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All Journal Eastasouth Journal of Effective Community Services Outline Journal of Economic Studies
Putri Mentari
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Economics, Econometrics & Finance Social Sciences

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Green Tourism Branding Strategies to Enhance the Attractiveness of Pematang Johar’s Natural Tourism Albert Herlambang; Putri Mentari; Sipnarong Kanchanawongpaisan; Muhammad Hafiz Abd.Rashid; Nurul Ilyana Binti Muhd Adnan; Chyntia Agustin
Eastasouth Journal of Effective Community Services Vol 4 No 02 (2025): Eastasouth Journal of Effective Community Services (EJECS)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/ejecs.v4i02.501

Abstract

The concept of green tourism has emerged as a strategic approach to promoting sustainable destinations while protecting environmental and cultural resources. This community service program was designed to strengthen the branding and promotion of Pematang Johar Village—an emerging natural tourism destination in Deli Serdang Regency—through green and sustainable tourism strategies. Using a Service-Learning and Participatory Action Research (PAR) framework, the program involved 38 participants, including local tourism managers, MSME owners, and youth volunteers. Activities included workshops on destination branding, eco-friendly tourism practices, and digital marketing for green tourism. The results showed a marked improvement in participants’ understanding of green tourism principles and destination branding, with a 60% increase in awareness and active adoption of eco-friendly initiatives. The creation of a unified slogan and digital campaign “Green Pematang Johar: Where Nature Meets Harmony” helped align local tourism and MSME promotion under a single identity.
Digitalization of Tourism Villages: Digital Marketing Strategies for the Development of Pematang Johar Tourism Hana Salsabila Lubis; Putri Mentari; Sipnarong Kanchanawongpaisan; Muhammad Hafiz Abd.Rashid; Nurul Ilyana Binti Muhd Adnan; Chyntia Agustin
Eastasouth Journal of Effective Community Services Vol 4 No 02 (2025): Eastasouth Journal of Effective Community Services (EJECS)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/ejecs.v4i02.507

Abstract

Digital transformation is increasingly crucial for tourism villages in Indonesia as tourist behavior shifts toward digital technology for travel decisions. However, many villages remain behind in digital literacy and online marketing skills. Pematang Johar Tourism Village in Deli Serdang Regency, North Sumatra, exemplifies this challenge. Despite its strong agricultural and cultural potential, it struggles to promote itself effectively due to limited human resources, inadequate infrastructure, and minimal understanding of digital marketing strategies. To address these gaps, a community service program emphasizing digitalization training and mentoring was implemented. The program focused on improving digital literacy, developing creative promotional content, and utilizing social media as a marketing tool. Through participatory and hands-on learning, participants enhanced their ability to create engaging digital content, manage social media platforms, and highlight local cultural values in promotions. The #ExplorePematangJohar campaign further boosted the village’s online visibility and digital identity.
Pematang Johar Creative Village: Developing a Creative Village through Local Wisdom – Based Economic Empowerment Putri Mentari; Hana Salsabila Lubis; Muhammad Hafiz Abd. Rashid; Khairil Umuri; Teuku Muhammad Syahrizal; Sipnarog Kanchawongpaisan; Mhd Ihsan
Eastasouth Journal of Effective Community Services Vol 4 No 02 (2025): Eastasouth Journal of Effective Community Services (EJECS)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/ejecs.v4i02.515

Abstract

This community service program was implemented by lecturers and students if STIE Eka Prasetya in Pematang Johar Village, North Sumatra, in response to the underutilization of local products (various rice, duck egges, tempe, and its derivatives, batik, and recycled crafts) for creative economic development and sustainable tourism. The program aimed to empower the community by strengthening entrepreneurial capacity, product innovation, and the use of local wisdom as the identity of a creative village. The approach used included workshops, participatory training, business mentoring, and hands-on digital marketing practice over one month. As a result, local producers improved product quality and variety, enhanced design and packaging, began using social media for promotion, and developed a better understanding of a basic business management. This program demonstrates the important role of higher education institutions in knowledge transfer and in supporting the development of creative, locally rooted village economies.
Sustainable Tourism Management Through Community Ecotourism in Tangkahan North Sumatra Putri Mentari; Ahmad Kodri Fauzi Hasibuan
Outline Journal of Economic Studies Vol. 5 No. 1: October - March 2026
Publisher : Outline Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61730/p5r3vq35

Abstract

This study examined how local community participation influenced the sustainability of ecotourism in Tangkahan, North Sumatra. The purpose of the research was to determine whether stronger involvement of residents could improve environmental protection, social well-being, and economic stability within the destination. A quantitative explanatory design was used to analyze the relationship between community participation and ecotourism sustainability. Data were gathered through structured questionnaires completed by one hundred respondents who were directly engaged in tourism activities, including residents, managers, and visitors. The analysis applied structural equation modeling to assess measurement accuracy and evaluate the strength of the relationship between the variables. The findings showed that community participation had a positive and statistically significant effect on the sustainability of ecotourism. The path coefficient reached 0.542 with a t-value of 7.587 and a probability value below 0.001. The model explained 29.4 percent of the variation in sustainability and demonstrated a strong predictive value, shown by a Q-square score of 0.566 and a large effect size of 0.416. These results indicated that higher levels of involvement from local residents contributed meaningfully to ecological preservation, improved community welfare, and long-term economic benefits. The study concluded that active engagement from the community served as a key factor in strengthening sustainable tourism management in Tangkahan. Encouraging local participation could support conservation efforts and reinforce future development strategies.
Co-Authors Ahmad Kodri Fauzi Hasibuan Chyntia Agustin Chyntia Agustin Hana Salsabila Lubis Herlambang, Albert Mhd Ihsan Muhammad Hafiz Abd. Rashid Muhammad Hafiz Abd.Rashid Muhammad Hafiz Abd.Rashid Nurul Ilyana Binti Muhd Adnan Sipnarog Kanchawongpaisan Sipnarong Kanchanawongpaisan Sipnarong Kanchanawongpaisan Teuku Muhammad Syahrizal Umuri, Khairil