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All Journal WARTA Jurnal Manajemen Bisnis Jurnal Informatika Ekonomi Bisnis Enrichment : Journal of Management juremi: jurnal riset ekonomi Journal of Innovation Research and Knowledge Jurnal Ilmiah Hospitality Management Journal of Artificial Intelligence and Digital Business Sharia Economic and Management Business Journal (SEMBJ) Jurnal Ilmiah Manajemen Dan Kewirausahaan Brilliant International Journal of Management and Tourism
I Made Hadi Purnantara
Institut Pariwisata Dan Bisnis Internasional
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Rekonstruksi Paradigma Pemasaran Digital Desa Wisata Berbasis Komunitas: Analisis Kritis Atas Praktik Dan Tantangan Transformasi Digital Di Desa Bongkasa Pertiwi I Made Hadi Purnantara; I Wayan Eka Sudarmawan; Kadek Wira Adi Saputra
Journal of Innovation Research and Knowledge Vol. 6 No. 6 (2026): Nopember 2026
Publisher : Bajang Institute

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Digital transformation encourages tourism villages to be present across multiple online platforms, yet technology adoption does not always lead to a fundamental change in marketing logic. This study aims to identify the digital marketing paradigm currently practiced in Bongkasa Pertiwi Village, examine its practices and transformation challenges, and reconstruct a paradigm that better reflects the characteristics of community-based tourism. The study employs an interpretive-critical qualitative approach with a case study strategy. Primary data were obtained through an in-depth interview with village officials familiar with digital and tourism management, supported by digital observation of the official village website and document review. The data were analyzed thematically through repeated reading, coding, category development, and theme construction. The findings show that digital marketing in Bongkasa Pertiwi operates in a hybrid form. The village website, social media managed by the Community Information Group (KIM), digital channels owned by local businesses, booking platforms, and word-of-mouth promotion through local guides work simultaneously. The community has participated in producing and distributing information, but content management remains concentrated among selected actors and is not yet fully integrated. The main barriers are connectivity quality, the availability of committed human resources, and uneven digital capabilities. Based on these findings, this study reconstructs village digital marketing as a community-based ecosystem emphasizing collaborative governance, representation of local identity, integration of digital channels with direct relationships, and stronger local capacity and economic value circulation. The proposed framework is positioned as an initial empirical-conceptual model that requires further testing in other tourism village contexts.
MODEL HUMAN RESOURCES ARCHITECTURE BERBASIS KOMUNITAS DALAM TRANSFORMASI DIGITALISASI PARIWISATA I Wayan Eka Sudarmawan; I Made Hadi Purnantara; Kadek Wira Adi Saputra
Juremi: Jurnal Riset Ekonomi Vol. 6 No. 3 (2026): Nopember 2026
Publisher : Bajang Institute

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Transformasi digital desa wisata sering dibicarakan sebagai persoalan adopsi platform, promosi daring, dan peningkatan literasi digital. Pembacaan tersebut belum sepenuhnya menjelaskan siapa yang menjalankan fungsi digital, bagaimana orang ditempatkan pada peran yang tepat, dan bagaimana kompetensi dibangun ketika batas organisasi tidak sejelas perusahaan. Penelitian ini bertujuan mengonstruksi model Human Resources Architecture (HRA) berbasis komunitas dalam transformasi digitalisasi pariwisata. Penelitian menggunakan desain studi kasus kualitatif eksploratif di Desa Bongkasa Pertiwi, Kabupaten Badung, Bali. Data utama diperoleh melalui wawancara mendalam dengan seorang perangkat desa. Data wawancara ditriangulasi dengan struktur perangkat desa, publikasi pada laman resmi desa, serta jejak digital publik KIM dan kanal media sosial yang berkaitan dengan aktivitas desa. Analisis tematik dilakukan secara iteratif dengan empat konsep awal Role Structure, Competency Mapping, Community HR Function, dan Digital Integration dikembangkan secara terbuka menunjukkan bahwa HRA komunitas bekerja sebagai arsitektur berbasis kolaboratif. Peran digital dijalankan lintas batas perangkat formal melalui KIM, pemuda, BUMDes, Pokdarwis, pelaku usaha, dan mitra; kompetensi dikenali secara pragmatis berdasarkan kemampuan dan kemauan; fungsi pengembangan SDM tersebar melalui pelatihan, fasilitasi, pendidikan, dan pembelajaran antarpelaku; sedangkan teknologi berfungsi sebagai infrastruktur koordinasi, bukan sekadar saluran promosi. Keempat pilar tersebut saling menguatkan dan membentuk jejaring peran–kapabilitas yang adaptif, meskipun dibatasi konektivitas dan kesiapan digital yang tidak merata. Secara teoretis, penelitian ini memperluas HRA dari logika hubungan kerja formal menuju konfigurasi sumber daya manusia yang tertanam dalam komunitas. Model yang dihasilkan bersifat empiris-konseptual dan memerlukan pengujian lintas kasus pada penelitian berikutnya.
Co-Authors Astina, Made Arya Didi Pianda Eka Sudarmawan, I Wayan Gede Sri Darma I Gusti Bagus Angga Wiguna I Nyoman Sudiarta Kadek Ayu Ekasani Kadek Wira Adi Saputra Kadek Wira Adi Saputra M. Huanza Marwan Effendi Putu Sabda Jayendra Waqiah Waqiah Wardana, Miko Andi