<![CDATA[This study aims to analyze strategies for optimizing digital promotion to increase tourist visits to Sasak Ende Village, Central Lombok Regency. Sasak Ende Village is a cultural tourism destination that relies on the local wisdom of the Sasak people as its main attraction. This study employs a qualitative approach using a descriptive research design. Data were collected through observation, interviews, and documentation with informants selected using purposive sampling, including tourism managers, community members and MSME operators, tourists, and the Central Lombok Regency Tourism Office. Data analysis utilized the Miles, Huberman, and Saldaña model, which includes data condensation, data presentation, and drawing conclusions and verification. Data validity was tested through triangulation of sources, techniques, and time. The results of the study indicate that digital promotion for Sasak Ende Village uses Instagram as the primary medium, supported by Facebook, TikTok, a website, and Google Maps. Promotion can be optimized by creating a content schedule, utilizing Instagram features such as Reels, Stories, and Insights, increasing interaction with the audience, and periodically evaluating content. Supporting factors include cultural potential, managers’ awareness of the importance of digital media, and internet availability. he constraints include limited human resources, budget, experience in social media management, planning, and digital content creation capabilities.]]>
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