An Empirical Study on the Artificial Intelligence Practices on the Digital Marketing Effectiveness within Tourism Village in Bali, Indonesia

Luh Komang Candra Dewi; Ida Bagus Udayana Putra; Suwigyo Widodo; Yudithia Yudithia; Augusto Soares

doi:10.56982/dream.v4i01.290

Authors

Luh Komang Candra Dewia Triatma Mulya University, Indonesia
Ida Bagus Udayana Putra Warmadewa University, Indonesia
Suwigyo Widodo Institute of Technology and Sains Mandala, Indonesia
Yudithia Yudithia Maritim Raja Ali Haji University, Indonesia
Augusto Soares Institute of Business (IoB), Timor Leste

DOI:

https://doi.org/10.56982/dream.v4i01.290

Keywords:

tourism village, digital marketing, artificial intelligence

Abstract

This empirical study examines the influence of artificial intelligence (AI) practices on the effectiveness of digital marketing within tourism villages in Bali, Indonesia. The research investigates how AI-powered tools and techniques—such as predictive analytics, recommendation systems, automated customer service, and content personalization—enhance marketing outcomes in these unique cultural destinations. Through a mixed-method approach combining surveys, interviews, and analysis of digital marketing performance metrics, data were collected from local tourism operators, marketers, and stakeholders. The findings demonstrate that the adoption of AI significantly improves audience targeting, engagement rates, and return on investment (ROI) for digital marketing efforts. Additionally, AI facilitates efficient resource allocation and provides actionable insights, enabling small tourism businesses to adapt to market dynamics and elevate their competitiveness in the global tourism industry. However, the study also highlights barriers to AI implementation, including financial constraints, technological literacy gaps, and the need to balance automation with preserving local cultural authenticity. This research provides valuable implications for policymakers and practitioners aiming to leverage AI for sustainable tourism development in Bali. It calls for collaborative efforts to enhance digital literacy and promote equitable access to AI technologies in rural tourism settings. Future research could explore the long-term societal and economic impacts of AI-driven marketing within the context of cultural tourism.

Downloads

Download data is not yet available.

Metrics

Metrics Loading ...

References

Gunawan, R., & Utomo, D. (2021). Tourism Villages as a Model for Sustainable Rural Development in Indonesia. Journal of Tourism Studies, 12(3), 45-56.

Ministry of Tourism and Creative Economy. (2022). Tourism Village Empowerment Program Report 2022. Jakarta: Ministry of Tourism and Creative Economy.

Santosa, A., & Hidayat, R. (2020). The Role of Tourism Villages in Promoting Ecotourism in Indonesia. Sustainability Journal, 9(2), 101-113.

Putra, A. R., Sukmawati, N., & Adnyana, I. W. (2020). The Role of Tourism Villages in Sustainable Tourism Development in Bali. Journal of Tourism and Heritage Studies, 15(2), 75-88.

Ministry of Tourism and Creative Economy. (2021). Annual Report on Desa Wisata Program in Indonesia. Jakarta: Ministry of Tourism and Creative Economy.

Wardana, I., & Dewi, K. P. (2022). Cultural Preservation in Bali’s Tourism Villages: Challenges and Opportunities. Bali Tourism Research Journal, 4(1), 50-63.

Russell, S., & Norvig, P. (2021). Artificial Intelligence: A Modern Approach (4th ed.). Pearson.

Chaffey, D., & Smith, P. R. (2022). Digital Marketing Excellence: Planning, Optimizing, and Integrating Online Marketing. Routledge.

Nguyen, T. H., Chen, J., & Lee, Y. (2020). AI Applications in Industry 4.0: Opportunities and Challenges. Journal of Artificial Intelligence Research and Development, 12(3), 45-62.

Kotler, P., Bowen, J. T., & Makens, J. C. (2021). Marketing for Hospitality and Tourism (8th ed.). Pearson.

Hidayat, T., Rahayu, S., & Nugroho, A. (2020). Enhancing Tourism Village Competitiveness through Digital Marketing: A Case Study in Indonesia. Journal of Tourism Research and Development, 6(2), 90-102.

Chaffey, D., & Smith, P. R. (2022). Digital Marketing Excellence: Planning, Optimizing, and Integrating Online Marketing. Routledge.

Turing, A. M. (1950). Computing Machinery and Intelligence. Mind, 59(236), 433-460. DOI: https://doi.org/10.1093/mind/LIX.236.433

Russell, S., & Norvig, P. (2021). Artificial Intelligence: A Modern Approach (4th ed.). Pearson.

LeCun, Y., Bengio, Y., & Hinton, G. (2015). Deep Learning. Nature, 521(7553), 436-444. DOI: https://doi.org/10.1038/nature14539

Latour, B. (2005). Reassembling the Social: An Introduction to Actor-Network-Theory. Oxford University Press. DOI: https://doi.org/10.1093/oso/9780199256044.001.0001

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340. DOI: https://doi.org/10.2307/249008

Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2013). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 16(3), 252-271. DOI: https://doi.org/10.1177/1094670511411703

Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology, 19, 123-205. DOI: https://doi.org/10.1016/S0065-2601(08)60214-2

Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. MIT Press.

Chaffey, D., & Smith, P. R. (2022). Digital Marketing Excellence: Planning, Optimizing, and Integrating Online Marketing. Routledge.

Jarek, K., & Mazurek, G. (2020). Artificial Intelligence in Digital Marketing: A Review. Marketing Review, 30(1), 15-28.

Davenport, T. H., Guha, A., Grewal, D., & Bressgott, T. (2020). How Artificial Intelligence Will Change the Future of Marketing. Journal of the Academy of Marketing Science, 48(1), 24-42.

Agus, A., Sari, N., & Hidayat, R. (2021). The Impact of Artificial Intelligence on Marketing Effectiveness: A Case Study of E-commerce. Journal of Business and Technology, 15(2), 57-72.

Chaffey, D., & Smith, P. R. (2022). Digital Marketing Excellence: Planning, Optimizing, and Integrating Online Marketing. Routledge.

Davenport, T. H., Guha, A., Grewal, D., & Bressgott, T. (2020). How Artificial Intelligence Will Change the Future of Marketing. Journal of the Academy of Marketing Science, 48(1), 24-42.

Jarek, K., & Mazurek, G. (2020). Artificial Intelligence in Digital Marketing: A Review. Marketing Review, 30(1), 15-28.

Agus, A., Sari, N., & Hidayat, R. (2021). The Impact of Artificial Intelligence on Marketing Effectiveness: A Case Study of E-commerce. Journal of Business and Technology, 15(2), 57-72.

Huang, M. H., & Rust, R. T. (2021). Artificial Intelligence in Service. Journal of Service Research, 24(3), 327-347.

Chaffey, D., & Smith, P. R. (2022). Digital Marketing Excellence: Planning, Optimizing, and Integrating Online Marketing. Routledge.

Hidayat, T., Rahayu, S., & Nugroho, A. (2020). Enhancing Tourism Village Competitiveness through Digital Marketing: A Case Study in Indonesia. Journal of Tourism Research and Development, 6(2), 90-102.

Jarek, K., & Mazurek, G. (2020). Artificial Intelligence in Digital Marketing: A Review. Marketing Review, 30(1), 15-28.

Gunawan, R., & Utomo, D. (2021). Tourism Villages as a Model for Sustainable Rural Development in Indonesia. Journal of Tourism Studies, 12(3), 45-56.

Chaffey, D., & Smith, P. R. (2022). Digital Marketing Excellence: Planning, Optimizing, and Integrating Online Marketing. Routledge.

Prabowo, A., & Wijaya, H. (2021). Community-Based Tourism for Business Sustainability in Tourism Villages: A Case Study from Indonesia. Journal of Sustainable Tourism Development, 10(1), 12-22.

Hidayat, T., Rahayu, S., & Nugroho, A. (2020). Enhancing Tourism Village Competitiveness through Digital Marketing: A Case Study in Indonesia. Journal of Tourism Research and Development, 6(2), 90-102.

Gunawan, R., & Utomo, D. (2021). Tourism Villages as a Model for Sustainable Rural Development in Indonesia. Journal of Tourism Studies, 12(3), 45-56.

Santosa, A., & Hidayat, R. (2020). The Role of Tourism Villages in Promoting Ecotourism in Indonesia. Sustainability Journal, 9(2), 101-113.

Chaffey, D., & Smith, P. R. (2022). Digital Marketing Excellence: Planning, Optimizing, and Integrating Online Marketing. Routledge. DOI: https://doi.org/10.4324/9781003009498

Davenport, T. H., Guha, A., Grewal, D., & Bressgott, T. (2020). How Artificial Intelligence Will Change the Future of Marketing. Journal of the Academy of Marketing Science, 48(1), 24-42. DOI: https://doi.org/10.1007/s11747-019-00696-0

Jarek, K., & Mazurek, G. (2020). Artificial Intelligence in Digital Marketing: A Review. Marketing Review, 30(1), 15-28.

Gunawan, R., & Utomo, D. (2021). Tourism Villages as a Model for Sustainable Rural Development in Indonesia. Journal of Tourism Studies, 12(3), 45-56.

Prabowo, A., & Wijaya, H. (2021). Community-Based Tourism for Business Sustainability in Tourism Villages: A Case Study from Indonesia. Journal of Sustainable Tourism Development, 10(1), 12-22.