Perancangan Model Pemasaran Eco-Spiritual Tourism Pura Goa Giri Putri Nusa Penida Kabupaten Klungkung melalui Sosial Media

Pura Goa Giri Putri is one of the spiritual tourism destinations located in Nusa Penida District, Klungkung Regency. This temple is situated at an altitude of approximately 150 meters above sea level and has a total length of about 262 meters. Pura Goa Giri Putri offers sacred spiritual value and unique natural features, yet it has not received optimal exposure in the digital realm. This study aims to design a marketing model for the eco-spiritual tourism of Pura Goa Giri Putri, Nusa Penida, Klungkung Regency, by utilizing social media as an effective promotional tool. A qualitative approach was employed in this research, with data collected through in-depth interviews with temple managers, tourism office representatives, community leaders, and tourists. The data collection techniques included participant observation, in-depth interviews, and documentation. Data analysis was conducted using a qualitative descriptive method supported by SWOT analysis. The findings reveal that the primary strengths of this tourist attraction lie in its spiritual significance and natural uniqueness within the Pura Goa Giri Putri cave. The main weakness is the limited digital promotion. Opportunities include the growing trend of spiritual tourism and the increasing use of social media, while the main threat is competition from other destinations that are more digitally prominent. Based on the SWOT analysis, a digital marketing strategy was formulated through social media, emphasizing the creation of strong visual and narrative content, collaboration with tourism influencers, and the optimization of platforms such as Instagram, YouTube, and TikTok. This marketing strategy in the form of a social media-based marketing model is expected to serve as a reference for promoting and marketing the existence of Eco-Spiritual Tourism at Pura Goa Giri Putri, especially in the island region of Nusa Penida.