Inovasi Branding dalam Pemasaran Desa Wisata Dukuh Pakel Berbasis Kearifan Lokal - Ina Primasari (UPT Publikasi Ilmiah Unisba, 2026)
Abstrak. Inovasi branding dalam pemasaran Desa Wisata Dukuh Pakel berbasis kearifan lokal menjadi strategi penting untuk memperkuat identitas destinasi dan meningkatkan daya saing di tengah kompetisi pariwisata digital. Desa Wisata Dukuh Pakel memiliki potensi beragam, mulai dari Kuliner Resto Sawah Dan Domba Lawu, Kerajinan Batik Alam Gerdu, Sangkar Burung Lidi Alitopan, Layanan Bekam Mitra Sehat Kemuning, hingga Edukasi Religi Divisi Al-Qur’an. Namun, berbagai kekuatan ini masih berjalan terpisah tanpa narasi branding yang terintegrasi. Penelitian kualitatif dengan FGD, wawancara, observasi, dan analisis dokumen menunjukkan bahwa fragmentasi komunikasi pemasaran serta rendahnya literasi digital menjadi tantangan utama dalam membangun citra destinasi. Meski demikian, kearifan lokal desa seperti teknik batik alami, atmosfer kuliner pedesaan, spiritualitas bekam, dan kreativitas kerajinan memiliki nilai diferensiatif yang kuat untuk diolah menjadi storytelling destinasi. Inovasi branding yang direkomendasikan meliputi penguatan identitas visual desa, integrasi akun media sosial, pembuatan konten digital berbasis storytelling, pengembangan paket wisata tematik, serta pelatihan literasi digital bagi pelaku usaha. Upaya ini diharapkan mampu menghadirkan citra desa wisata yang autentik, konsisten, dan berdaya saing sehingga kearifan lokal bukan hanya menjadi warisan, tetapi juga kekuatan utama pemasaran destinasi. Abstract. Branding innovation in the marketing of Dukuh Pakel Tourism Village based on local wisdom is a crucial strategy to strengthen the destination's identity and increase competitiveness amidst digital tourism competition. Dukuh Pakel Tourism Village has diverse potential, ranging from the culinary delights of the Lawu Rice Field and Lamb Restaurant, the Gerdu Natural Batik Crafts, the Alitopan Lidi Bird Cage, the Kemuning Mitra Sehat Cupping Service, to the Al-Quran Division's Religious Education. However, these various strengths still operate separately without an integrated branding narrative. Qualitative research using focus group discussions (FGDs), interviews, observations, and document analysis shows that fragmented marketing communications and low digital literacy are key challenges in building the destination's image. However, the village's local wisdom, such as natural batik techniques, the rural culinary atmosphere, the spirituality of cupping, and craft creativity, have strong differentiating value that can be processed into destination storytelling. Recommended branding innovations include strengthening the village's visual identity, integrating social media accounts, creating storytelling-based digital content, developing thematic tour packages, and digital literacy training for business actors. This effort is expected to be able to present an authentic, consistent, and competitive image of a tourist village so that local wisdom becomes not only a heritage, but also a major strength of destination marketing.