Analysis of local heritage tourism development strategy in Indonesia: Case study in Purbayan Village

Abstract

One of the tourist villages affected by the pandemic is Purbayan Village. As a historical and cultural heritage site with many historic buildings, Purbayan Village has become a tourist attraction in the Special Region of Yogyakarta. This study analyses the strategy for developing local heritage tourism through digital marketing to increase post-pandemic tourist visits to Purbayan Village. This study uses a qualitative descriptive methodology. Documentation and in-depth interviews with tourism managers in Kampung Purbayan, Yogyakarta Special Region, Indonesia, were used as data collection techniques. Based on the study findings, tourism managers need to develop marketing tactics that use digital technology through digital marketing strategies. Tourists can easily access information about Purbayan Village by developing a Destination Management System integrated with the official website and social media, from preparing tourists for tours to booking tourist facilities and services. In addition, local heritage tourism can directly influence word-of-mouth marketing, with the quality and local authenticity of tourism substantially influencing promotion, quality, satisfaction, and loyalty. Overall, future research is important, considering practical insights and recommendations for policymakers and tourism practitioners and involving local communities in developing local heritage tourism, especially in rural areas.