STRATEGI PROMOSI SOSIAL MEDIA DALAM PENGEMBANGAN PANTAI MELASTI SEBAGAI DESTINASI PARIWISATA DI DESA UNGASAN: Social Media Promotion Strategy In Developing Melasti Beach As A Tourism Destination In Ungasan Village

Kadek Vradeshtia Ladia Sambhawitasya (Politeknik Negeri Bali)
I Putu Yoga Laksana (Politeknik Negeri Bali)
Muhammad Panji Mahardika (Politeknik Negeri Bali)

Ganec Swara
Vol. 19 No. 3 (2025): September 2025

Melasti Beach is a tourism destination located in Ungasan Village, which has a lot of potential to be developed with social media marketing strategies. The purpose of this study is to study and analyze social media promotion methods to increase the visibility and attractiveness of Melasti Beach. The research method uses the SWOT analysis method and the 7P marketing mix strategy, interviews, observations, and questionnaires. The results of the study indicate that social media plays a positive role in increasing the attractiveness of Melasti Beach, by using platforms such as Instagram and Facebook to highlight the natural beauty, local traditions, and facilities offered, the involvement of local communities in promotions is also an important aspect because it is in line with the Tri Hita Karana concept. Thus, the implementation of Tri Hita Karana becomes an indicator of strong strategic strength in forming the competitive advantage of tourist destinations.