Digital Marketing Strategies for Religious Tourism Packages Through Instagram: A Case Study of CV. Mahkota Borobudur
DOI:
https://doi.org/10.64538/strategish.v1i2.85Keywords:
Borobudur Temple, digital marketing , Instagram , religious tourismAbstract
This study investigates the digital marketing strategies implemented by CV. Mahkota Borobudur for promoting religious tourism packages through Instagram, focusing on its impact on brand visibility and tourist attraction. Using a qualitative approach, data was collected through in-depth interviews with company stakeholders and systematic content analysis of Instagram posts during 2021-2024. The research reveals that the company successfully utilizes visually appealing content, strong storytelling narratives, and active community engagement to build emotional connections with audiences. Key findings demonstrate that Instagram serves as an effective platform for showcasing the spiritual and cultural values of Borobudur Temple experiences, with engagement rates exceeding industry benchmarks by 52%. However, challenges include limited human resources and promotional budget constraints that hinder further development. The study contributes to understanding digital marketing effectiveness in religious tourism, particularly for UNESCO World Heritage Sites. Results indicate that social media integration with local stakeholder collaboration enhances authentic tourism experiences while supporting sustainable community development. This research provides insights for digital marketing practices in the tourism industry and serves as a reference for developing innovative strategies in heritage tourism marketing. The implications suggest that destination marketing organizations should invest in comprehensive social media strategies to leverage the growing religious tourism market, which is projected to reach USD 18 billion by 2030.
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