The Optimization of Digital Marketing Strategy for Tourist Destination in Ciliang Village, Pangandaran

This study aims to explore how digital marketing, especially marketing through social media, can optimize tourism activities in areas that have potential but have not been fully developed through marketing. This study uses a descriptive qualitative approach with an interview method that focuses on Ciliang Village, Pangandaran Regency. This village has a strong tourist attraction, but still needs marketing optimization to be able to reach a wider tourism market. The results of the study indicate that the strategic use of social media can increase the effectiveness of promotions, attract more tourist visits, and build closer relationships with visitors. In addition, digital marketing also allows managers to optimize the resources they have in increasing the competitiveness of destinations. This study provides practical implications for practitioners in the tourism industry of the research locus, tourism practitioners in general and policy makers to be able to utilize social media as an effective, efficient, measurable and sustainable marketing tool to help improve marketing performance.