Chapter 16: Promoting a Buddhist Temple: Harnessing Online Platforms for Religious Tourism – The Case of Maha Vihara Buddha Maitreya Bali, Denpasar

This research is aimed at examining the potential of digital information technology to enhance religious tourism particularly on Vihara or Buddhist temples in Bali. Given the significant influence that information technology has on market communication, including the manner in which potential tourists search for information related to a tourism destination or tourist attraction, this study sought to assess the extent to which digital information technology can be leveraged to promote religious tourism. The current research focused on the utilisation of online platforms such as YouTube, Instagram, and the official website as promotional media to increase local and foreign tourist visits to the Vihara, as well as rising interest in religious tourism in the Denpasar area, Bali. This research employed a mixed-method descriptive approach, utilising interviews with several informants and questionnaires as data sources. The findings revealed that there is integration between the online platforms of the monastery, although there is still room for improvement in certain areas. Furthermore, the survey results indicate that the ability to take action in accordance with the AIDA model requires a significant investment of effort and commitment.