Pemberdayaan masyarakat desa wisata pantai Ria Bomo melalui revitalisasi ekosistem dan branding digital - Siska Aprilia Hardiyanti; Muhammad Hilmy; Khoirul Umam; Tri Maryono Rusadi (Universitas Muhammadiyah Mataram, 2025)
Abstrak Desa Bomo memiliki potensi wisata pantai yang besar, khususnya di kawasan Pantai Ria Bomo. Namun, pengelolaannya masih menghadapi berbagai tantangan seperti penurunan kualitas lingkungan akibat sampah dan kerusakan vegetasi pantai serta kurangnya promosi dan branding digital untuk menjangkau wisatawan lebih luas. Kondisi ini berdampak pada minimnya kunjungan wisata dan rendahnya kontribusi ekonomi dari sektor pariwisata bagi masyarakat lokal. Kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan kapasitas dan kemandirian masyarakat dalam mengelola potensi wisata pantai secara berkelanjutan. Permasalahan utama yang dihadapi mitra meliputi kerusakan ekosistem pesisir serta kurangnya promosi wisata secara digital. Metode pelaksanaan kegiatan ini dilakukan dengan pendekatan partisipatif dan kolaboratif antara tim pengabdi, mitra selaku pengurus pokdarwis, masyarakat lokal, dan perangkat desa. Pendekatan ini melibatkan masyarakat sejak tahap perencanaan, pelaksanaan, hingga evaluasi. Melalui kegiatan ini, dilakukan penanaman pohon di kawasan pantai, sosialisasi pelestarian lingkungan dengan melibatkan warga lokal, serta pembuatan dan pelatihan website destinasi. Hasil kegiatan ini diharapkan dengan penanaman pohon memperkuat ekosistem pesisir, penyadaran lingkungan menumbuhkan rasa kepemilikan masyarakat terhadap pantai, dan website menjadi sarana promosi jangka panjang. Dampak keberlanjutan tercermin dari peningkatan kesadaran, perbaikan ekosistem, serta meningkatnya kunjungan wisatawan. Kata kunci: branding digital; pantai Ria Bomo; promosi wisata; revitalisasi ekosistem. Abstract Bomo Village has significant potential for beach tourism, particularly in the Ria Bomo Beach area. However, its management still faces several challenges such as declining environmental quality due to waste and coastal vegetation damage, as well as a lack of promotion and digital branding to reach a wider range of tourists. These conditions have resulted in low tourist visits and minimal economic contributions from the tourism sector to the local community. The community service activity aims to enhance the capacity and self-reliance of the community in sustainably managing coastal tourism potential. The main problems faced by the partners include coastal ecosystem degradation and the lack of digital tourism promotion. The implementation method of this program was carried out through a participatory and collaborative approach involving the service team, partners as Pokdarwis managers, local communities, and village officials. This approach engaged the community from the planning and implementation stages to the evaluation stage. The activities included tree planting along the coastal area, environmental conservation awareness programs involving local residents, as well as the development and training of a destination website. The outcomes expected from these activities are that tree planting will strengthen the coastal ecosystem, environmental awareness will foster a sense of ownership among the community toward the beach, and the website will serve as a long-term promotional tool. The sustainability impact is reflected in increased awareness, improved ecosystems, and the growth of tourist visits. Keywords: digital branding; Ria Bomo beach; tourism promotion; ecosystem revitalization.