DIGITAL TRANSFORMATION IN THE DEVELOPMENT OF URBAN HOT WATER TOURISM: OPPORTUNITIES AND CHALLENGES
Abstract
The nature tourism of the hot springs is one of the potentials that can be said that the government has not received attention and has not been managed properly by the surrounding community. So, in the utilization of this tour can not be optimal because the sense of interest from visitors is very low. In addition, there is a problem related to hot springs on this tour, where the exact source of this hot water is not known. Then, it can be known after going through several observations that the soil surrounding the hot spring is peat soil. This is of course a problem in itself because this type of soil can make hot water contain mud so that it makes hot water easily cloudy. This study aims to analyze the opportunities and challenges of the hot springs in Juruh Hamlet with digital transformation efforts in tourism development to create and increase public interest in visiting the Juhur Hamlet hot springs. The method used during the development process consisted of several steps, namely surveys, observations, interviews, Forum Group Discussions (FGD), use of social media and digital marketing. The application of this method in the digital transformation of hot spring tourism is expected to help improve connectivity, information accessibility, and enable more efficient and sustainable management of these tourist destinations. The results obtained from this tourism development activity are in the form of tourism relocation through digital transformation namely the creation of supporting media including YouTube accounts and Google Maps accounts.
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