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All Journal Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah
Muh Erlian Yardan M.
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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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
Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah Vol. 4 No. 3 (2026): September: Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/nuansa.v4i3.2836

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.
Co-Authors Lestari, Utami Puji Nasrul Lutfi Nia Octavia Rahmadhani Nur Khamidatul Khasanah Yuni Wulandari