Penguatan Pariwisata Berbasis Komunitas melalui Literasi Digital dan Kolaborasi Multipihak di Desa Sukolilo, Malang
DOI:
https://doi.org/10.36312/linov.v10i3.2712Keywords:
Community-Based Tourism, Digital Tourism Marketing, Capacity Building, Sustainable Tourism, Rural Community EmpowermentAbstract
Program pengabdian masyarakat ini bertujuan untuk meningkatkan kapasitas Kelompok Sadar Wisata (Pokdarwis) Sukolilo dalam mengelola dan mempromosikan Wisata Gentong Mas secara berkelanjutan. Program dilaksanakan di Desa Sukolilo, Kabupaten Malang, dengan menggunakan metode partisipatif seperti Participatory Rural Appraisal (PRA), Focus Group Discussion (FGD), serta pelatihan dan pendampingan intensif. Kegiatan pelatihan difokuskan pada manajemen destinasi wisata, literasi digital, dan pembuatan konten promosi. Hasilnya menunjukkan peningkatan signifikan dalam kemampuan Pokdarwis dalam merancang kegiatan wisata, menghasilkan konten visual yang menarik, dan memperkuat kolaborasi dengan para pemangku kepentingan. Peningkatan jumlah kunjungan wisatawan sebesar 25% dan interaksi media sosial yang lebih tinggi mencerminkan efektivitas strategi pemasaran digital yang diterapkan. Selain itu, program ini berdampak positif terhadap ekonomi lokal, dengan peningkatan pendapatan UMKM sebesar 20%–40% serta terciptanya peluang kerja baru. Temuan ini membuktikan bahwa pendekatan partisipatif yang mengintegrasikan teknologi digital dan kolaborasi multi-pihak dapat mewujudkan model pariwisata berbasis komunitas yang berkelanjutan.
Strengthening Community-Based Tourism through Digital Literacy and Multi-Stakeholder Collaboration in Sukolilo Village, Malang
Abstract
This community service program aimed to enhance the capacity of the Kelompok Sadar Wisata (Pokdarwis) Sukolilo in managing and promoting Gentong Mas Tourism in a sustainable manner. Conducted in Sukolilo Village, Malang Regency, the program employed participatory methods such as Participatory Rural Appraisal (PRA), Focus Group Discussions (FGDs), and a series of capacity-building workshops. Training sessions focused on tourism destination management, digital literacy, and content creation. The results showed significant improvements in Pokdarwis’ ability to design tourism activities, produce engaging visual content, and strengthen stakeholder collaboration. A 25% increase in tourist visits and enhanced social media engagement reflected the effectiveness of the digital marketing strategies implemented. Additionally, the program contributed to the local economy, with a 20%–40% income increase among SMEs and the creation of new job opportunities. These findings demonstrate that participatory approaches integrating digital technology and multi-stakeholder collaboration can foster a sustainable community-based tourism model.
Downloads
References
Chin, C. H., Winnie Wong Poh Ming Wong, Chin, C. L., & Franklin, G. (2021). Discovering the Intangible Innovation of Knowledge Sharing for Improving Rural Tourism Destinations’ Competitiveness: A Collaborative Approach. International Journal of Academic Research in Business and Social Sciences, 11(8). https://doi.org/10.6007/ijarbss/v11-i8/10655
Deb, S. K. (2022). Promoting Tourism Business Through Digital Marketing in the New Normal Era: A Sustainable Approach. European Journal of Innovation Management, 27(3), 775–799. https://doi.org/10.1108/ejim-04-2022-0218
Dharawanij, N. (2020). The Development of Cultural Heritage Tourism at Sangkhlaburi District, Kanchanaburi Province, Thailand. Social Sciences, 9(3), 77. https://doi.org/10.11648/j.ss.20200903.13
Endriani, D. (2015). Making a Tourism Icon: The Valorization of Siti Nurbaya Bridge in West Sumatera. Jurnal Master Pariwisata (Jumpa). https://doi.org/10.24843/jumpa.2015.v01.i02.p04
Firmansyah, F., Fadhilah, T., Catur, A., Nurmelia, E., & Rachmansyah, R. (2021). Application of Digital Communication to Increase the Tourism Promotion in Dayeuh Kolot Village, Subang. Mediator (Jurnal Komunikasi), 14(1), 54–65. https://doi.org/10.29313/mediator.v14i1.7627
Gustina, G., Yenida, Y., & Novadilastri, N. (2020). The Impact of Halal Tourism Destination on Improving Community Prosperity. https://doi.org/10.4108/eai.1-11-2019.2294007
Indrayanti, T., Jamhari, J., Mulyo, J. H., & Masyhuri, M. (2019). The Customer Satisfaction Analysis of Community Based Agrotourism in Yogyakarta. Caraka Tani Journal of Sustainable Agriculture, 35(1), 33. https://doi.org/10.20961/carakatani.v35i1.29336
Kurniawati, D. (2023). Digital Marketing Communication Model for Encouraging Tourism Visits in Langkat Regency, Indonesia. Studies in Media and Communication, 11(7), 67. https://doi.org/10.11114/smc.v11i7.6199
Lemy, D. M., Kristiana, Y., & Nathalia, T. C. (2019). Sustainable Tourism Development (The Perspective of the Tourism Stakeholders in Biak Numfor, Papua, Indonesia). https://doi.org/10.2991/isot-18.2019.19
Mohamed, S. B., Hilaly, H., Morsy, N., & Said, H. (2022). Photography as a Tourism Type and Tourism Marketing Tool in Egypt. Journal of Tourism Hotels and Heritage, 5(2), 32–53. https://doi.org/10.21608/sis.2022.170115.1080
Park, D., & Yoon, Y. (2010). Developing Sustainable Rural Tourism Evaluation Indicators. International Journal of Tourism Research, 13(5), 401–415. https://doi.org/10.1002/jtr.804
Pesimo-Abundabar, A. (2022). Establishing, Piloting, and Evaluating Community-Managed Tour Trek in Sagnay, Camarines Sur. International Journal of Academe and Industry Research, 3(4), 21–59. https://doi.org/10.53378/352934
Shariffuddin, N. S. M., Azinuddin, M., Hanafiah, M. H., & Wan Mohd Adzim Wan Mohd Zain. (2022). A Comprehensive Review on Tourism Destination Competitiveness (TDC) Literature. Competitiveness Review an International Business Journal Incorporating Journal of Global Competitiveness, 33(4), 787–819. https://doi.org/10.1108/cr-04-2021-0054
Wibawa, R. P. (2024). Digital Transformation and Administrative Efficiency Study. Ajsld, 3(1), 169–175. https://doi.org/10.51699/ajsld.v3i1.3444
Zhang, B. (2024). Empirical Research on the Suitability of Rural Tourism Development Based on Fuzzy Comprehensive Evaluation Method. Applied Mathematics and Nonlinear Sciences, 9(1). https://doi.org/10.2478/amns-2024-0119
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Syahirul Alim, Arief Budi Nugroho, Nina Dwi Lestari
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Lumbung Inovasi: Jurnal Pengabdian Kepada Masyarakat is licensed under a Creative Commons Attribution 4.0 International License.
