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All Journal JURNAL ILMIAH GLOBAL EDUCATION Borobudur Communication Review
Salsabila, Chairunisya Zulfa
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Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : JURNAL ILMIAH GLOBAL EDUCATION

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Strategi Komunikasi Pemasaran Digital Kelompok Sadar Wisata dalam Membranding Pantai Pangasan sebagai Destinasi Wisata Populer Salsabila, Chairunisya Zulfa; Amali, Muhammad Thoyib
Jurnal Ilmiah Global Education Vol. 6 No. 2 (2025): JURNAL ILMIAH GLOBAL EDUCATION, Volume 6 Nomor 2
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v6i2.3864

Abstract

This study aims to analyze the digital marketing communication strategies implemented by the Tourism Awareness Group (Pokdarwis) in building the brand of Pangasan Beach as a popular tourist destination in Pacitan Regency. Using a descriptive qualitative approach and a case study method, data were collected through interviews, observations, and documentation. The AISAS model (Attention, Interest, Search, Action, Share) served as the main analytical framework. The findings reveal that Pokdarwis successfully attracted tourist attention through viral visual content on social media, generated interest through integrated digital strategies, facilitated information searches, encouraged visit decisions, and created ongoing promotional effects through user-generated content and electronic word of mouth (E-WOM). The synergy between digital and conventional promotion, along with the active involvement of the local community, proved effective in strengthening the positioning of Pangasan Beach as a sustainable cultural and nature-based tourism icon. These findings contribute to the development of marketing communication literature for community-based tourism destinations.  
Co-Authors Muhammad Thoyib Amali