The Tourism Office’s Digital Promotion Strategy for The Development of Religious Tourism in Buru Subdistrict, Karimun Regency

Abstract

This study aims to analyze the digital promotion strategies employed by the Tourism Office of Karimun Regency in developing religious tourism in Buru District. The research adopted a qualitative approach using a descriptive method. Data were collected through interviews, observations, and documentation involving the Tourism Office, religious tourism site managers, and tourists. Data analysis was conducted using the Miles, Huberman, and Saldaña interactive model, referring to the Promotion Mix theory proposed by Kotler and Keller (2016), which includes advertising, sales promotion, public relations, personal selling, and direct and digital marketing. The findings reveal that the Tourism Office has utilized various digital media platforms, including Instagram, Facebook, TikTok, YouTube, and official websites, as promotional tools. However, the implementation has not yet been optimal due to inconsistent promotional activities, limited information regarding religious tourism attractions, low levels of digital interaction with tourists, and the absence of an integrated digital information service. As a result, the promotion of religious tourism remains largely driven by site managers and local communities. Therefore, strengthening an integrated digital promotion strategy is necessary to expand promotional reach, enhance tourist engagement, and increase visitation to religious tourism destinations in Buru District.