Pelatihan Branding Digital untuk Meningkatkan Daya Saing Destinasi Wisata Budaya
DOI:
https://doi.org/10.61132/pandawa.v3i4.3005Keywords:
Community Empowerment, Cultural Tourism, Destination Competitiveness, Digital Branding, Social Media.Abstract
This community service program aims to improve the capacity of destination managers, cultural communities, MSME actors, local guides, and tourism awareness groups in applying digital branding as a strategy to enhance the competitiveness of cultural tourism destinations. The main problems faced by partners include weak destination brand identity, low digital literacy, inconsistent social media management, limited ability to develop cultural narratives, insufficient visual promotion quality, and poor integration of cultural attractions, local products, and tourist experiences into a strong destination image. The program employed a qualitative-participatory approach through observation, interviews, focus group discussions, training, content creation practice, digital media mentoring, and evaluation. The participants consisted of tourism awareness groups, cultural communities, local guides, MSME actors, village officials, youth groups, and attraction managers in [Village/Destination Name]. The results indicate improved participant understanding of digital branding concepts, destination identity, cultural storytelling, basic photography and videography, caption writing, content calendars, tourist segmentation, social media management, and sustainable cultural tourism promotion. The program produced a digital destination identity design, sample cultural promotional content, a content calendar, a social media management guide, and a community-based digital branding training model. Therefore, digital branding can strengthen the visibility, image, and competitiveness of cultural destinations in an inclusive and sustainable manner.
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