UTILIZATION OF DIGITAL COMMUNICATION IN PROMOTION OF RIVERBANK TOUR DESTINATION AT MARABAHAN BARITO KUALA IN ERA 4.0

Barito Kuala Regency is mostly surrounded by rivers that many potentials for community economic development such as transportation, trading/purchasing places, places of goods release, production/nurseries, and also as a tourist destination. The development of tourist destinations along the Barito River in Marabahan is a special attraction with the headline "Susur Sungai Barito, Marabahan". the route begins from the Agun Al Anwar Mosque, Marabahan floating karamba behind the Rumpiang-Timbunan Batubara bridge on the Ulek Marabahan barge, as well as flat cracker tours. Potential tourism destination assets can be packaged by using digital marketing communications in the era of 4.0 along the Marabahan river. This research methodology uses a qualitative descriptive method, by providing an overview of the attractiveness of tourist destinations along the Marabahan river, research data can be obtained through observation, interviews, documentation related to program advantages of tourist destinations along the Marabahan river. The research results are expected to make a positive contribution to the government in developing centers of excellence for tourist destinations along the Marabahan river that can support the economy of the local community.