THE INFLUENCE OF DIGITAL MARKETING CAPABILITY AND SUSTAINABLE TOURISM KNOWLEDGE ON THE COMPETITIVENESS OF TOURISM VILLAGES: A STUDY ON MEMBERS OF THE TOURISM AWARENESS GROUP (POKDARWIS) IN TISTA VILLAGE, TABANAN REGENCY
Abstract
The development of digital technology and the demand for the implementation of sustainable tourism encourage tourist villages to improve their ability to utilize technology while developing knowledge about the principles of sustainability. Good digital marketing capabilities enable tourist villages to expand their promotional reach, increase interaction with tourists, and build a destination image, while sustainable tourism knowledge is needed to maintain a balance between economic, social, cultural, and environmental aspects. This study aims to analyze the influence of Digital Marketing Capability and sustainable tourism knowledge on the competitiveness of Tista Tourism Village, Tabanan Regency, both partially and simultaneously. This study uses a quantitative approach with an associative research design. The study population is members of the Tourism Awareness Group (Pokdarwis) of Tista Village, Tabanan Regency. Data collection was carried out through distributing questionnaires with a Likert scale, while data analysis used multiple linear regression analysis with the help of the Statistical Package for the Social Sciences (SPSS) program. Testing was carried out through validity tests, reliability tests, classical assumption tests, t-tests, F-tests, and coefficients of determination. The results of the study indicate that Digital Marketing Capability and sustainable tourism knowledge have a role in increasing the competitiveness of tourist villages. The ability to utilize digital media for marketing activities and an understanding of sustainable tourism principles can support the strengthening of the attractiveness, management quality, tourism product innovation, and sustainability of Tista Tourism Village. Simultaneously, these two variables contribute to increasing the competitiveness of the tourism village. This research implies that strengthening the digital capacity of Pokdarwis members needs to go hand in hand with increasing knowledge and application of sustainable tourism principles so that Tista Tourism Village can sustainably increase its competitiveness.