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All Journal Eastasouth Journal of Effective Community Services
Agustin, Chyntia
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Social Sciences

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Green Tourism Branding Strategies to Enhance the Attractiveness of Pematang Johar’s Natural Tourism Herlambang, Albert; Mentari, Putri; Kanchanawongpaisan, Sipnarong; Abd.Rashid, Muhammad Hafiz; Adnan, Nurul Ilyana Binti Muhd; Agustin, Chyntia
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 Lubis, Hana Salsabila; Mentari, Putri; Kanchanawongpaisan, Sipnarong; Abd.Rashid, Muhammad Hafiz; Binti Muhd Adnan, Nurul Ilyana; Agustin, Chyntia
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.
Co-Authors Abd.Rashid, Muhammad Hafiz Adnan, Nurul Ilyana Binti Muhd Binti Muhd Adnan, Nurul Ilyana Herlambang, Albert Kanchanawongpaisan, Sipnarong Lubis, Hana Salsabila Putri Mentari, Putri