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All Journal SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Tulisan Ilmiah Pariwisata (TULIP) Jurnal Pariwisata Indonesia Paryaṭaka : Jurnal Pariwisata Budaya dan Keagamaan IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat JUPARITA: Jurnal Pariwisata Tawangmangu Padaidi: Journal of Tourism Dedication Padaidi: Journal of Tourism Dedication Proceedings International Conference on Marine Tourism and Hospitality Studies
Hardianti Hardianti
Politeknik Pariwisata Makassar, Jl. Gunung Rinjani, Kota Mandiri Tanjung Bunga, Kota Makassar, Sulawesi Selatan 90224, Indonesia
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Penguatan Kapasitas Perempuan dalam Pemasaran Digital Produk Lokal: Studi Pengabdian di Lakkang, Kota Makassar Mukaramah Machmud; Rois Dinan; Hardianti Hardianti; Resky Faradibah Suhab
PADAIDI: Journal of Tourism Dedication Vol. 2 No. 2 (2025): Juli-Desember
Publisher : Politeknik Pariwisata Makassar

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Abstract

Perempuan memiliki peran strategis dalam mendukung ekonomi lokal, khususnya di wilayah berbasis komunitas seperti Kelurahan Lakkang, Kota Makassar, yang menyimpan potensi ekowisata dan produk lokal. Namun, keterisolasian geografis serta rendahnya literasi digital menjadi hambatan utama bagi perempuan pelaku usaha untuk memperluas akses pasar. Kegiatan pengabdian kepada masyarakat ini bertujuan memperkuat kapasitas perempuan Lakkang dalam pemasaran digital melalui pelatihan dan pendampingan yang difokuskan pada literasi digital, penggunaan media sosial, e-commerce, desain visual produk, serta pengelolaan identitas merek. Metode yang digunakan mencakup pendekatan partisipatif dengan tahapan analisis kebutuhan, pelatihan berbasis praktik, dan pendampingan berkelanjutan. Hasil kegiatan menunjukkan adanya peningkatan signifikan dalam keterampilan peserta, terlihat dari kemampuan mengelola akun usaha secara mandiri, memperluas jangkauan promosi produk, serta terbentuknya jejaring usaha berbasis komunitas. Program ini tidak hanya berdampak pada peningkatan kapasitas individu, tetapi juga memperkuat ekosistem usaha perempuan yang adaptif dan berkelanjutan. Lebih jauh, kegiatan ini mendukung pencapaian Sustainable Development Goals (SDGs), khususnya tujuan ke-5 (Kesetaraan Gender), tujuan ke-8 (Pekerjaan Layak dan Pertumbuhan Ekonomi), serta tujuan ke-9 (Industri, Inovasi, dan Infrastruktur). Dengan demikian, pemberdayaan perempuan melalui digitalisasi pemasaran terbukti menjadi strategi efektif dalam mendorong keberlanjutan ekonomi lokal sekaligus memperkuat posisi Lakkang sebagai destinasi wisata berbasis komunitas.
BEYOND THE ATTRACTIONS: RETHINKING DIGITAL STRATEGIES FOR DELTA LAKKANG Hardianti Hardianti; Meidy Putri Utami
Proceedings International Conference on Marine Tourism and Hospitality Studies Vol. 2 No. 1 (2025): Proceedings International Conference on Marine Tourism and Hospitality Studies
Publisher : Politeknik Pariwisata Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33649/iconmths.v2i1.768

Abstract

Delta Lakkang, located in the heart of Makassar City, is an “urban village” surrounded by rivers that offers natural, cultural, and historical tourism potential. Attractions such as delta landscapes, traditional fishing and farming practices, colonial heritage sites, and local culinary experiences highlight its uniqueness. However, tourism development and marketing efforts remain sporadic, relying mostly on local initiatives without an integrated strategy. This study employed a descriptive qualitative approach to analyze tourism marketing in Delta Lakkang. Data were collected through field observations using a tourism attraction checklist, in-depth interviews with stakeholders, and secondary sources from scientific publications and digital media. The qualitative design was chosen to capture the perspectives, experiences, and dynamics among various actors involved in tourism promotion and development. The results indicate major gaps in tourism marketing, including the absence of a master plan, limited use of digital promotion channels, unclear market segmentation, weak branding, and insufficient stakeholder coordination. Key barriers include limited funding, lack of human resource capacity, and minimal institutional support. To overcome these challenges, the study suggests formulating a comprehensive marketing strategy, strengthening destination branding, providing digital marketing training for local tourism groups (Pokdarwis), and enhancing collaboration among government, community, and private stakeholders. Positioned within the framework of urban maritime tourism, Delta Lakkang has strong potential to serve as an alternative destination in Makassar, enriching maritime tourism experiences beyond beaches and islands. Strengthening digital promotion and empowering local communities are considered crucial strategies for developing Delta Lakkang into a sustainable urban maritime tourism destination.
Co-Authors Andi Fatimah Andi Ibrahim Yunus Armi Indrayuni Faris Jumawan Meidy Putri Utami Meidy Putri Utami Mukaramah Machmud Nasrullah Nasrullah Nasrullah Nurul Azizah Resky Faradibah Suhab Rois Dinan Syafaruddin Syafaruddin Utami, Meidy Putri Yogi Prambudi