, Instagram, and Twitter, BUMDes can
effectively reach a wide audience (Warmayana, 2018). Through engaging and relevant
content, BUMDes can build a strong online presence and attract potential tourists' interest.
High-quality posts are crucial to capturing attention and interaction from social media users.
BUMDes needs to ensure that the content they share is of high quality, informative, and
engaging. It could include captivating photos of village tourist attractions, short videos
showcasing the beauty of nature or cultural activities, as well as practical information about
accommodations, dining options, and available activities.
Active interaction with followers is a crucial step in building an engaged online
community. BUMDes should respond to comments, questions, and feedback from followers
in a friendly and responsive manner. It not only helps build strong relationships with
followers but also enhances trust and loyalty towards the village tourism destination. Using
relevant and appropriate hashtags can help increase the reach and visibility of BUMDes' posts
Implementation Of Digital Marketing Strategies By Village-Owned
Enterprises (BUMDes) In Village Tourism Management
Vol. 3, No. 6, June 2024
https://edunity.publikasikupublisher.com
479
on social media. BUMDes needs to research to find the most relevant hashtags for their village
tourism destinations and use them consistently in every post. It will make it easier for users
to discover BUMDes' content and increase the likelihood of the content being found by
potential tourists.
Creating Engaging Digital Content
Creating engaging and informative digital content is a crucial aspect of BUMDes'
marketing strategy (Retnasary et al., 2019). By presenting inspiring and entertaining content,
BUMDes can generate interest and desire to visit their village tourism destinations.
a. Promotional Videos: Promotional videos are one of the most effective forms of content to
showcase the beauty and allure of village tourism destinations. BUMDes can create short
videos featuring breathtaking natural landscapes, unique cultural activities, and
captivating tourist experiences to attract the attention of potential tourists.
b. Captivating Photos: Captivating photos can be a powerful tool to showcase the beauty and
uniqueness of village tourism destinations. BUMDes needs to pay attention to composition,
lighting, and photo quality to capture the attention of social media users. These photos can
also be used to build a strong visual identity for the village tourism destination.
c. Articles about Local Tourist Attractions and Culture: Informative articles about local
tourist attractions and culture can serve as a source of inspiration and information for
potential tourists. BUMDes can create articles about the history and uniqueness of their
village tourism destinations, as well as provide tips and guides for tourists who wish to
visit these places.
Collaboration with Digital Influencers
Collaborating with digital influencers is a strategy that can have a significant impact on
Village-Owned Enterprises (BUMDes) in implementing their digital marketing (Rajab, 2021).
Here is a further development on the importance and benefits of collaborating with digital
influencers:
a. Increasing Exposure: Digital influencers have a large following and engagement on social
media. Through collaboration with them, BUMDes can access a wider audience, including
those who may not be familiar with village tourism destinations.
b. Building Credibility: When digital influencers recommend BUMDes' village tourism
destinations to their followers, it can enhance the credibility of those destinations.
Influencer followers tend to trust the recommendations they receive, which can help
strengthen the image and reputation of the village tourism destination.
c. Generating Engaging Content: Digital influencers are usually skilled at creating engaging
and high-quality content. Collaborating with them can result in creative and authentic
content about village tourism destinations, which can then be used by BUMDes to expand
their promotional reach.
d. Increasing Awareness: Through posts, stories, and videos on their social media platforms,
digital influencers can help increase awareness about BUMDes' village tourism
destinations among social media users.
e. Driving Tourist Visits: Direct recommendations from digital influencers can encourage
their followers to visit BUMDes' village tourism destinations, thereby increasing the
number of tourist visits and revenue for the village.
Vol. 3, No. 6, June 2024
480
https://edunity.publikasikupublisher.com
f. Boosting Engagement: Collaborating with digital influencers can also boost engagement
with the audience, such as likes, comments, and shares, which in turn can increase the
visibility and popularity of BUMDes' village tourism destinations on social media
platforms.
Utilizing Online Booking Platforms
BUMDes can leverage online booking platforms such as Airbnb, Booking.com, or
Traveloka to facilitate travelers in planning and booking accommodations and tourist
activities in their villages. By connecting to these platforms, BUMDes can reach a global
audience and enhance the accessibility of village tourism destinations (Hamzah, 2018).
a. Tour Packages Offerings: BUMDes can create tour packages that include accommodations,
tourist activities, and other local experiences, which are then marketed and sold through
online booking platforms. These package offerings can attract tourists seeking complete
experiences at village tourism destinations.
b. Managing Appealing Profiles: BUMDes needs to ensure that their profiles on online
booking platforms are filled with comprehensive information, attractive photos, and
positive reviews from previous travelers. This can enhance the appeal of the village
tourism destination and convince travelers to make bookings.
c. Commitment to Customer Service: BUMDes should be prepared to provide excellent
customer service to travelers booking through online booking platforms. Prompt responses
to inquiries and feedback, as well as consistency in meeting travelers' expectations, will
enhance the reputation of the village tourism destination on these platforms.
Challenges and Opportunities for BUMDes in Adopting Digital Marketing Strategies
1. Challenges
a. Resource Limitations: BUMDes may face limitations in human, financial, and
technological resources, which can hinder the implementation of effective digital
marketing strategies.
BUMDes may have constraints in the quantity and expertise of human resources
available to design, execute, and manage digital marketing campaigns effectively. This
could include limitations in knowledge of digital marketing techniques, data analysis,
and content management. BUMDes may consider enhancing their human resource
capacity through training and development. This can be done through internal training
or by collaborating with institutions or external professionals with expertise in digital
marketing.
Financial constraints can pose a barrier to implementing digital marketing
strategies that require expenses, such as paid advertising, software or analytics tools
purchases, and website or content development. BUMDes can seek cost-effective
alternatives in their digital marketing strategies, such as utilizing social media platforms
organically without the need for advertising costs or collaborating with local influencers
at more affordable rates. Additionally, they can also seek additional funding sources
through government subsidy programs, local sponsors, or strategic partnerships.
BUMDes may lack access or capability to use the technology required to execute
sophisticated digital marketing strategies, such as data analytics software, content
management tools, or stable internet infrastructure. BUMDes can seek alternative
solutions that are simpler and more affordable, such as using free or open-source
Implementation Of Digital Marketing Strategies By Village-Owned
Enterprises (BUMDes) In Village Tourism Management
Vol. 3, No. 6, June 2024
https://edunity.publikasikupublisher.com
481
software for data analytics or content management. They can also form partnerships
with local technology service providers who may provide access to the needed
infrastructure at lower costs.
b. Intense Online Competition: Tourist villages must compete with other destinations to
capture the attention and interest of tourists in a highly competitive digital environment
(Rahmayanie et al., 2022). In this fiercely competitive digital landscape, tourist villages
must strive hard to garner attention and interest amidst a plethora of other tourist
destinations.
Tourist villages need to establish strong visibility and a positive reputation on
online platforms. It involves the judicious use of social media, creating compelling and
valuable content, and active engagement with users. By ensuring that their content is
consistently high-quality and relevant, tourist villages can stand out among their
competitors. In online competition, rankings on search engines like Google are crucial.
Tourist villages must ensure that their websites are well-optimized for search engines
using best SEO practices. It includes using relevant keywords, creating high-quality
content, and ensuring that their website is user-friendly and responsive. To overcome
intense competition, tourist villages may consider forging partnerships and
collaborations with others, such as digital influencers, travel agencies, or other local
businesses. Such collaborations can help boost their visibility and reach a wider
audience.
Tourist villages must find ways to differentiate themselves from other destinations.
This can be achieved through the development of unique offerings or experiences that
cannot be found elsewhere. For example, introducing different and unusual tourism
activities or attractions, or focusing on sustainability and environmental preservation.
A good user experience can make tourist villages more appealing to tourists. It includes
easy navigation on the website, clear and comprehensive information about the
destination, and responsive and friendly customer service.
By considering these aspects and developing appropriate marketing strategies,
tourist villages can enhance their competitiveness in a competitive digital environment
and attract the desired attention of tourists.
2. Opportunity
a. Global Reach: Through digital marketing strategies, BUMDes can reach a global
audience and attract tourists from various parts of the world.
Tourist villages may struggle to gain adequate visibility among other tourist
destinations that have larger marketing resources or are more widely known. Tourist
villages can enhance their visibility by creating compelling and unique content, using
relevant hashtags and keywords on social media, and collaborating with digital
influencers or travel bloggers to increase their exposure on online platforms.
Competition in online search results can make it challenging for tourist villages to
appear on the first page of search results, which can reduce the amount of organic traffic
they receive. Tourist villages can optimize their websites for search engines using SEO
(Search Engine Optimization) techniques, creating high-quality and relevant content,
and expanding their online presence through presence on various social media
platforms and online travel directories.
Vol. 3, No. 6, June 2024
482
https://edunity.publikasikupublisher.com
Competition for tourist attention on social media platforms and digital advertising
can drive up marketing costs, while the marketing budgets of tourist villages may be
limited. Tourist villages can seek more creative and cost-effective marketing strategies,
such as leveraging viral content, hosting contests or fundraising campaigns, and
building partnerships with local businesses or communities to expand their reach
without incurring significant costs.
Reviews and testimonials from tourists on online platforms can have a significant
impact on the perception and reputation of tourist villages. Tourist villages should
actively manage their online reputation by responding to reviews and feedback from
tourists promptly and professionally. It can help build trust and a positive image among
potential tourists.
b. Unlimited Creativity: Digital media provides ample space for BUMDes to create unique
and engaging content, as well as innovate in promoting their village tourist destinations.
Digital media grants BUMDes the freedom to express their creativity extensively.
They can create various types of content, ranging from captivating photos to inspiring
promotional videos, and even interactive content such as quizzes or virtual tours.
BUMDes can leverage various social media platforms, websites, and content-sharing
apps to disseminate their creative ideas to a wider audience. They can also consider
collaborating with content creators or digital influencers who have expertise in creating
compelling content.
Digital media opens the door for BUMDes to experiment with various innovative
promotional strategies. They can use technologies like augmented reality (AR) or virtual
reality (VR) to provide unique experiences to prospective tourists or adopt smart
content marketing techniques to capture their attention. BUMDes can involve their
creativity in designing unique promotional campaigns that stand out from their
competitors. They can also draw inspiration from the latest trends in digital marketing
and apply them in ways that suit the characteristics and needs of their village tourist
destinations.
Digital media allows BUMDes to interact directly with users and engage them in
promoting village tourist destinations. They can host contests, quizzes, or polls on social
media to enhance user engagement, as well as respond to comments and feedback
promptly and attentively. BUMDes can create content that invites interaction, such as
images or videos that spark discussions or questions. They can also use interactive
features like polling or surveys to solicit users' opinions on their preferences regarding
tourist activities or services offered.
By understanding the challenges faced and taking advantage of existing
opportunities, BUMDes can optimize its digital marketing strategy to increase the
visibility, attractiveness, and success of managing its tourist villages.
Conclusion
Digital marketing strategies have become crucial elements in the efforts to manage and
promote village tourist destinations undertaken by Village-Owned Enterprises (BUMDes).
Through the use of social media, the creation of engaging digital content, collaboration with
Implementation Of Digital Marketing Strategies By Village-Owned
Enterprises (BUMDes) In Village Tourism Management
Vol. 3, No. 6, June 2024
https://edunity.publikasikupublisher.com
483
digital influencers, and the utilization of online booking platforms, BUMDes can enhance the
visibility, appeal, and success of their village tourism management.
Challenges such as limited human, financial, and technological resources, as well as
intense online competition, pose obstacles for BUMDes in adopting effective digital marketing
strategies. However, by leveraging opportunities such as global reach, boundless creativity,
and direct interaction with users, BUMDes can optimize its digital marketing strategies. By
understanding the challenges faced and harnessing available opportunities, BUMDes can
enhance the effectiveness of their digital marketing strategies, increase the number of tourist
visits, and ultimately, improve the welfare of village communities through the development
of sustainable tourist destinations.
Bibliography
Abdussamad, H. Z., & SIK, M. S. (2021). Metode penelitian kualitatif. CV. Syakir Media Press.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
Hamzah, R. E. (2018). Web Series sebagai komunikasi pemasaran digital Traveloka. Jurnal
Pustaka Komunikasi, 1(2), 361–374.
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher
Education AU.
Rachmayanti, M., & Nofharina, N. (2018). Analisis Strategi Promosi Dalam Pengembangan
Pariwisata (Studi Kasus Pada Pariwisata Kabupaten Purwakarta). EProceedings of
Management, 5(1).
Rahmayanie, A. M., Afiffah, A. V., Anggraini, I. D., Hermawan, H. D., Mukhlasin, L., &
Kurniawan, D. (2022). Pemanfaatan Digital Marketing sebagai Alternatif
Pengembangan Strategi Promosi Konveksi BUMDes. Buletin KKN Pendidikan, 4(2), 123–
133.
Rajab, M. (2021). Relationship of E-Commerce, Influencer Marketing, and Social Media to
Digital Marketing (Marketing Management Literature Review). Dinasti International
Journal of Economics, Finance & Accounting, 2(4), 443–455.
Retnasary, M., Setiawati, S. D., Fitriawati, D., & Anggara, R. (2019). Pengelolaan media sosial
sebagai strategi digital marketing pariwisata. Jurnal Kajian Pariwisata, 1(1), 76–83.
Soleh, C., & Rohmansjah, H. (2014). Pengelolaan keuangan desa. Fokusmedia.
Urban, G. (2003). Digital marketing strategy: text and cases. Prentice-Hall, Inc.
Warmayana, I. G. A. K. (2018). Pemanfaatan digital marketing dalam promosi pariwisata pada
era industri 4.0. Pariwisata Budaya: Jurnal Ilmiah Agama Dan Budaya, 3(2), 81–92.
Young Kim, E., & Kim, Y. (2004). Predicting online purchase intentions for clothing products.
European Journal of Marketing, 38(7), 883–897.
Zandri, L. P., Putri, N. D. N., & Fahmi, R. A. (2018). Strategi Pengembangan Badan Usaha Milik
Desa (BUMDes) Dharma Utama.
licensed under a
Creative Commons Attribution-ShareAlike 4.0 International License