PENINGKATAN KESADARAN MASYARAKAT DALAM PENGEMBANGAN DESA WISATA MELALUI STRATEGI BRANDING PARTISIPATIF - Stefvany Stefvany; Tedy Wiraseptya (Universitas Muhammadiyah Mataram, 2025)
Abstrak: Rendahnya pemahaman masyarakat terhadap pentingnya branding sebagai identitas wisata menjadi kendala dalam pengembangan desa wisata binaan. Kegiatan pengabdian ini bertujuan meningkatkan kesadaran dan keterampilan warga dalam menerapkan strategi branding partisipatif. Metode pelaksanaan meliputi sosialisasi, penyuluhan, dan workshop branding dengan melibatkan 13 peserta dari Pokdarwis, pelaku UMKM, dan pemuda desa. Evaluasi dilakukan melalui pre-test an post-test masing-masing berisi 10 pertanyaan serta diskusi kelompok. Hasil menunjukkan adanya peningkatan pemahaman konsep branding sebesar 72% dan keterampilan merancang identitas visual sederhana sebesar 65%. Capaian tersebut menunjukkan bahwa strategi branding partisipatif mampu memperkuat kapasitas Masyarakat sekaligus menjadi Langkah strategis dalam meningkatkan daya tarik dan nilai ekonomi desa wisata.Abstract: Limited public understanding of branding as a tourism identity remains a major challenge in developing community-based tourist villages. This community service program aims to enhance residents’ awareness and skills in applying participatory branding strategies. The activities consisted of socialization, counseling, and branding workshops involving 13 participants from the tourism awareness group (Pokdarwis), MSME actors, and village youth. Evaluation was conducted through pre-test and post-test, each consisting of 10 questions, as well as group discussion. The results showed an increase of 72% in participant’ understanding of branding concepts and a 65% improvement in technical skills for designing simple visual identities. These outcomes indicate that participatory branding effectively strengthens community capacity and serves as a strategic approach to enhancing the attractiveness and economic value of tourist village.