Peningkatan Kapasitas Pengelola Destinasi Wisata Melalui Strategi Pemasaran Digital Berbasis Potensi Lokal di Kabupaten Tanggamus

https://doi.org/10.37295/jpdw.v6i4.672

Authors

  • Prasetya Nugeraha Program Studi Ilmu Administrasi Bisnis, Universitas Lampung
  • Hartono Program Studi Ilmu Administrasi Bisnis, Universitas Lampung

Keywords

Bisnis Berkelanjutan branding pariwisata Lingkungan yang Berkelanjutan

Abstract

Kabupaten Tanggamus memiliki beragam potensi wisata yang meliputi wisata pantai, air terjun, pegunungan, serta kekayaan budaya lokal yang berpotensi menjadi penggerak pertumbuhan ekonomi daerah. Namun demikian, pengelolaan dan promosi destinasi wisata masih menghadapi berbagai kendala, terutama dalam pemanfaatan teknologi digital sebagai sarana pemasaran dan penguatan citra destinasi. Keterbatasan kemampuan pengelola wisata dalam mengelola media digital, menyusun konten promosi, serta membangun identitas destinasi menjadi salah satu faktor yang memengaruhi daya saing pariwisata daerah. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas pengelola destinasi wisata melalui pelatihan pemasaran digital dan pengembangan branding destinasi berbasis potensi lokal. Metode yang digunakan adalah pendekatan partisipatif yang meliputi sosialisasi, pelatihan, praktik langsung, serta diskusi kelompok. Peserta kegiatan terdiri atas pengelola destinasi wisata, Kelompok Sadar Wisata (Pokdarwis), dan perwakilan masyarakat yang terlibat dalam pengembangan sektor pariwisata di Kabupaten Tanggamus. Hasil kegiatan menunjukkan adanya peningkatan pemahaman peserta mengenai strategi promosi digital, pengelolaan media sosial, dan pengembangan identitas destinasi wisata. Peserta juga memperoleh keterampilan dalam menyusun konten promosi yang menarik, mengidentifikasi keunikan destinasi, serta memanfaatkan platform digital untuk menjangkau pasar wisata yang lebih luas. Selain itu, kegiatan ini mendorong terbentuknya kolaborasi antar pemangku kepentingan serta meningkatkan kesadaran akan pentingnya pengembangan pariwisata yang berkelanjutan. Peningkatan kapasitas tersebut diharapkan dapat mendukung daya saing destinasi wisata, memperluas promosi pariwisata daerah, serta memberikan kontribusi terhadap pertumbuhan ekonomi masyarakat setempat.  

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Published

2026-03-09

How to Cite

Nugeraha, P., & Hartono. (2026). Peningkatan Kapasitas Pengelola Destinasi Wisata Melalui Strategi Pemasaran Digital Berbasis Potensi Lokal di Kabupaten Tanggamus . Jurnal Pengabdian Dharma Wacana, 6(4), 530–539. https://doi.org/10.37295/jpdw.v6i4.672

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Vol. 6 No. 4 (2026): Jurnal Pengabdian Dharma Wacana

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Copyright (c) 2026 Prasetya Nugeraha, Hartono

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