<![CDATA[General Background: Global tourism has experienced unprecedented digital transformation, prompting widespread efforts to maximize digital visibility and online channel reach. Specific Background: Kopi Luwak Cikole operates in Lembang, West Java, managing ethical civet coffee agrotourism backed by government certification and strict animal welfare constraints. Knowledge Gap: Existing literature heavily emphasizes volume-driven digital expansion while largely neglecting how artisanal agrotourism operators can maintain premium positioning without mass-market platforms. Aims: This qualitative case study documents and analyzes the digital marketing strategy and exclusivity positioning of Kopi Luwak Cikole. Results: The facility successfully sustains its competitive advantage through a four-pillar architecture involving targeted search discovery, verified trust credentials, organic user-generated content amplification, and in-person scarcity narratives. Novelty: This study conceptualizes exclusivity-first digital positioning as a viable alternative framework for niche artisanal operators rejecting mass e-commerce channels. Implications: Agrotourism enterprises can leverage selective digital channel selection and authenticity-driven scarcity to secure sustainable brand integrity and international market penetration. Highlights: Deliberate restriction of mass e-commerce platforms preserves premium product integrity. Targeted search tools combine with verified government certification to secure international market trust. Unsolicited visitor-generated media functions as the primary mechanism for organic brand reach. Keywords: Exclusivity Positioning, Digital Marketing Strategy, Agrotourism, Civet Coffee, Scarcity Marketing]]>
Copyrights © 2026
