Sustainable Tourism and Digital Marketing in Increasing Tourist Visits to Tourism Destinations in Tanah Laut Regency, South Kalimantan Province

Abstract

This research aims to examine the development of the tourism sector in Tanah Laut Regency, especially regarding the real conditions of coastal tourist attractions (existing conditions). This research aims to analyze the weaknesses and advantages of each coastal tourist attraction from the perspective of sustainable tourism and marketing techniques. The main objective of this research is to examine sustainable tourism practices at the Takisung beach and Batakan beach tourist attractions in Tanah Laut Regency. The reason is that sustainable tourism is a tourism model that is able to harmonize the three aspects of economy, social and environment. This research uses a qualitative approach for the reason that it is adapted to the research objective, namely exploring new theories. Qualitative research is inductive (empirical observation) which begins with observation, identifying patterns, tentative hypotheses or propositions, and finally finding theory. The understanding of stakeholders, especially the Tanah Laut Regency Tourism Office, regarding the concept of sustainable tourism is still minimal. Failure to implement or practice sustainable tourism is caused by various environmental factors in strategic management, both internal and external environmental factors. Regarding marketing techniques, there is still minimal understanding so that promotional programs still use traditional leaflet print media which are inefficient and ineffective in reaching potential visitors.