Pengembangan Digital Marketing Sebagai Salah Satu Upaya Meningkatkan Pariwisata Batu Purba Putri Maron Melalui Community Based Tourism, Desa Depok Trenggalek
Abstract
Desa wisata merupakan wujud inovatif pembangunan pariwisata berbasis potensi lokal dan partisipasi aktif masyarakat. Artikel ini membahas pengembangan pariwisata berbasis komunitas di Desa Depok, Kecamatan Bendungan, Kabupaten Trenggalek, dengan menekankan pada pemanfaatan strategi pemasaran digital. Desa Depok memiliki daya tarik wisata alam dan budaya, seperti Situs Batu Purba Putri Maron, namun belum dikenal luas karena promosi masih bersifat konvensional. Permasalahan utama yang dihadapi adalah rendahnya literasi digital masyarakat dan belum adanya sistem pemasaran digital yang terintegrasi. Melalui program pengabdian masyarakat, dilakukan serangkaian kegiatan berupa Focus Group Discussion (FGD), sosialisasi, pelatihan teknis, pendampingan, dan implementasi langsung untuk memperkenalkan digital marketing berbasis media sosial seperti Instagram, YouTube, dan TikTok. Hasil kegiatan menunjukkan adanya peningkatan pengetahuan, keterampilan, dan motivasi masyarakat dalam mengelola promosi pariwisata secara digital. Program ini tidak hanya menghasilkan konten promosi yang representatif, tetapi juga mendorong pembentukan tim promosi digital desa yang berkelanjutan. Pendekatan ini terbukti efektif dalam menginisiasi transformasi digital pariwisata berbasis komunitas dan diharapkan dapat direplikasi di desa wisata lainnya yang menghadapi tantangan serupa.
Kata kunci— Desa Wisata, community based tourism, Digital Marketing
Abstract
Tourism villages are an innovative form of tourism development based on local potential and active community participation. This article discusses community-based tourism development in Depok Village, Bendungan Subdistrict, Trenggalek Regency, with an emphasis on the use of digital marketing strategies. Depok Village has natural and cultural tourist attractions, such as the Putri Maron Ancient Stone Site, but it is not widely known because promotion is still conventional. The main challenges faced are low digital literacy among the community and the absence of an integrated digital marketing system. Through a community service program, a series of activities were conducted, including focus group discussions (FGD), socialization, technical training, mentoring, and direct implementation to introduce digital marketing using social media platforms such as Instagram, YouTube, and TikTok. The results of the activities showed an increase in the community's knowledge, skills, and motivation in managing digital tourism promotion. This program not only produced representative promotional content but also encouraged the formation of a sustainable village digital promotion team. This approach has proven effective in initiating community-based digital tourism transformation and is expected to be replicated in other tourist villages facing similar challenges.
Keywords— Tourism Village, community-based tourism, Digital Marketing
