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This study aims to analyze the marketing strategy implemented by the Ngurah Rai Taxi Transportation Cooperative in responding to competition in the transportation industry in the digital era. Unlike application-based transportation companies, Ngurah Rai Taxi is a local transportation service provider that does not use a booking application, but instead relies on direct marketing activities at Ngurah Rai International Airport and the use of social media as a marketing communication tool. This study employs a descriptive qualitative approach, with data collected through in-depth interviews, field observations, and documentation. The research informants consist of an operational manager, field staff, a social media administrator, and taxi drivers. The findings indicate that the marketing strategy of Ngurah Rai Taxi emphasizes personal interaction, trust, and its image as an official airport taxi. Analysis using the AIDA model shows that consumer attention and interest are built through physical presence in the airport arrival area and direct communication, while desire and action are influenced by factors such as safety, fare certainty, and service comfort. This study confirms that direct service-based marketing strategies remain relevant and competitive within the context of Bali’s tourism market.

This study aims to present a comprehensive bibliometric analysis of Intellectual Quotient (IQ), Emotional Quotient (EQ), and Spiritual Quotient (SQ) in an academic context, particularly focusing on the role of lecturers. Using bibliometric methods. The data for this study came from 300 English-language scientific articles published in 2023 from the Scopus and Google Scholar databases. The analysis was carried out using keyword co-occurrence techniques, overlay visualization, density visualization, and author collaboration networks. The findings show that there is a strong focus on developing conceptual frameworks and reviewing literature related to IQ, EQ, and SQ, indicating an effort to understand the integration of these three intelligences as the foundation for human resource development in higher education. However, several keywords were also found to be thematically irrelevant, suggesting challenges in data filtering or uniqueness of terminology between disciplines. Collaborative networks between authors tend to be fragmented, indicating the potential for fostering broader collaboration. The implications of this study theoretically reinforce the need for the integration of IQ, EQ, and SQ in understanding holistic intelligence, while practically encouraging higher education institutions to design lecturer development programs that balance these three aspects of intelligence to form superior character and performance