Khodijah Asshofiah
Universitas Islam Negeri Raden Mas Said Surakarta

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Destination Branding and Tourist Engagement in the Era of Experiential Tourism Sherena Anodhea Eka Pramudita; Anggun Wida Prawira; Khodijah Asshofiah; Nourma Alivia Zahra El Rakhim
Journal of Management, Entrepreneurship, and Tourism Vol. 1 No. 1 (2026): : February: Mercatura Lumina: Journal of Management, Entrepreneurship, and Tour
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/c8f08b35

Abstract

The increasing dominance of experiential tourism has transformed destination branding from a symbolic identity tool into a dynamic mechanism for fostering sustained tourist engagement. Despite growing scholarly attention, limited empirical clarity remains regarding how experiential destination branding translates into behavioral, relational, and governance-related outcomes through tourist engagement. This study adopts an empirical, quantitative research design to examine the relationships among experiential destination branding, tourist engagement, and downstream behavioral and sustainability outcomes. Data were collected from domestic and international tourists who visited experience-oriented destinations within the previous twelve months using a structured questionnaire, and analyzed through Structural Equation Modeling to assess both measurement and structural relationships. The findings demonstrate that experiential destination branding exerts a strong positive effect on tourist engagement, which mediates the influence of branding on satisfaction, revisit intention, advocacy behavior, and participatory practices. The results further reveal that engaged tourists exhibit heightened sustainability awareness and greater support for destination governance initiatives, indicating that engagement functions as a soft governance mechanism alongside market-oriented outcomes. The study contributes to tourism management literature by empirically positioning tourist engagement as a relational bridge connecting experiential branding, behavioral value creation, and sustainable destination development in the contemporary tourism landscape.
Empowering Rural Communities through Participatory Capacity Building: Improving Entrepreneurial Skills, Social Innovation, and Sustainable Local Economic Development Khodijah Asshofiah; Fitrahtul Saahira Khairunnisa; Humairourrohmah binti Mastor; Maryam Maryam
Journal of Community Service and Engagement Vol 2 No 1 (2026): August: Servitia: Journal of Community Service and Engagement
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/74jg5y12

Abstract

Rural communities continue to encounter persistent challenges in achieving sustainable local economic development due to limited entrepreneurial competencies, insufficient innovation capacity, and inadequate community participation in development initiatives. Although numerous empowerment programs have been implemented, many remain fragmented and emphasize short-term technical training rather than participatory capacity-building processes capable of generating sustainable socioeconomic transformation. This community service project therefore aimed to empower rural communities through an integrated participatory capacity-building model designed to enhance entrepreneurial skills, stimulate social innovation, and strengthen sustainable local economic development. The program employed a Participatory Capacity Building (PCB) approach integrated with Participatory Learning and Action (PLA) involving 45 rural micro-entrepreneurs. The implementation consisted of sequential stages including needs assessment, participatory planning, entrepreneurship and digital marketing training, social innovation workshops, business mentoring, and comprehensive evaluation using pre-test, post-test, observation, and participant satisfaction assessments. The findings demonstrate that the program substantially improved entrepreneurial competencies across all evaluated dimensions, with digital marketing competency exhibiting the highest increase (51.5%), followed by social innovation (41.1%), financial literacy (38.9%), and entrepreneurial skills (37.1%). Entrepreneurial knowledge also increased significantly, as participants classified within the high knowledge category rose from 17.7% before the intervention to 86.7% after program completion. Furthermore, participants successfully developed several community-based social innovation initiatives, experienced measurable improvements in business performance, maintained consistently high participation throughout program implementation, and reported very high satisfaction regarding training quality, mentoring, and overall program delivery. These findings indicate that participatory capacity building represents an effective community empowerment strategy capable of integrating entrepreneurial learning, collaborative innovation, and community participation to generate sustainable local economic development. The study contributes a practical community-based empowerment model that can be adapted to strengthen entrepreneurial ecosystems and socioeconomic resilience in rural communities.