UNBI Business Administration Students Conduct Field Learning Practices at Nuanu Creative City, Focusing on Future Tourism Digital Marketing Strategies

Tabanan - As part of strengthening practice-based learning, students of the Business Administration Study Program at Bali International University (UNBI) carried out Field Learning Practices (PBL) activities at Nuanu Creative City, a creative economy area that carries the concept of sustainable tourism in Bali.

The activity, which was attended by 16 students, raised the theme "Designing Digital Marketing Strategies for Future Tourism Destinations in Student Field Practices". The theme was chosen as a response to the dynamics of digital transformation that are increasingly affecting the tourism industry.

PBL was carried out for approximately three hours, from 17.00 to 20.00 WITA. In this activity, students not only act as observers, but are also actively involved in the experiential learning process. Students identified the digital potential of the destination, analyzed social media content, and developed recommendations for data-based digital marketing strategies.

The Coordinator of the Bali International University Business Administration Study Program, Dewa Gde Yoga Permana, S.E., M.M., said in his statement that the selection of Nuanu Creative City as the location of the activity was based on its innovative and future-oriented characteristics.

"Nuanu Creative City is a representation of a future tourism destination that integrates art, technology, and sustainability. Through this activity, students not only understand the concept, but are also challenged to design digital marketing strategies that are innovative, measurable, and relevant to global trends," he said.

During the activity, students conducted direct observations in the field, interviews with managers, and focus group discussions. The result of this activity is a digital marketing strategy design that includes strengthening digital branding and destination storytelling, search engine optimization, utilization of user-generated content, and measurement of digital marketing performance through indicators such as engagement rate, reach, and conversion.

Through this PBL activity, the Bali International University Business Administration Study Program emphasizes its commitment to presenting a learning process that is applicable, contextual, and in line with industry needs. This activity is expected to be able to improve student competence, especially in responding to the development of digitalization in the tourism sector.

As an adaptive, innovative, and globally oriented educational institution, Bali International University continues to encourage students to develop analytical, creative, and strategic skills through hands-on learning experiences in the field.