Digital Content Design for Promoting Open Trip: A Study of Effective Digital Marketing Communication Strategies in the Tourism Sector
Main Article Content
Khairunissa Hany Marellyda*
Doddy Wihardi
Rocky Prasetyo Jati
The rapid development of information technology and social media has significantly influenced the tourism sector, encouraging the adoption of digital marketing to enhance destination attractiveness. This study examines the implementation of digital content design to promote open trips in Sumberjaya Village, Sumur District, Pandeglang Regency, Banten, an area with strong natural tourism potential that remains underexposed. The research emphasizes the development of engaging social media content, community training in content creation, and the impact of digital promotion on tourist interest. The findings indicate that well-designed digital content significantly increases destination visibility, particularly among millennials and Gen Z. Social media platforms such as Instagram, TikTok, and Facebook play an important role in reaching these digitally oriented travelers, with Instagram selected as the primary promotional medium due to its visual and interactive features. Using a Participatory Action Research (PAR) approach, this study actively involved the local community, especially the Tourism Awareness Group (POKDARWIS), in digital content production and promotional activities. This participation not only enhanced Sumberjaya Village’s online presence but also strengthened community ownership in tourism development. In addition, the Open Trip model, allowing individuals to join tour packages without forming groups, proved effective in attracting young tourists seeking affordable, social, and authentic travel experiences. Overall, the integration of digital marketing, community-based tourism, and the Open Trip concept has positively contributed to sustainable tourism development in Sumberjaya Village by increasing destination visibility, generating local income, and strengthening community involvement in tourism management.
Cheung, M. L., Ting, H., Cheah, J.-H., & Sharipudin, M.-N. S. (2021). Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit. Journal of Product & Brand Management, 30(1), 28–43.
Destiara, F., & Fauzi, R. (2023). Strategi Marketing Public Relations Desa Mangrovesari Brebes Sebagai Desa Wisata Berbasis Mangrove. JURNAL EKONOMI KREATIF DAN MANAJEMEN BISNIS DIGITAL, 2(2), 78–111. https://doi.org/10.55047/jekombital.v2i2.548
Dramićanin, S., Perić, G., & Gašić, M. (2023). The impact of TikTok on travel decision. International Scientific Conference on Economy, Management and Information Technologies, 1(1), 129–138.
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current Issues in Tourism, 16(3), 211–239.
Jati, R. P. (2023). Memberdayakan komunitas: Komunikasi kooperatif dalam platform media komunitas. Communication, 14(2), 190–205.
Jati, R. P., Lokananta, A. C., Singgalen, Y. A., & Kartikawangi, D. (2025). Integrasi Teknologi Digital dalam Pengembangan Desa Wisata Tangguh Bencana: Pendekatan Komunikasi Kooperatif. Journal Scientific of Mandalika (JSM), 6(3), 536–546.
Kilipiri, E., Papaioannou, E., & Kotzaivazoglou, I. (2023). Social media and influencer marketing for promoting sustainable tourism destinations: The Instagram case. Sustainability, 15(8), 6374.
Koswara, A. (2025). The Role of Wonderful Indonesia Website in Supporting Digital Tourism Marketing: Performance Analysis and Its Impact. International Journal of Tourism Management and Hospitality, 1(1), 34–42. https://ojs.projurnal.com/index.php/ijotmah/article/view/69
Kumar, S. (2024). The role of digital marketing on customer engagement in the hospitality industry. In Leveraging ChatGPT and artificial intelligence for effective customer engagement (pp. 177–191). IGI Global Scientific Publishing.
Kurnia, I. A., & Pandjaitan, N. K. (2021). Peranan Modal Sosial dalam Resiliensi Komunitas Rawan Bencana Tsunami (Kasus Dusun Suka Dame, Desa Sumberjaya, Kecamatan Sumur, Kabupaten Pandeglang, Banten). J. Sains Komun. Pengemb. Masy, 5, 85–104.
Mallick, S. U. (2023). Promoting tourism through digital marketing. The American Journal of Agriculture and Biomedical Engineering, 5(10), 62–85.
Murray, R., Caulier-Grice, J., & Mulgan, G. (2010). The open book of social innovation (Vol. 24). Nesta London.
Pencarelli, T. (2020). The digital revolution in the travel and tourism industry. Information Technology & Tourism, 22(3), 455–476.
Piranda, D. R., Sinaga, D. Z., & Putri, E. E. (2022). Online Marketing Strategy In Facebook Marketplace As A Digital Marketing Tool. Journal of Humanities, Social Sciences and Business (JHSSB), 1(3), 1–8. https://doi.org/https://doi.org/10.55047/jhssb.v1i2.123
Prasetyo, D. W. (2020). Pendampingan Pengembangan Wisata Desa Bumdes Desa Kauman. JOURNAL OF SUSTAINABLE COMMUNITY SERVICE, 1(1), 41–47. https://doi.org/10.55047/jscs.v1i1.377
Rasel, M. A. B., Islam, M. D. R., Das, P. C., & Saini, S. (2025). User Influence, Hashtag Trends, and Engagement Patterns: Analyzing Social Media Network Dynamics in Tourism Using Graph Analytics. Tourism and Hospitality, 6(2), 60.
Rashidin, M. S., Del Chiappa, G., Javed, S., & Rana, M. M. (2025). Unveiling the power of short social reels on Facebook, Instagram and TikTok and their impact on users’ behavioral decisions. Kybernetes. https://doi.org/10.1108/K-11-2024-3015
Rinaldi, C., Cavicchi, A., & Robinson, R. N. S. (2022). University contributions to co-creating sustainable tourism destinations. Journal of Sustainable Tourism, 30(9), 2144–2166.
Santoso, A., Sulistyawati, A. I., & Vydia, V. (2022). Instagram as social media and his role in the tourism promotion. Indonesian Journal of Business and Entrepreneurship (IJBE), 8(3), 415–420. https://doi.org/10.17358/ijbe.8.3.415
Schröer, A. (2021). Social innovation in education and social service organizations. Challenges, actors, and approaches to foster social innovation. Frontiers in Education, 5, 555624.
Szombathelyi, M. K., Waldbuesser, P., & Tench, R. (2015). Digital age: Information and communication technologies, tools and trends for communication management. 2015 6th IEEE International Conference on Cognitive Infocommunications (CogInfoCom), 229–233.
Te Brömmelstroet, M., Nikolaeva, A., Glaser, M., Nicolaisen, M. S., & Chan, C. (2017). Travelling together alone and alone together: mobility and potential exposure to diversity. Applied Mobilities, 2(1), 1–15.
Wimolsittichai, N. (2024). Values of Infographics for Promoting Cultural Learning Resources and Tourist Attractions: A Case of Patum Village in Thailand. Journal of Information Science Theory & Practice (JIStaP), 12(1).
Wirtz, J., & Lovelock, C. (2016). Service marketing communications. Services Marketing, WORLD SCIENTIFIC (US), 236–287.
