Integrasi Revitalisasi Budaya dan Digital Marketing sebagai Strategi Branding Desa Adat Penglipuran

Nia Octavia Rahmadhani; Nur Khamidatul Khasanah; Nasrul Lutfi; Yuni Wulandari; Muh Erlian Yardan M.; Utami Puji Lestari

doi:10.61132/nuansa.v4i3.2836

Authors

Nia Octavia Rahmadhani Institut Teknologi dan Bisnis Semarang
Nur Khamidatul Khasanah Institut Teknologi dan Bisnis Semarang
Nasrul Lutfi Institut Teknologi dan Bisnis Semarang
Yuni Wulandari Institut Teknologi dan Bisnis Semarang
Muh Erlian Yardan M. Institut Teknologi dan Bisnis Semarang
Utami Puji Lestari Institut Teknologi dan Bisnis Semarang

DOI:

https://doi.org/10.61132/nuansa.v4i3.2836

Keywords:

Branding, Cultural Revitalization, Digital Marketing, Penglipuran Traditional, Tourism Village

Abstract

Penglipuran Traditional Village is recognized for successfully preserving local wisdom through the maintenance of customs, traditional architecture, and the application of the Tri Hita Karana philosophy in community life. However, amidst technological advancements and shifting tourist behaviors, there is a need for adaptive promotional strategies that leverage digital media. This study aims to analyze the implementation of cultural revitalization as a tourism attraction, identify digital marketing strategies for promoting the village, and examine the integration of both elements in building a strong brand identity. A qualitative descriptive method was employed, utilizing data collection techniques such as field observations, interviews, documentation reviews, and literature studies. The findings indicate that cultural revitalization preserves the village's authenticity and uniqueness, serving as the core value of Penglipuran Traditional Village's brand. Meanwhile, the use of digital marketing specifically via social media and QRIS payment systems effectively attracts tourists to the village. The integration of cultural revitalization and digital marketing has proven to strengthen the village's image as an authentic, appealing, and contemporary tourism destination. The study implies that tourism village managers need to optimize digital marketing strategies grounded in local cultural values to establish a sustainable and highly competitive brand in the digital era.

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