STORYNOMICS-BASED EDU-TOURISM: STRATEGI PENINGKATAN KAPASITAS DIGITAL UMKM DAN HOMESTAY DI DESA WISATA KEBANGSAAN - Rahman, Farid Asfari; Adnyana, Made Bambang; Mijiarto, Joko (Universitas Muhammadiyah Mataram, 2025)
ABSTRAKKegiatan pengabdian kepada masyarakat ini dilaksanakan di Desa Wisata Kebangsaan, Situbondo, Jawa Timur, dengan fokus pada peningkatan kapasitas pelaku UMKM, pengelola homestay, dan masyarakat dalam pemanfaatan storytelling digital sebagai strategi promosi pariwisata. Permasalahan utama mitra mencakup promosi yang masih konvensional, keterbatasan keterampilan digital, serta rendahnya pemahaman mengenai pemasaran berbasis narasi. Metode kegiatan mencakup penyuluhan, pelatihan, workshop, pendampingan, praktik lapangan, serta evaluasi melalui pre-test dan post-test. Hasil kegiatan menunjukkan peningkatan signifikan pada pemahaman konsep storytelling (dari ±20% menjadi ±90%), keterampilan produksi konten visual (±25% menjadi ±90%), dan kemampuan publikasi digital (±30% menjadi ±85%). Peserta mampu menghasilkan konten foto dan video yang memadukan narasi lokal dengan media sosial, sehingga memperkuat branding Desa Wisata Kebangsaan. Meskipun terdapat kendala berupa keterbatasan perangkat, kesulitan penyusunan caption, dan akses internet yang belum merata, solusi adaptif berupa penyediaan perangkat sederhana, template caption, serta strategi publikasi terjadwal mampu mengatasinya. Program ini membuktikan bahwa pendekatan storynomics berbasis edu-tourism homestay efektif untuk mendukung pengembangan pariwisata berbasis komunitas yang kreatif, inklusif, dan berkelanjutan. Kata kunci: Storytelling Digital; UMKM; Homestay; Desa Wisata, Pengabdian Masyarakat ABSTRACTThis community service program was implemented in Kebangsaan Tourism Village, Situbondo, East Java, aiming to enhance the capacity of local MSME actors, homestay managers, and the community in utilizing digital storytelling as a tourism promotion strategy. The main problems identified include conventional promotional practices, limited digital skills, and a lack of understanding of narrative-based marketing. The program employed a comprehensive method consisting of outreach, training, workshops, mentoring, field practice, and evaluation through pre-test and post-test. The results indicate a significant improvement in participants’ understanding of storytelling concepts (from ±20% to ±90%), visual content production skills (±25% to ±90%), and digital publication ability (±30% to ±85%). Participants successfully produced photos and videos that integrated local narratives into social media content, thereby strengthening the branding of Kebangsaan Tourism Village. Despite challenges such as limited technological devices, difficulties in composing promotional captions, and unstable internet connectivity, adaptive solutions including the provision of simple devices, caption templates, and scheduled publishing strategies were effective. This program demonstrates that a storynomics-based edu-tourism homestay approach is effective in fostering creative, inclusive, and sustainable community-based tourism development. Keywords: Digital Storytelling; Msmes; Homestay; Tourism Village; Community Service