EVALUASI STRATEGI PEMASARAN DIGITAL TAMAN REKREASI KALIANGET KABUPATEN WONOSOBO

Abstract

The rapid development of digital technology has significantly transformed tourism promotion patterns, particularly through the use of social media that can reach wider audiences quickly and interactively. In this context, the adoption of digital marketing strategies by tourism managers has become increasingly important to enhance tourist appeal and strengthen destination image. This study aims to analyze digital marketing strategies in enhancing tourism attractiveness at Kalianget Recreation Park, Wonosobo Regency. The research employed a qualitative method with a descriptive approach, using in-depth interviews, observation, and documentation with six informants consisting of managers, visitors, and local MSME actors. The findings reveal that the implementation of digital marketing strategies through social media, creative content, and visitor reviews contributes significantly to building a positive image and increasing tourist interest. However, the study also identified several challenges, including limited human resources, lack of content management consistency, and suboptimal collaboration with local businesses. The study recommends strengthening digital literacy capacity among managers, optimizing the use of social media platforms, and developing strategic collaboration with MSMEs to expand promotional reach and improve destination competitiveness.