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All Journal Jurnal Literasiologi Jurnal Ilmiah Edunomika (JIE) Indonesian Journal of Engagement, Community Services, Empowerment and Development (IJECSED) JURNAL EKONOMI, BISNIS DAN TERAPAN (JESIT) Profit: Jurnal Manajemen, Bisnis dan Akuntansi Jurnal Kabar Masyarakat Pandawa : Pusat Publikasi Hasil Pengabdian Masyarakat Nian Tana Sikka: Jurnal Ilmiah Mahasiswa Anggaran: Jurnal Publikasi Ekonomi dan Akuntansi Jurnal Dikmas Ekspresi: Publikasi Kegiatan Pengabdian Indonesia Indonesia Bergerak: Jurnal Hasil Kegiatan Pengabdian Masyarakat Pelayanan Unggulan: Jurnal Pengabdian Masyarakat Terapan Panggung Kebaikan : Jurnal Pengabdian Sosial Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Jurnal Ilmiah Manajemen Profetik KREATIF: Jurnal Pengabdian Masyarakat Nusantara
Winta Panimba
Universitas Kristen Indonesia Toraja
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Pelatihan Branding Digital untuk Meningkatkan Daya Saing Destinasi Wisata Budaya Winta Panimba; Westerini Lusdani; Marniati Marniati; Srisetyawanie Bandaso; Ellyn Patandungan
Pandawa : Pusat Publikasi Hasil Pengabdian Masyarakat Vol. 3 No. 4 (2025): Oktober : Pandawa : Pusat Publikasi Hasil Pengabdian Masyarakat
Publisher : Asosiasi Riset Ilmu Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/pandawa.v3i4.3005

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.
Co-Authors Abedneigo C. Rambulangi Agner Polang Agustinus Mantong Asyer Frienra Pratama Roba Dian Intan Tangkeallo Dina Ramba' Ellyn Patandungan Gita Pakiding Herlisya, Herlisya I Putu Aban Wibawa Lisa Lisa Marinus Ronal Marinus Ronal Marniati Marniati Marniati Marniati Marthin, Alvin Anugrady Mey Enggane Limbongan Milka Tasik Lintin Randy Tangdialla Rati Pundissing Roni Tandi Tuku Rumpa, Lantana Dioren Salu, Angelia Serafika Elyasiabela Sapan Srisetyawani Bandaso Srisetyawanie Bandaso Stefani Marina Palimbong Stepania Bandaso Theo Rio Madika Tonapa, Ulfiani Ulfiani Tonapa Westerini Lusdani Wilma Dian Ardiyanti Yensinta Puspita Sari Yohanis Lotong Ta'dung Yusuf L. Limbongan