A’WOT-Based Management Strategies for Eliminating Illegal Levies in Pelaruga Nature Tourism

Abstract

This study examines the impact of digital marketing strategies particularly social media engagement, content quality, and brand interaction on the online purchasing decisions of Indonesian consumers. The rapid expansion of digital platforms has reshaped how brands communicate with audiences, requiring businesses to optimize their online presence to maintain competitiveness. This research identifies the key digital marketing components that significantly influence consumer interest and purchase intention, highlighting the role of interactive features, personalized messaging, and visual consistency in shaping consumer trust. Using an integrative review of recent international and national studies published after 2017, this paper synthesizes empirical evidence to map the relationship between digital marketing variables and behavioral responses. The findings indicate that inadequate coordination among stakeholders, limited regulatory enforcement, and the absence of transparent management systems contribute significantly to the persistence of illegal levies. Furthermore, these practices negatively affect tourist trust, destination image, and the long-term sustainability of tourism activities.. This study provides a conceptual framework that can guide marketers in designing more effective digital strategies aligned with consumer expectations. The results also contribute to the broader understanding of sustainable tourism governance in emerging ecotourism destinations, offering insights for future research and policy development.