Strengthening the “California” Agrotourism brand through visitor-based eco-digital tourism: a participatory promotion approach in Southeast Sulawesi, Indonesia

Ambo Upe (Department of Sociology, Halu Oleo University, Indonesia)
Hannin PN Soulthoni (Department of Social Welfare Science, Halu Oleo University, Indonesia)

Indonesian Journal of Community Services
Vol. 5 No. 1 (2026): May (In Progress)

Agrotourism has emerged as a strategic sector in rural economic development, yet many destinations in Indonesia remain constrained by limited digital promotion capabilities. California agrotourism, located in Cialam Jaya Village, Konda District, South Konawe Regency, possesses considerable potential as an eco-digital tourism destination; however, most visitors have not yet understood how to effectively utilize digital platforms to promote the destination, resulting in the underutilization of digital word-of-mouth promotion and limited brand recognition beyond the local area. This study aims to: (1) increase visitors' awareness of the importance of eco-tourism-based digital promotion; (2) equip visitors with effective creative content production skills; and (3) strengthen the image and reach of the local brand “California” as a leading agrotourism destination in Southeast Sulawesi. The program employed a participatory approach integrating three primary methods: lectures and presentations, demonstrations, and guided independent practice conducted directly at the tourism site. Materials were organized into three sessions covering the urgency of eco-digital tourism, viral branding strategies, and digital content creation techniques. Evaluation was conducted through process observation and in-depth interviews with participants. The results indicate that all three program objectives were successfully achieved. Participants demonstrated a significant improvement in their understanding of eco-digital tourism concepts and actively produced creative digital content across four platforms, namely TikTok, Instagram, Facebook, and websites. The content generated by participants contributed to strengthening the brand image and expanding the promotional reach of California Agrotourism. In conclusion, empowering visitors as organic digital promotion agents through structured technical guidance represents a cost-effective and sustainable strategy for strengthening local agrotourism brand visibility and supporting rural community economic welfare.