Optimizing Sustainable Village Ecotourism Promotion: Leveraging AISAS Model through Video Branding as a Digital Marketing Strategy in Hijau Daun Ecotourism, Bawean Island

Abstract

Sustainable tourism is one of the main focuses in regional development and nature conservation. Village tourism is a model of sustainable tourism that offers the potential to combine economic development with nature conservation. This also occurs on Bawean Island, which is one of the islands included in the administrative area of Gresik Regency, East Java Province which has abundant natural tourism potential, ranging from beaches, waterfalls, animal sanctuaries, forests to lakes. One of the natural tourism potentials that is superior on Bawean Island is the Hijau Daun mangrove ecotourism. However, the managing community of Hijau Daun Mangrove Ecotourism has not been able to utilize digital technology as an effective and efficient digital marketing strategy in promoting and identifying tourism potential by providing comprehensive and real information audio and visual so as to attract tourists to visit. It is hoped that the visits from tourists will boost the economy and welfare of the surrounding community. This research aims to optimize digital-based tourism marketing through video and form a communication media group as an extension for the sustainability of digital marketing. In this discussion, the use of digital marketing strategies is becoming increasingly important to effectively introduce and promote tourism destinations. Using the AISAS (Awareness, Interest, Search, Action, Share) model in video branding is the right option to promote the potential of Hijau Daun Mangrove Ecotourism. The method used is descriptive qualitative with a case study approach. As for data collection techniques using documentation, interviews and questionnaires. The research subjects were the community and managers of the Hijau Daun mangrove ecotourism area. It is hoped that this research can provide good practices for Hijau Daun mangrove ecotourism and can be applied to other potential Tourism Villages.