PENERAPAN PEMASARAN DIGITAL BAGI PELAKU PARIWISATA DESA PANUNDAAN, KABUPATEN BANDUNG
Abstrak
Panundaan Village, located in Ciwidey District, Bandung Regency, has significant potential in the tourism sector. To optimize this potential, collaboration among various stakeholders, including the village government, private sector, academics, community, and residents, is required. The community service program implemented aims to support the development of tourism in Panundaan Village through digital marketing. The methods used include descriptive analysis through Focus Group Discussions (FGD) and surveys to evaluate the implementation of digital marketing by tourism businesses in the village. The FGD involved the Panundaan Village business community, such as Saluyu MSMEs, private business operators, agritourism operators, and village officials. The expected outcome is the achievement of an effective digital marketing process to enhance tourism businesses in Panundaan Village. Based on the activities conducted, it was found that 29% of business operators have implemented digital marketing through social media platforms like Instagram. Marketing through various digital platforms shows significant potential in supporting business growth. However, there is a need for skilled and focused human resources to manage and optimize all the digital marketing platforms utilized. Therefore, capacity building and training for workers in digital marketing are crucial steps to ensure the sustainability and effectiveness of the digital marketing strategy in Panundaan Village.
Desa Panundaan, terletak di Kecamatan Ciwidey, Kabupaten Bandung, memiliki potensi besar dalam sektor pariwisata. Untuk mengoptimalkan potensi ini, diperlukan kolaborasi antara berbagai pihak, termasuk pemerintah desa, sektor swasta, akademisi, komunitas, dan masyarakat setempat. Program pengabdian masyarakat yang dilaksanakan bertujuan mendukung pengembangan pariwisata Desa Panundaan melalui pemasaran digital. Metode yang digunakan meliputi analisis deskriptif melalui Focus Group Discussion (FGD) dan survei untuk mengevaluasi implementasi pemasaran digital oleh pelaku usaha wisata di desa tersebut. FGD dilakukan dengan melibatkan komunitas usaha Desa Panundaan seperti UMKM Saluyu, pelaku usaha swasta, pelaku usaha agrowisata, dan perangkat desa. Hasil yang diharapkan adalah tercapainya proses pemasaran digital yang efektif dalam mengembangkan usaha wisata di Desa Panundaan. Berdasarkan kegiatan yang dilaksanakan, ditemukan bahwa 29% pelaku usaha telah menerapkan pemasaran digital melalui media sosial seperti Instagram. Pemasaran menggunakan berbagai platform digital menunjukkan potensi yang signifikan dalam mendukung pertumbuhan usaha. Namun, terdapat kebutuhan akan sumber daya manusia yang terampil dan fokus dalam mengelola serta mengoptimalkan seluruh platform digital yang digunakan. Oleh karena itu, peningkatan kapasitas dan pelatihan tenaga kerja di bidang pemasaran digital menjadi langkah krusial untuk memastikan keberlanjutan dan efektivitas strategi pemasaran digital di Desa Panundaan.
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DOI: https://doi.org/10.24198/kumawula.v8i2.51418
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