Evaluating website performance as a digital awareness tool for cultural festivals: A google analytics study of festival Golo Koe

Fitri Ciptosari; Engelbertus Vione; Teddy Halim

Authors

Fitri Ciptosari International Marketing Management, Politeknik eLBajo Commodus https://orcid.org/0009-0004-9665-5358
Engelbertus Vione Labuan Bajo Flores Tourism Authority, Ministry of Tourism of the Republic of Indonesia
Teddy Halim International Marketing Management Program, Politeknik eLBajo Commodus

Keywords:

Digital Awareness, Cultural Festival, Website Performance, Google Analytics, Digital Tourism Marketing, User Experience

Abstract

The development of digital technology has transformed the way cultural festivals communicate with potential visitors, positioning websites as strategic tools for building digital awareness. This study aims to evaluate the performance of the Golo Koe Festival website as a digital awareness tool for a cultural festival using Google Analytics data. A descriptive quantitative approach with a case study method was employed. The research analyzed website traffic performance, top pages, traffic sources, and audience demographics based on Google Analytics data collected from 1 June to 31 August 2025. The findings indicate that the website effectively functions as an initial touchpoint by attracting a high proportion of new users, primarily through organic search and social media referrals. However, relatively low engagement time and a high bounce rate on the homepage suggest limited user interaction and suboptimal user experience. Demographic analysis shows that the audience is predominantly domestic, particularly from Eastern Indonesia and major urban areas, while international visitors remain limited but indicate potential for global market development. This study concludes that although the Golo Koe Festival website plays a significant role in expanding digital visibility and awareness, its effectiveness can be enhanced through improved user experience design, clearer call-to-action elements, and content strategies tailored to audience segmentation. The findings provide practical insights for festival organizers in optimizing data-driven digital promotion strategies to support sustainable cultural tourism development.

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References

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