STRATEGI OPTIMALISASI WEBSITE BPOLBF SEBAGAI MEDIA PEMASARAN DIGITAL DESTINASI

Authors

  • Hasan Sobirin Program Studi Perencanaan dan Pengembangan Pariwisata, Politeknik Pariwisata Medan, Deli Serdang, Indonesia
  • Emrizal Program Studi Perencanaan dan Pengembangan Pariwisata, Politeknik Pariwisata Medan, Deli Serdang, Indonesia
  • Dewi Yanti Program Studi Destinasi Pariwisata, Politeknik Pariwisata Medan, Deli Serdang, Indonesia

Keywords:

Destination Digital Marketing, Importance Performance Analysis, Tourism Website, WebQual 4.0

Abstract

A website is one of the primary platforms for destination digital marketing, playing an essential role in building a destination image, enhancing user engagement, and supporting tourism promotion. As the management authority of one of Indonesia's Super Priority Tourism Destinations, the Labuan Bajo Flores Tourism Authority (BPOLBF) must ensure that its official website functions effectively as a digital marketing platform. This study aims to evaluate the quality of the BPOLBF website using WebQual 4.0 and Importance Performance Analysis (IPA), and to formulate website optimization strategies to improve the effectiveness of digital promotion for the Labuan Bajo Flores destination. A mixed method was employed, with data collected through questionnaires administered to 35 website users, direct observation, and in-depth interviews with two website development experts. Qualitative data were analyzed using thematic analysis, while quantitative data were analyzed using descriptive statistics in SPSS version 22 to measure the performance and importance of website attributes across the dimensions of usability, information quality, and service interaction quality. Importance Performance Analysis (IPA) was subsequently applied to identify priority attributes for improvement. The findings indicate that the BPOLBF website achieved a satisfactory level of quality; however, gaps remain between users' expectations and the website's performance, particularly in navigation, visual appearance, user experience, functionality, and information presentation. Website optimization should therefore focus on strengthening user experience, destination branding, content marketing, and user engagement to enhance the

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Published

2026-09-27

How to Cite

Sobirin, H., Emrizal, & Yanti, D. (2026). STRATEGI OPTIMALISASI WEBSITE BPOLBF SEBAGAI MEDIA PEMASARAN DIGITAL DESTINASI . Jurnal Pariwisata Tawangmangu, 4(3), 477–491. Retrieved from https://journal.bukitpengharapan.ac.id/index.php/JUPARITA/article/view/1203

Issue

Vol. 4 No. 3 (2026): September 2026

Section

Articles

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Copyright (c) 2026 Hasan Sobirin, Emrizal, Dewi Yanti

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