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All Journal Eastasouth Journal of Effective Community Services
Binti Muhd Adnan, Nurul Ilyana
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Social Sciences

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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 Agustin, Chyntia Kanchanawongpaisan, Sipnarong Lubis, Hana Salsabila Putri Mentari, Putri