Omni Channel’s Preferences to Strengthen Tourism Villages as Ecotourism Destinations

Tourist villages are currently one of the attractive choices for domestic and foreign tourists. This is supported by the Minister of Tourism and Creative Economy, Sandiaga Salahuddin Uno, who encourages the development of the potential of tourism villages in Indonesia to improve the creative economy sector. The Ministry of Tourism and Creative Economy/Agency for Tourism and Creative Economy (Kemenparekraf/Baparekraf) held the 2021 Indonesian Tourism Village Award (ADWI) event. At the ADWI event, Alamendah tourism village, located in Rancabali District, Bandung Regency, West Java Province, won 2nd place in the category digital village. With a variety of potential tourist attractions owned by the Alamendah tourist village, Alamendah village is attractive for tourists to visit. In addition to being a tourist attraction, the Alamendah Tourism Village is already one step ahead in digital terms, where the Alamendah Tourism Village has implemented virtual tours and also an omnichannel marketing strategy to market Alamendah digitally. The purpose of this study was to provide assistance to managers and as an effort to improve omnichannel marketing strategies in the Alamendah tourism village. This research used a case study qualitative approach, where the data were taken from direct observations and in-depth interviews with managers and local communities from the Alamendah tourism village. Based on the results of interviews and observations that have been employed, it showed that the Alamendah tourism village has implemented omnichannel marketing even though there were still some obstacles experienced by the manager. With that, it is expected that this research can help the manager of Alamendah Tourism Village in maximizing its digital marketing strategy.