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  2. VOL. 6 NOMOR 2 SEPTEMBER 2022 JPPM (Jurnal Pengabdian dan Pemberdayaan Masyarakat)
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Peningkatan Daya Saing Objek Wisata Berbasis Masyarakat melalui Strategi Digital Marketing

Indah Fatmawati, Agung Sulistyo

Abstract


Kemajuan teknologi informasi dalam satu dekade terakhir, menyadarkan masyarakat akan kebutuhan mobilitas dan wisata. Fenomena ini tidak hanya terjadi pada unsur pemerintah dan industri pendukung pariwisata saja, tetapi juga pada kekuatan ekonomi berbasis masyarakat seperti pengelolaan objek wisata. Munculnya pandemi covid-19 menyebabkan pembatasan pergerakan masyarakat serta penutupan beberapa objek wisata yang berakibat pada penurunan kunjungan wisatawan. Kampung Wisata Kauman, Tebing Breksi, Pantai Goa Cemara, Desa Wisata Jamu Kiringan, dan Desa Wisata Tinalah dengan segala keterbatasan pengelolaan, perlu melakukan usaha lain dalam menciptakan pariwisata berkelanjutan. Salah satu bentuk usaha yang dapat dilakukan adalah menjaga motivasi pengelolaan dan menciptakan inovasi strategi melalui pemasaran berbasis digital. Melalui pendekatan pemasaran berbasis digital, pengelola objek wisata dapat melakukan berbagai terobosan dalam kegiatan promosi. Tujuan kegiatan pengabdian ini diantaranya: memberikan pengetahuan dasar pentingnya pemasaran dalam pengelolaan objek wisata, memberikan pemahaman pentingnya kepuasan wisatawan, memberikan pengetahuan tentang digital branding, serta analisis dan pengembangan brand secara sederhana. Metode yang digunakan melalui pendampingan pemasaran berbasis digital, dan disampaikan oleh praktisi digital branding sebagai narasumbernya. Hasil pelaksanaan PKM menunjukkan, pengelola objek wisata mendapatkan tambahan pengetahuan mengenai teknik pemasaran pariwisata secara digital. Antusiasme para mitra pengelola terlihat ketika memberikaan pertanyaan kepada narasumber tentang teknik pemasaran digital. Melalui kegiatan ini, diharapkan para pengelola objek wisata memiliki kesadaran dan kemampuan untuk menjalin hubungan baik dengan wisatawan serta masyarakat luas, sehingga tercipta kunjungan ulang wisatawan ke objek wisata dimasa yang akan datang.


Keywords


PKM; Pemasaran; Objek Wisata; Pemasaran Digital; Customer Satisfaction; Branding; Digital Branding; Brand Guide Line; Business Canvas Model

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DOI: 10.30595/jppm.v6i2.12400

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ISSN: 2549-8347