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

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.


Introduction
The tourist village of Kampung Purbayan is one of those affected by the pandemic.Furthermore, the people of Kampung Purbayan are heavily reliant on the tourism industry sector, which includes handicrafts, tourist lodging, and the creative economy.The reliance on visiting tourists motivates those in charge of historical heritage tourism in Kampung Purbayan, Yogyakarta, to make various efforts to attract tourists.Furthermore, the number of tourists has decreased during the pandemic [1].Despite being the most affected sector, the tourism industry needs to recover and improve after the pandemic.Following the pandemic, the tourism manager for Kampung Purbayan's historical heritage made numerous innovations and efforts to introduce tourism to tourists.According to data from the Regional Development Planning Agency for the Special Region of Yogyakarta, the number of tourist villages has increased during the 2018-2022 period (Table 1), with a total of 100 pilot villages [2].This means that tourist villages are an important part of the tourism industry.In the Special Region of Yogyakarta, Kampung Purbayan is a historical heritage and cultural heritage site with many buildings that have become tourist attractions (Figure 1) [3].Furthermore, Kampung Purbayan is one of the best tourist villages or kamwis in Yogyakarta and is in the top 100 of the Indonesian Tourism Village Award (ADWI) after competing against 3,419 other tourist villages in Indonesia [4,5].Most of the literature shows that adopting digital marketing for tourism development has a positive effect [7].Digital marketing via internet technology is an important factor for the tourism industry in influencing tourist choices [8].As a result, superior Internet Technology has enabled target markets to be reached via newer and more effective channels.The tourism industry, where customers have instant access to various information about the latest offers and the best prices, necessitates even more digital marketing [9].This condition is demonstrated by the promotion of tourism in a number of countries using creative content as a tourist attraction [10,11].[12,13].

Figure 1. Historic building tourism object in Purbayan Village
Efforts are still being made to attract tourists through the Tourism Awareness Group (Pokdarwis) in Purbayan village.In general, the number of Pokdarwis (Tourism Awareness Groups) in the Special Region of Yogyakarta increased from 14 in 2018 to 39 in 2022.This means that the village tourism sector is the primary concern to be developed in order to meet the target of seven million tourist visits by the end of 2022 [15].When it comes to tourist visits (see table 2), the year 2019 saw the most, and the years 2020-2021 saw a continued decline.It is expected to rise further in 2022 [2].Source: [6] Efforts to increase tourist visits are critical in developing marketing strategies that tourists can use to gather information.This is inextricably linked to the advancement of information technology, which is evolving as a process of adaptation and innovation [16].Digital marketing has been widely used as a promotional strategy in a variety of tourist attractions.Tourist interest and visits are influenced by digital marketing [17,18].Digital marketing is crucial in assisting with tourism promotion activities [19].The impact of digital marketing on tourism development is enormous [20].This paper will show how important encourages the tourism industry, including Kampung Purbayan, to focus on knowledge and skills in managing digital marketing.In the world of tourism, digital media is a viable option.Kampung Purbayan, a historical heritage tour with old buildings as the mainstay object, is unique among Yogyakarta's tourist villages.Of course, it will be interesting to see how the digital marketing strategy is used to increase tourist visits.Previous studies have discovered a link between political leadership and political economy [21].Several studies have found that the impact of entrepreneurial leadership on employee emotions, perceptions, and productivity is highly dependent on political skill [22].Zhang investigated the impact of authentic leadership and employee proactivity on business success [23].Political skills, according to Harvey, promote ethical employee behavior and other positive outcomes for business success [24].As a result, every businessperson requires political leadership to develop and improve their business performance [25].
Previous research has demonstrated the significance of developing digital marketing strategies that are integrated with the promotion of tourist destinations [26].SEO (Search Engine Optimization), SEM (Search Engine Marketing), sentiment analysis, textual analysis, location-based social media networks, remarketing and programmatic advertising, social advertising, influencer marketing, and E-WOM (internet word of mouth) are some of the most effective digital marketing techniques for the tourism industry [27].Furthermore, it is critical to provide tourism services that meet visitor expectations by prioritizing user convenience in receiving digital marketing [28][29][30].As a result of the emphasis on distinguishing features, tourism developers can align their marketing communications with the aspirations of tourists by developing, optimizing, and adapting their websites based on customer needs, as well as expanding the tourism industry's activities to other sectors of the world [31].
According to studies conducted in developing countries, the division of local tourism clusters in the adoption of digital marketing produces better results [32].Because of the ineffective use of digital technology in small tourism businesses.As a result, it is critical to situate digital marketing expertise and technology within the context of small and medium-sized tourism business operations [33].Furthermore, digital tourism marketing must be identified using the SWOT analysis in order to achieve a seamless relationship between the tourism industry's intellectual ability and consumers [34].As a result, digital tourism offers a significant competitive advantage that has a significant impact on marketing effectiveness [35].

Methodology
This study uses a qualitative descriptive approach to analyze strategies for developing local heritage tourism through digital marketing in increasing post-pandemic tourist visits to Purbayan Village.A review of the qualitative methods used in local heritage tourism development research finds various approaches and finds new alternative approaches [36].Primary data was obtained by conducting indepth interviews.The research informants came from Purbayan Village tourism managers, the Tourism Awareness Group (Pokdarwis), and Purbayan Village digital content literature.This information includes statements, posts, interpretations, and discussion of activities.Secondary data was obtained from the Literature Study to supplement the primary data.Data analysis techniques include data reduction, data presentation, and drawing conclusions [37].

Implementation of Digital Strategic Management
The implementation of digital strategic management in the management of the Kampung Purbayan tourist village in the process of preparing, implementing, and evaluating each decision is carried out on a regular basis.Managers continue to make efforts to attract awareness and interest during the planning process for highlighting content and tour packages.Kampung Purbayan, in particular, requires Human Resources (HR) who are skilled and literate in digital development.Digital media, content, and mobile advertising is becoming popular in digital marketing.As a result, tourism activists in Indonesia now have the opportunity to market their products digitally [19].
The primary strategy is implemented through collaboration on both offline and online activities.According to the informant, managers actively participate in every tourism event activity carried out by fellow tour managers and the government.The procedure will be publicized later in the news and on social media.Basically, technological advances, changes in consumer behavior, and company innovation all have a significant impact on a product's brand equity, particularly in the tourism sector, so introducing it to tourists is critical [38].Furthermore, Kampung Purbayan tourism is distinct from other tourist destinations.
To introduce tourists, Kampung Purbayan relies on complete and detailed information, not just presenting old buildings, photo spots, food, and more.However, managers must meet the demands of providing and imparting knowledge to tourists.One aspect that can provide an alternative in responding to technological developments and spreading this knowledge is digital marketing.That is, it is critical to put in place a strategy for developing human resources and publications in order to make an impression on tourists.When the process of planning and implementing the plan is completed, the evaluation process is complete [39].Evaluation of tourism activities has been carried out using digital interaction.Data on personalized digital interactions, viewing responses, and visits.This condition allows the management of the heritage tourism Village of Purbayan Village to act quickly.

Digital promotion strategy for heritage tourism Purbayan Village
The Kampung Tourism Purbayan management prioritizes online and offline facilities.Managers collaborate with tourism partners to introduce packages and provide access to information via social media and the web.Aside from Tourism Awareness Group (Pokdarwis), direct management of social and web media, as well as related government digital media.When conducting digital promotions in Purbayan, tourism managers must follow several steps.To begin, optimize the marketing mix as a promotion in tourism activities, which is a one-way flow of information to direct potential tourists or to actions that can create reciprocity or what we know as exchanges.
This step entails optimizing several digital platforms, both on social media and on the web.Second, every tourism-conscious activist, both community, managers, and tourists, must improve their digital interaction.Craftspeople and culinary business owners, for example, use personal and group social media to introduce and market their products.Furthermore, by sharing various moments of visiting the official Kampung Purbayan Instagram account, digital interactions on social media are optimized.This assumption implies that more and more digital interactions, such as video postings and photos, will provide more information and anticipation for potential tourists.

Word-of-mouth marketing strategy
The use of a word-of-mouth (WOM) strategy has a significant impact on visitor decisions and is naturally applied to tourists who have visited [40].In an offline setting, the Purbayan tourist attraction employs a cultural approach to "hospitality" in welcoming visitors.This situation is not dissimilar to implementing a digital WOM strategy (look figure 2), which includes the following steps: First, engage tourists on social media.This strategy is used to increase engagement by providing direct responses in the comment's column with complete information.The goal is for tourists looking for information to read and become more interested in visiting when they see the familiarity of the interaction.
Second, have content that is shared.Tourism managers' digital platforms (social media and websites) enable tourists to share content.In addition to hard-selling content, managers create content that appears to please customers by displaying videos, important information, and various tour packages that can be enjoyed.For example, on an Instagram account, tour managers frequently repost tourist visits to create a fun effect.The third strategy is the Key Opinion Leader (KOL) Strategy.Several people with extensive knowledge of historical sites are used in this strategy.The person in charge provides information that can persuade tourists.
In this case, social media managers prioritize posting the excitement of both domestic and foreign tourists, with the goal of making the best first impression.Fourth, be open to improvement suggestions.This strategy is critical when dealing with the volatile digital world.Managers are eager to receive various inputs in developing Kampung Purbayan tourism so that visitors will be interested and will invite others to visit.Several features on social media and the web can provide feedback for development.The manager provides contact information ranging from phone numbers to e-mail addresses.

Purbayan heritage tourism village E-destinations development
In order to provide convenience innovations to tourists, digital marketing heavily relies on integrated connectivity.Creating a destination management system (DMS) to integrate all tourism supplies at travel destinations.DMS's ability to integrate all stakeholders demonstrates its contribution to strategic management and marketing.DMS provides innovative information and makes ordering systems easier [41].Including providing tourists with various information in order for them to obtain easy information and the benefits of these tourist attractions.
The use of DMS in the Heritage Village tourism object in Purbayan benefits tourists by providing connectivity and accessibility.Various important information is displayed on the e-tourism site www.kampungwisatapurbayan.com, ranging from historical sites to souvenirs to culture and others.As a result, e-tourism has principles that are consistent with its application, namely increasing tourism development [42].There are four prerequisites for e-tourism: ICT (Information and Communication Technologies), Tourism, and Business, as well as government support.In Kampung Purbayan, these fourth elements provide support.An advantage in attracting tourists is integrated ICT with various digital connectivity.Kampung Purbayan's business development includes not only tourism in the form of history, but also various models of introducing a culture that allows visitors to participate, such as making crafts, culinary, and events.To carry out promotions, this process will rely on digital.
There are two concerns in the development of the marketing process's digitalization.First and foremost, web development in Kampung Purbayan is required.The main strategy for web development to support E-Destinations is to display visitor reviews for educational, historical, cultural, selfie, and shopping tours.It is critical to create an integrated, efficient mechanism for tourists to obtain amenities such as lodging, transportation, and nearby tourist attractions.To influence consideration and retrieve information about preferences, information on the website must take the interest and participation of IOP Publishing doi:10.1088/1755-1315/1352/1/0121066 tourists.Second, social media is an area that must be developed and monitored.Even though they actively make stories on Instagram and YouTube, the number of followers remains relatively low (see table 3).When compared to YouTube channels with few posts.It is critical for Kampung Purbayan social media manager to plan messages, not only in photos and videos but also in the language used.The language used is very informative, which is the main draw for media users looking for the most recent information.A strategy for using language to pique people's interest is something that needs to be worked on.The intention to post both important photos and videos reveals intriguing uniqueness.Social media optimization is critical for digital marketing.Informative, interactive, and interesting elements must be developed.

Implications
The application of digital strategic management in tourist heritage has consequences for destination development and promotion.By addressing concerns such as carrying capacity, visitor experience, and stakeholder participation, digital solutions can assist in maximizing tourism development.Using digital techniques and platforms in the local heritage environment can improve the quality of destinations and encourage visitors to participate actively.However, some logic impeding digital transformation in cultural heritage, such as local heritage Purbayan, must be acknowledged and addressed.Smart governance is required to implement digital initiatives properly, and local culture tourist growth necessitates technical elements and smart methods.A business model innovation implication has been presented for cultural heritage sites that use digital technologies to enhance the visitor experience.Purbayan Village's local heritage site can benefit from digital promotion tactics.Some suggestions for marketing heritage sites include increasing visitor happiness through narrative, developing experiences, and utilizing long-term marketing techniques.Digital workflows can also be utilized to understand better, promote, and assist in protecting the Purbayan Village cultural site, but there are ethical and technological issues to consider.It is critical to recognize the role of the public and the community in protecting Purbayan Village's cultural heritage and promoting heritage registration among the general public.Evaluating the ramifications of global brand marketing against a local marketing plan is critical when executing a digital marketing strategy.
Word-of-mouth marketing can be a powerful tool for optimizing tourist destination marketing.Cultural heritage tourism can directly impact word-of-mouth marketing, with tourism local quality and authenticity strongly influencing promotion, quality, satisfaction, and loyalty.A study on tourism local heritage found that word-of-mouth marketing indirectly affects satisfaction, and perceived value, destination image, and language divergence can also impact word-of-mouth marketing.Therefore, local heritage tourism can benefit from a well-planned word-of-mouth marketing strategy that considers the quality and authenticity of tourism local and other factors that can impact tourist satisfaction and loyalty.Local heritage tourism could influence the establishment of e-destinations in Purbayan Village.Several studies have investigated the impact of local heritage tourism on long-term community development, health and well-being, and community empowerment.Local heritage tourism is an important type of tourist development required for most countries and areas that wish to achieve heritage conservation by utilizing heritage sites for tourism purposes.It is recommended that national regulations that control the protection of local resources and biodiversity within an integrated framework be developed to ensure the sustainability of local heritage Purbayan Village through eco-tourism.Local governments can also experiment with thematic communities to accommodate increased tourist demand.

Conclusion
The application of digital management strategies to local tourism heritage has implications for the creation and promotion of destinations.By addressing issues such as carrying capacity, tourism experience, and stakeholder participation, digital solutions can help develop local historical tourism in Purbayan Village.Local cultural heritage sites can benefit from internet advertising strategies.Tourists can easily access information about Purbayan Village through the integration of the Destination Management System (DMS) into the official website and social media.Cultural heritage tourism can directly influence word-of-mouth marketing, with the quality and local authenticity of tourism substantially influencing promotion, quality, satisfaction, and loyalty.It is recommended that regional regulations be drawn up that regulate the conservation of local resources in an integrated manner to ensure the preservation of the local history of Purbayan Village through ecotourism.The local government can also involve the community and community participation in maintaining, accommodating, and promoting cultural heritage in Purbayan Village.

Figure 2 .
Figure 2. Implementation of digital WOM strategy.

Table 1 .
Data on tourism clusters Yogyakarta.

Table 2 .
Tourist visit data.

Table 3 .
Social media interaction.