TRANSFORMASI DIGITAL DALAM PENGEMBANGAN WISATA ALINIA PARK DHARMASRAYA

This study analyzes digital transformation in tourism development at Alinia Park Dharmasraya and identifies the constraints encountered during its implementation. Methods: A descriptive qualitative approach was used with five purposively selected informants: the Director, an Admin and Designer staff member, and three visitors. Data were collected through observation, semi-structured interviews, and documentation, then analyzed through data reduction, display, conclusion drawing, and verification. Source, technique, and time triangulation were used to strengthen credibility. Results: Digital promotion is the most developed area through Instagram, TikTok, Facebook, and WhatsApp. Digital services provide visitor information but ticket purchasing remains on-site and no integrated online ticketing is available. Digital management supports administration, documentation, communication, content production, and coordination, yet several processes remain manual and disconnected. The main constraints concern uneven employee digital skills, limited training and dedicated digital roles, device capacity and unstable internet access, and gradual financing for technology development. Novelty: The study presents an integrated destination-level view of promotion, service, management, and implementation constraints, showing that local tourism digitalization can progress unevenly across organizational functions.