Actor’s Role in Developing Creative Rural Tourism Marketing in the Digital Era: A Case Study in Ponggok, Central Java

Abstract

Digital marketing is the key to doing business, including in the context of rural tourism. Unfortunately, digital transformation in rural areas is tough due to lack of human resources knowledge and skill capital. To fill in the gap, this study explores further to what extent the efforts are made by local actors in developing creative marketing of rural tourism in the digital era, especially in developing countries like Indonesia. This research exploits a qualitative research design. Data collection is through in-depth interviews, observation, and documentation. The in-depth interviews are with four actors working directly and indirectly in developing rural tourism and using information technology media. These findings reveal that the actor's efforts in developing creative marketing of rural tourism in the digital era are augmenting digital literacy, boosting market demand and uniqueness/authenticity, and elevating the availability of internet network infrastructure.