Tourism Digital Marketing based on the Sustainability Model in Bali
DOI:
https://doi.org/10.25139/jkp.v9i1.11600Keywords:
Bali; destination branding; digital marketing; sustainability communication; sustainable tourismAbstract
Tourism destinations increasingly rely on digital communication strategies to balance economic growth with environmental and cultural preservation. This study examines the implementation of a sustainability-based digital marketing model within Bali’s tourism industry, emphasizing how digital communication supports sustainable destination branding and stakeholder engagement. Using a mixed-method approach, this research integrates content analysis of digital platforms, in-depth interviews with tourism practitioners, and visitor perception surveys to identify key sustainability narratives. Findings indicate that effective digital storytelling centered on local culture, environmental responsibility, and community empowerment significantly enhances tourists’ trust and loyalty while mitigating overtourism pressure. Social media and website analytics demonstrate that campaigns highlighting authentic, eco-conscious experiences produce higher engagement and conversion rates compared to traditional promotional strategies. Moreover, the study underscores the critical role of communicative transparency and co-creation between stakeholders in sustaining Bali’s image as a responsible global tourism hub. This research contributes to communication and marketing scholarship by proposing an integrative framework linking sustainability communication, digital marketing innovation, and destination competitiveness. The model offers practical guidance for policymakers, tourism boards, and marketers seeking to implement ethical, sustainable, and digitally driven promotional strategies in other global destinations.
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Amerta, I. M. S. (2025). The future of rural tourism in Bali, Indonesia. E-Journal of Tourism, 12(1). https://ejournal1.unud.ac.id/index.php/eot/article/view/2178
Braun, V., & Clarke, V. (2021). One size fits all? What counts as quality practice in (reflexive) thematic analysis? Qualitative Research in Psychology, 18(3), 328–352. https://doi.org/10.1080/14780887.2020.1769238
Creswell, J. W., & Plano Clark, V. L. (2018). Designing and conducting mixed methods research (3rd ed.). SAGE.
Denzin, N. K. (2017). The research act: A theoretical introduction to sociological methods. Routledge.
Faul, F., Erdfelder, E., Buchner, A., & Lang, A.-G. (2009). Statistical power analyses using G*Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149–1160. https://doi.org/10.3758/BRM.41.4.1149
Fetters, M. D., Curry, L. A., & Creswell, J. W. (2013). Achieving integration in mixed methods designs—principles and practices. Health Services Research, 48(6pt2), 2134–2156. https://doi.org/10.1111/1475-6773.12117
Fianto, A., & Andrianto, A. (2022). Sustainable tourism development from the perspective of digital communication. Jurnal Studi Komunikasi, 6(2), 1–15.
Growfish. (2024). Sustainable marketing in Bali: Transforming the tourism industry. https://growfish.co/sustainable-marketing-in-bali-transforming-the-tourism-industry/
Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59–82. https://doi.org/10.1177/1525822X05279903
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE.
JCASC. (2025). Bridging cultural heritage and digital creativity in Denpasar Bali. Journal of Communication and Social Change. https://jcasc.com/index.php/jcasc/article/view/1999
Kominfo. (2022). Pariwisata digital: Transformasi pemasaran pariwisata Indonesia melalui Instagram dan YouTube selama masa pandemi COVID-19. Iptek Komunikasi. https://jurnal.kominfo.go.id/index.php/iptekkom/article/view/4917
Krippendorff, K. (2018). Content analysis: An introduction to its methodology (4th ed.). SAGE.
Nurbaiti, A., et al. (2024). Examining how digital marketing affects the development of the tourism industry in Indonesia. Proceeding of the International Conference on Economics, Management, and Social Studies. https://www.procedia-esem.eu/pdf/issues/2024/no2/28_Nurbaiti_24.pdf
Pratiwi, C., et al. (2022). Peran media sosial dalam membangun citra destinasi pariwisata. Jurnal Humaniora. https://journals.upi-yai.ac.id/index.php/ikraith-humaniora/article/download/5110/3898/
Pratiwi, N., et al. (2024). Tourism digital marketing in Indonesia: Current issues and future directions. International Journal of Tourism and Hospitality Research. https://mgesjournals.com/ijthr/article/view/6099
Putranto, T. D., Susilo, D., & Wibowo, T. O. (2023). Marketing communication for temple tourism destinations: From the perspective of post-COVID-19 pandemic visitors. Jurnal Pariwisata Pesona, 8(2), 153–160.
Respati, R. D. (2025). Impact of digital marketing adoption. IRJE.
Riyadi, B., & Susilo, D. (2019). Digital marketing strategies to boost tourism economy: A case study of Atlantis Land Surabaya. Semantic Scholar.
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson.
Subadra, I. N., et al. (2024). Digital marketing for sustainable tourism village in Bali. Journal of Infrastructure, Policy and Development, 8(4), Article 3726. https://systems.enpress-publisher.com/index.php/jipd/article/view/3726
Susilo, D. (2023). Komunikasi pemasaran digital: Brand dan isu keberlanjutan dalam pemasaran. Literasi Nusantara Abadi
Susilo, D., Laksmita Sari, I., Agnesia Claudia Thanos, G., & Hai Sam, T. (2025). Mapping of Migration Motivation from Digital Nomads in Bali. Jurnal Kajian Bali (Journal Of Bali Studies), 15(1), 1-36. doi:10.24843/JKB.2025.v15.i01.p01
Yang, Y., et al. (2025). A systematic review of mixed methods research in tourism and hospitality. Journal of Hospitality and Tourism Management. https://doi.org/10.1016/j.jhtm.2025.01.004
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Published
2025-12-30
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Tourism Digital Marketing based on the Sustainability Model in Bali. (2025). Jurnal Komunikasi Profesional, 9(1), 001–011. https://doi.org/10.25139/jkp.v9i1.11600
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