MEJORA DE LA PERCEPCIÓN DEL TURISTA: COMPARACIÓN DE PLATAFORMAS DE INFORMACIÓN Y GESTIÓN PARA EL DESARROLLO DE MARCAS TURÍSTICAS EN BALI Y YOGYAKARTA

Abstract

Objective: This research aims to compare tourism management strategies and destination branding in Bali and Yogyakarta, with a view to identifying different approaches and their impact on tourism development.   Theoretical Framework: This research is based on theories of destination branding and tourism management, including the Destination Marketing Organization (DMO) framework and sustainable tourism principles. These frameworks provide a basis for understanding the strategic differences between the two destinations.   Method: This comparative research utilized a mixed methods approach, combining secondary data analysis, an online survey, and an extensive literature review. Data was collected from various sources to gain diverse perspectives on tourism strategies in Bali and Yogyakarta.   Results and Discussion: The findings show that Bali strategically utilizes technology for global digital marketing through social media and online platforms, thus increasing its international appeal. In contrast, Yogyakarta focuses on using technology to drive personalized tourist interactions, emphasizing local environmental sustainability and community welfare. Both destinations also highlight cultural diversity, with Bali capitalizing on its cultural appeal and Yogyakarta prioritizing environmental sustainability. Influencers play an important role in disseminating tourism information, especially through social media, underscoring their power in shaping traveler perceptions.   Research Implications: The practical implications of this research suggest that stakeholders should tailor their tourism management and branding strategies to each destination's unique attributes to ensure sustainable growth and development. Insights from this research can inform the formulation of effective approaches that resonate with tourists and support long-term sustainability.   Originality/Value: This study contributes to the literature by offering a comparative analysis of two leading destinations in Indonesia, highlighting the role of technology and social media in tourism management. Its value lies in providing actionable insights for stakeholders to improve destination branding and achieve sustainable tourism development.