YOUTH-DRIVEN DIGITAL MARKETING STRATEGIES TO ENHANCE TOURIST VISITS IN RURAL DESTINATIONS: EVIDENCE FROM GOBLEG VILLAGE, BALI, INDONESIA

Abstract

The increasing reliance on digital marketing has transformed how rural tourism destinations attract and engage visitors. However, many tourism villages in developing regions continue to face challenges in optimizing digital marketing due to limited human resources and strategic capacity. This study aims to analyze digital marketing strategy optimization to increase tourist visits in Gobleg Village, a rural tourism destination in Bali, Indonesia. A mixed-method case study approach was employed, combining field observations, semi-structured interviews, questionnaires, and document analysis. Field observations and interviews were conducted in Gobleg Village between May and October 2025. Primary data were collected through purposive and accidental sampling involving key stakeholders, including village authorities, tourism managers, youth organization leaders, trekking coordinators, local traders, and government tourism officials. In addition, questionnaires were distributed to 20 respondents. Data were analyzed using the interactive analysis model of Miles and Huberman, supported by SWOT analysis. The findings reveal that digital marketing implementation in Gobleg Village remains suboptimal, with only five out of nine digital marketing components actively utilized. Key challenges include the absence of dedicated digital marketing personnel and increasing competition among tourism villages. The SWOT analysis positions Gobleg Village in Quadrant I, indicating a growth-oriented strategy that emphasizes leveraging internal strengths to capitalize on external opportunities. To address these challenges, this study proposes a structured digital marketing action plan using a 12-month Gantt chart and content calendar. A key contribution of this research lies in highlighting the strategic role of youth involvement, particularly local youth organizations, as cross-cutting interpreters who facilitate digital transformation at the community level. This study contributes to the literature on sustainable rural tourism and provides practical insights for policymakers and destination managers seeking to enhance community-based digital marketing strategies.