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All Journal International Journal of Social Science Jurnal Pariwisata Nusantara Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Herry Arianto
Politeknik Internasional Bali
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Medicine & Pharmacology Public Health Social Sciences Other

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THE EFFECTIVENESS OF BALI TOURISM PROMOTION THROUGH OUT DIGITAL MARKETING VIDEOS Herry Arianto; I Gede Pitana; Agung Suryawan Wiranatha; Made Budiarsa
International Journal of Social Science Vol. 1 No. 5: February 2022
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/ijss.v1i5.1294

Abstract

The advances in science and technology have also influenced the development of Bali tourism promotion strategies. In digital era 4.0, social media platforms and video-forming elements that can arouse consumers' emotions and desire to visit must be considered, so that messages and promotional objectives can be conveyed properly to consumers. This study aimed at analyzing the potential of Bali tourism promotion through digital video marketing so that it can be used as a strategy that is suitable for the current digital era.This research using qualitative and quantitative methods (mixed methods) in which the data were collected through interviews and questionnaires. The effectiveness of the video was calculated using CRI (Customer Response Index) by implementing AISAS concept. Incidental quota sampling was done to determine the research sample. The research was done on Facebook. The collected data were analyzed using digital marketing theories, AISAS, and the theories of tourism promotional video. The results showed that the five among six selected videos were uploaded to Facebook are considered effective in conveying the promotional messages. There was a video with a high value of CRI AIS in which it will directly affect the videos' virality because of the high numbers of shares. The videos' virality will boost the videos' popularity that has a significant relationship to the destination's popularity. A popular video is powerful enough to arouse the desire of consumers to visit a destination. This study found a relationship between the CRI AIS value with the level of motivation and consumer desire to visit. The higher the CRI AIS value, the higher the level of motivation to visit.
Efektivitas Unsur Pembentuk Digital Video Marketing terhadap Viralitas dan Citra Destinasi Pariwisata Bali Herry Arianto
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 5 No. 1 (2026): Januari: Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jempper.v5i1.6046

Abstract

Digital video marketing has proven to be one of the most effective approaches, as it combines visual, narrative, and emotional elements into a single medium. This study aims to analyze the effectiveness of digital video marketing components in influencing the virality level and destination image of Bali’s tourism sector. The theoretical foundation applied in this research includes the Integrated Marketing Communication Theory and the Destination Image Theory. The research employs a qualitative descriptive approach using non-participatory observation of three Bali promotional videos published through social media accounts such as UNILAD Adventure, Bali Go Live, and Wonderful Indonesia. Data were analyzed through an interactive analysis model consisting of reduction, display, and verification stages, complemented by content analysis on video elements. The results show that all video components function effectively in enhancing audience attention and engagement, strengthening emotional resonance, and shaping Bali’s image as an exotic, spiritual, and culturally rich destination. The elements of content, cinematic technique, and traditional audio were found to have a dominant influence in generating engagement and expanding digital reach organically. This study recommends strategic collaboration between government bodies, creative industry players, and digital creators to produce consistent, authentic, and sustainable video content for Bali’s tourism promotion.
The Role of Digital Marketing in Increasing Brand Awareness of Klepon Legend Culinary Tourism in Gianyar Herry Arianto Arianto; Dinar Sukma Pramesti
Jurnal Pariwisata Nusantara (JUWITA) Vol. 5 No. 1 (2026): Jurnal Pariwisata Nusantara
Publisher : PROGRAM STUDI PARIWISATA SYARAH, FAKULTAS EKONOMI DAN BISNIS ISLAM, UNIVERSITAS ISLAM NEGERI MATARAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/juwita.v5i1.15400

Abstract

Purpose: This research aims to examine how digital marketing, especially video content on social media, influences brand awareness of Klepon Legend Gianyar and to identify strategies used by the business to increase sales through social media presence. Method: This study uses a qualitative descriptive approach. Data were collected through literature review from journals, books, and online sources, as well as analysis of public comments and responses on social media platforms related to Klepon Legend Gianyar. Result: The findings show that digital marketing through video-based social media content is effective in increasing brand awareness. In addition, endorsements and content sharing help spread information widely through electronic word-of-mouth (e-WoM), which supports higher customer interest and sales growth. Contribution: This research highlights the importance of digital marketing for promoting traditional culinary products in the modern era. It contributes new knowledge on how small culinary businesses can use social media strategies to strengthen brand awareness, preserve local food culture, and improve competitiveness in the digital market.
Co-Authors Anak Agung Putu Agung Suryawan Wiranatha Dinar Sukma Pramesti I Gde Pitana, I Gde I Made Budiarsa