Analysis of the Influence of Digital Promotion and Physical Accessibility on Economic Sustainability of Tourism in Sambori Village
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Abstract
Purpose: This study is intended to empirically examine the impact of digital promotion and physical accessibility on the sustainability of the tourism economy in Sambori Village, Lambitu District, Bima Regency. This study highlights how limited road infrastructure, lack of public transportation, and lack of coordination of digital strategies hinder the optimization of the natural and cultural potential of villages to strengthen the local community's economy.
Method: The study applied a quantitative approach with a causal associative design to uncover the causal relationship between the variables of digital promotion, physical accessibility, and tourism economic sustainability. Data collection was carried out through a Likert scale-based questionnaire that captured respondents' perceptions of physical access conditions, the effectiveness of digital promotions, and its application to tourism economic activities. Data analysis uses multiple linear regression to show the significance of the model and the magnitude of the influence of each independent variable.
Result: The findings of the study indicate that the regression model with two predictor variables showed very strong predictive power, with values R = 0.889 and R² = 0.790 at a significance level of p < 0.001. Partially, physical accessibility was the most dominant predictor of tourism economic sustainability (β = 0.584; p < 0.001), which underscores the crucial importance of road infrastructure, transportation, and supporting facilities. Digital promotion also has a significant impact, albeit with a lower magnitude (β = 0.353; p = 0.002), especially in expanding the exposure and attractiveness of tourist destinations.
Contribution: This research contains conceptual and empirical insights for rural tourism development through the affirmation of integration, increasing physical accessibility and strengthening digital promotion. The results show that infrastructure development is a key foundation in driving the tourism economy, while promoting digital functions as a catalyst for destination visibility and competitiveness. Therefore, this research provides an empirical basis for developing competitive, inclusive, sustainable tourism development strategies and policies, and focuses on improving the welfare of local communities in Sambori Village.
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Afriza, L. (2020). Pengelolaan desa wisata di provinsi jawa barat. 5(3), 306–315.
Agus, I. G., & Warmayana, K. (2018). Pemanfaatan Digital Marketing dalam Promosi Pariwisata pada Era Industri 4 . 0. 3.
Ali, H. (2025). Pengaruh Kualitas Produk , Reputasi Toko dan Pemasaran Digital Terhadap Keputusan Pembelian di Marketplace. 3(2), 124–135.
Arisandi, D., Nugraha, M., & Pradana, R. (2019). Pengaruh Penggunaan Social Media Terhadap Brand Awareness Pada Objek Wisata Di Kota Batam 2(1), 109–116.
Bima, K. (2023). Analisis Potensi Lanskap Bagi Pengembangan Wisata Desa Sambori Bima NTB. 4, 19–27.
Di, B., Palopo, K., & Palopo, I. (2024). Potensi pariwisata dalam mendorong ekonomi berkelanjutan di kota palopo.
Hartaman, N., Wahyuni, W., Nasrullah, N., Has, Y., Hukmi, R. A., Hidayat, W., & Ikhsan, A. A. I. (2021). Strategi Pemerintah Dalam Pengembangan Wisata Budaya Dan Kearifan Lokal Di Kabupaten Majene. Ganaya : Jurnal Ilmu Sosial Dan Humaniora, 4(2), 578–588. https://doi.org/10.37329/ganaya.v4i2.1334
Hidayat, F., & Riofita, H. (2024). Pengaruh Diskon Dan Promosi Terhadap Perilaku Pembelian Implusif Di Era Digital Pada Platform E-Commerce The Influence of Discounts and Promotions on Impulsive Purchasing Behavior in the Digital Era on E-Commerce Platforms. 7(11), 4196–4201. https://doi.org/10.56338/jks.v7i11.6400
Image, P. B., Persepsi, D. A. N., & Terhadap, H. (2024). Brand image ,. 5(2021), 71–84.
Isroissholikhah, W. O. (2022). EFEKTIVITAS CONTENT CREATOR DALAM STRATEGI. 2(1), 121–128.
Jurnal, J., Mea, I., & Dewi, I. C. (2022). Pengaruh Strategi Digital Marketing Desa Wisata ( Deswita ) Di Jawa Timur Jimea | Jurnal Ilmiah MEA ( Manajemen , Ekonomi , dan Akuntansi ). 6(2), 335–350.
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Maietti, F. (2023). Heritage Enhancement through Digital Tools for Sustainable Fruition — A Conceptual Framework.
Mei, N., & Sahabuddin, R. (2025). Analisis Pengaruh Brand Awareness dan Promosi Digital terhadap Keputusan Pembelian dengan Harga sebagai Pengaruh Modernisasi pada Mahasiswa Gen-Z di Universitas Negeri Makassar. 2(3), 388–398.
Noeryoko, M., & Khaldun, I. (2021). Development of ecotourism potential in Sambori Tribe , Bima , West Nusa Tenggara , Indonesia Results and Discussions. 4(1), 18–26.
Noeryoko, M., & Zulharman, Z. (2023). Analisis Potensi Lanskap Bagi Pengembangan Wisata Desa Sambori Bima NTB. DIKSI: Jurnal Kajian Pendidikan Dan Sosial, 4(1), 19–27. https://doi.org/10.53299/diksi.v4i1.261
Pambudi, A. S., Fikri Masteriarsa, M., Dwifebri, A., Wibowo, C., Amaliyah, I., Adhitya, D., & Ardana, K. (2020). Majalah Media Perencana Perkumpulan Perencana Pembangunan Indonesia Volume. Majalan Media Perencanaan, 1(1), 1–21.
Pemasaran, M., Tonda, F., Ali, H., & Khan, M. A. (2024). Pengaruh Promosi dan Online Customer Reviews Terhadap Keputusan Pembelian Melalui Minat Beli ( Literature Review. 2(3), 181–194.
Prihanta, W., Purwantia, E., & Muzzudin, M. (2022). Pendampingan Masyarakat dalam Pembentukan Desa Wisata Mandiri di Desa Kasian Kecamatan Tegalombo Kabupaten Pacitan Jawa Timur. Lumbung Inovasi: Jurnal Pengabdian Kepada Masyarakat, 7(4), 687–699. https://doi.org/10.36312/linov.v7i4.983
Rahmalia, F., & Fikriyah, K. (2025). Pengaruh Promosi dan Penggunaan Dompet Digital ( E-Wallet ) Go-Pay Terhadap Perilaku Konsumsi Islam Pada Masyarakat Muslim di Indonesia. 8, 358–374.
Retnowati, W. (2025). Pengaruh Promosi Digital dan Customer Experience Terhadap Keputusan Pembelian Pada Toko Baju Kafa Kids & Baby Shop Lombok Timur. 6(2), 202–208.
Safitri, D., Taufiq, A., & Ramdan, M. (2025). Komunikasi Pemasaran Digital Untuk Membangun Citra Dan Daya Tarik Desa Wisata Mekarlaksana Cikancung Kabupaten Bandung. Jurnal Lensa Mutiara Komunikasi, 9(1), 69–81. https://doi.org/10.51544/jlmk.v9i1.5917
Saputri, S. F., Sukoco, H., Farisi, H., Yuliana, A., & Andini, M. (2024). Pengaruh Promosi Media Sosial , Kualitas Produk , dan Harga terhadap Keputusan Pembelian ( Studi Kasus Toko Kue Keikeu ) The Influence of Social Media Promotion , Product Quality , and Price on Purchasing Decisions ( Case Study of Keikeu Cake Shop ). November, 6424–6434.
Strategi, I., Produk, P., Proses, D., Pembelian, K., Digital, M., & Saat, M. (2020). Implementasi strategi promosi produk dalam proses keputusan pembelian melalui digital marketing saat pandemi covid’19. 3, 23–31.
Sudirman, F. A., Ode, W., Sarma, D., Susilawaty, F. T., Oleo, U. H., Hijau, K., & Tridharma, B. (2020). Promosi Pariwisata Melalui Digital Diplomacy : Upaya Tourism Promotion Through Digital Diplomacy : 5(3), 174–185.
Suwarsito, S., Suyadi, A., Hidayah, A. N., & Mujahid, I. (2022). Strategi Pengembangan Agrowisata Berbasis Masyarakat di Desa Sambirata, Kecamatan Cilongok, Kabupaten Banyumas. Sainteks, 19(2), 231. https://doi.org/10.30595/sainteks.v19i2.15171
TAMARA, F. (2024). Potensi pariwisata dalam mendorong ekonomi berkelanjutan di kota palopo. Institut Agama Islam Negeri Palopo.
Widiana, I. W., Rendra, N. T., & Wulantari, N. W. (2019). Media Pembelajaran Puzzle Untuk Meningkatkan Hasil Pengetahuan Ipa. Indonesian Journal Of Educational Research and Review, 2(3), 354–362.