Peran Pemasaran Digital dalam Meningkatkan Kunjungan Wisatawan ke Objek Wisata Trekking di Bukit Lawang

Abstract

Technological advancements have played a significant role in changing how people plan, access, and experience travel. While the number of tourist visitors to North Sumatra in 2023 experienced a decline, possibly due to external factors, there has been a significant increase in tourist visits to Bukit Lawang for trekking activities since the implementation of an international tourism marketing program in 2022. The aim of this research is to analyze the efforts made by tourism managers in digitizing tourism development to increase tourist visits to Bukit Lawang and to examine the impact of digital tourism on the increase in visits to the tourist attraction in Bukit Lawang. This research utilized a qualitative method with a phenomenological approach, collecting data through in-depth interviews and direct observations at the Trekking Tourism Object of Bukit Lawang. The results of the study indicate that the efforts made by tourism managers in digitizing tourism marketing have successfully increased tourist visits to Bukit Lawang. The implementation of this program has been successful, evidenced by international marketing activities fully supported by the government. Additionally, the active role of hotel and restaurant entrepreneurs in Bukit Lawang in attracting tourists through Websites and social media has also significantly contributed to the increase in tourist visits, especially to trekking sites. This is evidenced by the increase in visits by foreign tourists to the trekking tourist attraction from 5,466 in 2022 to 16,739 in 2023, demonstrating the successful implementation of digital marketing through Websites and international activities conducted in the Bukit Lawang trekking area in 2022 and 2023. However, there has been a decrease in local community interest in trekking, from 7,419 in 2022 to 5,153 in 2023, due to the lack of interest among local residents in trekking. Local residents are more interested in visiting the Bukit Lawang river tourist attraction.