Social Media Management Strategies for Village Tourism Development: A Case Study of BUMDes Sinar Usaha Budo
DOI:
https://doi.org/10.35870/jemsi.v11i4.4331Keywords:
Digital Marketing, BUMDes, Limited Information, Outdated InformationAbstract
This research aims to explore the implementation of digital marketing management of BUMDes Sinar Usaha Budo in North Minahasa. The study's background is based on the substantial potential of Budo Tourism Village as a prioritized tourist destination; however, suboptimal social media management impedes promotional efforts and tourist arrivals. Employing a qualitative approach with a case study design, the research methodology involves in-depth interviews, documentations and observation. The informant for this research is the head of BUMDes, the documentation is the visual document of BUMDes social media platform, and the observation the business process. The findings of this study indicate that social media engagement plays a significant role in enhancing visitor numbers. Nevertheless, challenges such as the vacancy of the administrator position, limited information access, and outdated content represent key obstacles. In conclusion, effective digital promotion necessitates a structured social media governance framework, encompassing the replacement of the administrator and the implementation of Standard Operating Procedures (SOPs). The implications of this research provide practical recommendations for enhancing digital promotion strategies and increasing tourist visitation.
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