The Role of Digital Promotion in Shaping the Destination Image of PALI Regency

Abstract

This study investigates the implementation of digital marketing strategies in advancing regional tourism in Penukal Abab Lematang Ilir (PALI) Regency, with particular attention to the promotion of cultural and historical attractions such as Candi Bumi Ayu and the Regional Cultural Week (Pekan Kebudayaan Daerah). Employing a qualitative descriptive approach, data were gathered through interviews, field observations, and document analysis involving government representatives, local entrepreneurs, and community members. The findings indicate that digital marketing has become a pivotal instrument for strengthening the visibility and appeal of regional tourism, particularly through social media engagement, search engine optimization (SEO), and the production of compelling digital content. The local government, under the Department of Culture and Tourism, has effectively incorporated digital strategies into cultural promotion programs, fostering active community participation and encouraging youth involvement in online campaigns. Nonetheless, the study identifies persistent challenges, namely limited digital literacy, uneven technological infrastructure, and constrained resources which hinder optimal implementation. Overall, the research concludes that digital marketing significantly enhances tourism promotion and cultural preservation, positioning it as a strategic catalyst for sustainable regional development. The study offers theoretical and practical contributions to the fields of digital marketing and cultural tourism by demonstrating how localized digital strategies can drive innovation while preserving cultural authenticity in the digital age.