DIGITAL BRANDING AND SOCIAL MEDIA PROMOTION TRAINING FOR THE DEVELOPMENT OF BANYUROTO TOURISM VILLAGE BASED ON DATA, COMMUNITY, AND LOCAL WISDOM

Abstract

ABSTRACT

Digital technology has shifted tourism promotion toward internet and social media channels, yet many Indonesian tourism villages cannot use those channels consistently. Banyuroto Village, Sawangan Subdistrict, Magelang Regency, has highland landscapes, an access point to the Mount Merbabu hiking route, and micro-enterprise products, but no unified destination brand, fragmented visitor information, and uneven digital content skills among residents. This community engagement program, carried out on 2 June 2026, aimed to build and optimize the promotion of Banyuroto Tourism Village through participatory, community-based training and continuous mentoring, particularly for the younger generation. The program was implemented in five stages, from partner coordination and baseline measurement to integrated destination branding and tourism information standardization, hands-on content-creation practice, and evaluation, delivering three core materials on tourism branding, WhatsApp Business, and TikTok. Effectiveness was assessed through paired questionnaires completed by the same 16 participants and analyzed using the exact McNemar, Wilcoxon signed-rank, and Kruskal-Wallis tests. At baseline, only 37.50% understood destination branding and 25.00% had ever created promotional content, although all were already active social media users. After the training, understanding rose to 100%, a change produced by ten discordant pairs that all moved in the positive direction (p = 0.002), while mean confidence in creating promotional content gained a full point, from 2.94 to 3.94, with a large effect size (p = 0.019, r = 0.59). All participants could use the WhatsApp message template, 93.75% planned to apply the skills, and evaluation scores did not differ across hamlets (p = 0.406), showing that the capacity gained was distributed rather than concentrated. Integrating branding, information standardization, accessible platforms, and data literacy in one community-based model therefore converts awareness into applied promotional skill and supports SDG 4, SDG 8 and SDG 17.

ABSTRAK

Perkembangan teknologi digital telah menggeser promosi pariwisata ke kanal berbasis internet dan media sosial, namun banyak desa wisata di Indonesia belum mampu memanfaatkannya secara konsisten. Desa Banyuroto, Kecamatan Sawangan, Kabupaten Magelang, memiliki lanskap dataran tinggi, akses jalur pendakian Gunung Merbabu, dan produk usaha mikro, tetapi belum memiliki destination branding yang terpadu, informasi wisatanya terpencar, dan keterampilan warga dalam membuat konten digital belum merata. Kegiatan pengabdian ini, yang dilaksanakan pada 2 Juni 2026, bertujuan membangun dan mengoptimalkan promosi Desa Wisata Banyuroto melalui pelatihan partisipatif berbasis masyarakat dan pendampingan berkelanjutan, khususnya bagi generasi muda. Program dilaksanakan dalam lima tahap, yaitu koordinasi mitra, identifikasi kebutuhan dan pengukuran awal, pelatihan terpadu destination branding dan standardisasi informasi wisata, praktik langsung pembuatan konten, serta evaluasi, dengan tiga materi inti berupa tourism branding, WhatsApp Business, dan TikTok. Efektivitas program diukur menggunakan kuesioner berpasangan yang diisi oleh 16 peserta yang sama serta dianalisis dengan uji McNemar eksak, Wilcoxon signed-rank, dan Kruskal-Wallis. Sebelum pelatihan, hanya 37,50% peserta memahami destination branding dan 25,00% pernah membuat konten promosi, meskipun seluruhnya telah aktif menggunakan media sosial. Setelah pelatihan, pemahaman peserta mencapai 100%, yang dihasilkan oleh sepuluh pasangan diskordan yang seluruhnya berubah ke arah positif (p = 0,002), sementara rerata keyakinan membuat konten promosi meningkat satu poin penuh, dari 2,94 menjadi 3,94, dengan ukuran efek besar (p = 0,019, r = 0,59). Seluruh peserta mampu menggunakan templat pesan WhatsApp, 93,75% berencana menerapkan keterampilannya, dan skor evaluasi tidak berbeda antardusun (p = 0,406), sehingga kapasitas yang terbentuk tersebar merata dan tidak terpusat. Pengintegrasian branding, standardisasi informasi, platform yang mudah diakses, dan literasi data dalam satu model berbasis masyarakat dengan demikian mengubah kesadaran menjadi keterampilan promosi terapan serta mendukung SDG 4, SDG 8, dan SDG 17.