THE ROLE OF DIGITAL MARKETING IN INCREASING THE NUMBER OF TOURIST VISITS TO THE BUKIT LAWANG TOURISM DESTINATION NORTH SUMATRA

Abstract

Tourism has become a vital sector for economic growth and cultural exchange worldwide. This research reviews the role of digital marketing in increasing tourist visits to the destination of Bukit Lawang, North Sumatra. Involving three case studies, this study highlights digitalization strategies in Village Tourism, infrastructure management, and social media optimization. Despite experiencing a decline in visits, the online approach by hotels, tour agents, and the local community proves the positive impact of digitalization. Recommendations for village tourism managers involve local digital initiatives, social media optimization, digital infrastructure enhancement, collaboration with the private sector, community digital training, and routine evaluation of digital marketing strategies. Limitations of the study include limited time and space coverage and dependence on secondary data.

Keywords: Digital Marketing, Village Tourism, Tourism Infrastructure, Social Media, Bukit Lawang, Tourism Management, Case Study, Marketing Strategy, North Sumatra Tourism.