AI-Assisted Website Development and Digital Marketing Capability in Rural Tourism

Egintinus Danggur; Ananta Budhi Danurdara

doi:10.32535/ijabim.v11i1.5123

AI-Assisted Website Development and Digital Marketing Capability in Rural Tourism

Egintinus Danggur, Ananta Budhi Danurdara

Abstract

Digital tools increasingly shape destination marketing, but their adoption does not necessarily produce an enduring organizational capability. This article examines how an artificial intelligence-assisted website reorganized destination information in Liang Ndara Tourism Village, Indonesia. The study uses a documentary single-case design, analyzing the 2026 project report, website architecture, attraction inventory, development records, and village visitor registers for 2023–2026. Evidence was classified by whether it documented a digital asset, initial organizational use, or repeated information-management practices. The project consolidated attractions, activities, products, accommodation, and contact details in a destination website. Development records also describe introductory administrator coaching. The documents do not establish regular independent content maintenance or any causal change in tourist arrivals. These findings distinguish digital asset production from the organizational routines required to sustain marketing capability. They extend a dynamic-capabilities perspective by locating the decisive transition in recurring editorial responsibilities and the verification of destination information, rather than in the acquisition of an AI-enabled tool alone.

Keywords

Artificial Intelligence; Digital Marketing Capability; Digital Tourism; Information Governance; Rural Tourism; Website Development

Full Text:

PDF

References

Agag, G., Yousaf, A., Mishra, A., & Amin, I. (2025). How and when do marketing analytics pay off in the travel and tourism industry? The role of marketing agility and fit perspective. International Journal of Hospitality Management, 126, 104060. https://doi.org/10.1016/j.ijhm.2024.104060

Ariawaty, R. N., & Avianty, R. (2025). Workforce skills and SME competitiveness in Indonesia: The mediating role of digital adoption depth. International Journal of Applied Business and International Management, 10(3). https://doi.org/10.32535/ijabim.v10i3.4814

BPS-Statistics of Manggarai Barat Regency. (2025). Kabupaten Manggarai Barat dalam angka 2025 [West Manggarai Regency in figures 2025]. https://manggaraibaratkab.bps.go.id/id/publication/2025/02/28/0433a3585521caae418dc4ee/kabupaten-manggarai-barat-dalam-angka-2025.html

Branch, R. M. (2009). Instructional design: The ADDIE approach. Springer. https://doi.org/10.1007/978-0-387-09506-6

Chang, K.-Y. (2025). When travel agencies entrust AI with data: The role of knowledge-based dynamic capabilities in marketing innovation. Journal of Travel & Tourism Marketing, 42(6), 864–879. https://doi.org/10.1080/10548408.2025.2523766

Danurdara, A. B., Masatip, A., & Ridwan, M. (2026). Digital visibility and planning capacity as asymmetric drivers of uneven tourism development. Tourism Planning & Development. https://doi.org/10.1080/21568316.2026.2702415

?en Demir, ?., & Demir, M. (2025). Driving AI-enabled transformation in small and medium tourism enterprises: The strategic and investment roles of decision makers. Tourism Management Perspectives. https://doi.org/10.1016/j.tmp.2025.101428

Fatah, D. A., Suzanti, I. O., Ifandia, A. M., Negara, Y. D. P., & Mufarroha, F. A. (2024). Development of a tourist destination object search application as a Madura tourism information media using ADDIE model. Journal of Information Systems and Informatics, 6(1), 453–463. https://doi.org/10.51519/journalisi.v6i1.685

Firdaussiah, S. N., Sutjipto, M. R., & Hidayat, S. (2025). Optimizing company resources for sustainable competitive advantage: The mediating role of digital transformation in Indonesian MSMEs. International Journal of Applied Business and International Management. https://ejournal.aibpmjournals.com/index.php/IJABIM/article/view/4524

Florido-Benítez, L., & del Alcázar Martínez, B. (2024). How artificial intelligence (AI) is powering new tourism marketing and the future agenda for smart tourist destinations. Electronics, 13(21), 4151. https://doi.org/10.3390/electronics13214151

Hninn, P. P., Choong, Y.-O., & Seow, A. N. (2025). Navigating challenges: How flexibility, digital transformation, and value creation drive resilience in tourism SMEs. Advances in Hospitality and Tourism Research, 13(4). https://doi.org/10.30519/ahtr.1537391

Hsu, C. H. C., Tan, G., & Stantic, B. (2024). A fine-tuned tourism-specific generative AI concept. Annals of Tourism Research, 104, 103723. https://doi.org/10.1016/j.annals.2023.103723

Huynh, D. V., Stangl, B., & Tran, D. T. (2023). Digitalization of information provided by destination marketing organizations in developing regions: The case of Vietnamese Mekong Delta. European Journal of Innovation Management, 28(2), 324–350. https://doi.org/10.1108/EJIM-06-2022-0334

Khan, U., & Khan, K. A. (2024). Generative artificial intelligence (GAI) in hospitality and tourism marketing: Perceptions, risks, benefits, and policy implications. Journal of Global Hospitality and Tourism, 3(1), 62–77. https://doi.org/10.5038/2771-5957.3.1.1046

Li, L., & Guan, Y. (2025). Conceptual model and empirical measurement of dynamic capabilities in small and micro tourism enterprises under the context of digital transformation. SAGE Open, 15(3). https://doi.org/10.1177/21582440251367646

Ribek, P. K., Anggraini, N. P. N., & Atmaja, V. A. D. (2026). Coffee agrotourism revisit intention: Experiential marketing, e-WOM, and brand image. International Journal of Applied Business and International Management, 11(2). https://www.ejournal.aibpmjournals.com/index.php/IJABIM/article/view/4656

Rifani, S. K., Arif, N. F., Wijaya, R. S., & Rahman, F. H. (2025). The impact of digital marketing, market orientation, entrepreneurial competencies, and entrepreneurship characteristics on the fashion MSMEs performance in Yogyakarta. International Journal of Applied Business and International Management, 10(1), 84–102. https://ejournal.aibpmjournals.com/index.php/IJABIM/article/view/3879

Seow, A. N., Choong, Y. O., Low, M. P., Ismail, N. H., & Choong, C. K. (2024). Building tourism SMEs’ business resilience through adaptive capability, supply chain collaboration and strategic human resource. Journal of Contingencies and Crisis Management, 32(2), e12564. https://doi.org/10.1111/1468-5973.12564

Sharma, A., & Sharma, S. (2024). Adoption of digital marketing in tourism SMEs: A review and research agenda. Management Research Review, 47(7), 1077–1095. https://doi.org/10.1108/MRR-08-2021-0597

Tamau, F., Santoso, S. H., & Therok, F. A. (2026). Dynamic capabilities and strategic adaptation of tourism MSMEs in the Bunaken area: The mediating role of digital transformation. International Journal of Management Science and Information Technology, 6(2), 2352–2363. https://doi.org/10.35870/ijmsit.v6i2.8475

Teece, D. J. (2007). Explicating dynamic capabilities: The nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28(13), 1319–1350. https://doi.org/10.1002/smj.640

Vial, G. (2019). Understanding digital transformation: A review and a research agenda. Journal of Strategic Information Systems, 28(2), 118–144. https://doi.org/10.1016/j.jsis.2019.01.003

Wang, S., & Zhang, H. (2025). Promoting sustainable development goals through generative artificial intelligence in the digital supply chain: Insights from Chinese tourism SMEs. Sustainable Development. https://doi.org/10.1002/sd.3152

Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE.

Zhang, Y., & Prebensen, N. K. (2024). Co-creating with ChatGPT for tourism marketing materials. Annals of Tourism Research Empirical Insights, 5(1), 100124. https://doi.org/10.1016/j.annale.2024.100124

DOI: https://doi.org/10.32535/ijabim.v11i1.5123