STRATEGI KOMUNIKASI PEMASARAN KUTA MANDALIKA SEBAGAI DESTINASI DIGITAL NOMAD DALAM PERSPEKTIF REGULASI KEIMIGRASIAN

Dila Ariyogi; I Gede Angga Permana

doi:10.47492/jrt.v5i3.4088

Dila Ariyogi Sekolah TInggi Pariwisata Mataram
I Gede Angga Permana Sekolah TInggi Pariwisata Mataram

DOI: https://doi.org/10.47492/jrt.v5i3.4088

Keywords: Digital Nomad, Kuta Mandalika, Marketing Communication, Immigration Regulation.

Abstract

This study analyzes the marketing communication strategies used to brand Kuta Mandalika as a digital nomad destination and evaluates them against Indonesian immigration regulations. As part of the Mandalika Special Economic Zone (KEK), Kuta has seen a surge in remote workers. Using a qualitative descriptive method, this research investigates how tourism stakeholders promote the "work-from-beach" lifestyle and whether these narratives align with the legal requirements of stay permits, particularly the "Golden Visa" and "Second Home Visa" policies. The findings suggest a discrepancy where marketing narratives emphasize unrestricted mobility and ease of access, often overshadowing the crucial information regarding legal compliance for foreign workers. This gap potentially exposes tourists to immigration violations and creates challenges for local law enforcement. The study recommends an integrated marketing communication model that incorporates legal education to ensure sustainable and legally compliant tourism.

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