PERAN PEMASARAN DIGITAL DALAM MEMPROMOSIKAN PARIWISATA TANDUNG ANDUNG DESA LENDANG ARA

MUH HUSEIN BAYSHA; ENDAH RESNANDARI PUJI  ASTUTI; AGUS  FAHMI; MASHUR MASHUR

doi:10.51878/community.v4i2.3323

Authors

MUH HUSEIN BAYSHA Prodi Teknologi Pendidikan, FIPP, Universitas Pendidikan Mandalika
ENDAH RESNANDARI PUJI ASTUTI Prodi Teknologi Pendidikan, FIPP, Universitas Pendidikan Mandalika
AGUS FAHMI Prodi Administrasi Pendidikan, FIPP, Universitas Pendidikan Mandalika
MASHUR MASHUR Prodi Ekonomi Islam, FE, Universitas Nahdlatul Ulama NTB

DOI:

https://doi.org/10.51878/community.v4i2.3323

Keywords:

Pemasaran Digital, Promosi, Pariwisata

Abstract

Program ini menganalisis peran pemasaran digital dalam mempromosikan pariwisata Tandung Andung di Desa Lendang Ara serta dampaknya terhadap ekonomi lokal. Data dikumpulkan melalui survei dari 334 responden yang mencakup informasi demografis, pengalaman wisata, efektivitas pemasaran digital, kepuasan wisatawan, dan dampak ekonomi. Hasil survei pelaksanaan program menunjukkan bahwa pemasaran digital melalui media sosial efektif dalam meningkatkan visibilitas Desa Lendang Ara dan menarik wisatawan. Namun, inovasi lebih lanjut diperlukan untuk meningkatkan jumlah kunjungan secara signifikan. Hambatan utama yang diidentifikasi adalah kurangnya atraksi wisata baru dan pengelolaan sampah yang belum optimal. Rekomendasi utama mencakup pengembangan wahana wisata baru seperti area camping ground, flying fox, dan area bermain anak, serta implementasi program pengelolaan sampah yang berkelanjutan. Dukungan dari DRTPM Ditjendikti Kemendikbudristek, tim pengabdian kepada masyarakat Universitas Pendidikan Mandalika, dan berbagai stakeholder sangat penting untuk memastikan keberlanjutan program ini. Dengan inovasi dan manajemen yang tepat, pemasaran digital diharapkan dapat lebih efektif dalam menarik wisatawan dan memberikan dampak positif yang berkelanjutan bagi ekonomi dan lingkungan lokal.

ABSTRACT
This program analyzes the role of digital marketing in promoting tourism in Tandung Andung, Lendang Ara Village, and its impact on the local economy. Data was collected through a survey of 334 respondents, covering demographic information, tourism experiences, digital marketing effectiveness, tourist satisfaction, and economic impact. The survey results show that digital marketing through social media is effective in increasing the visibility of Lendang Ara Village and attracting tourists. However, further innovation is needed to significantly increase the number of visits. The main obstacles identified are the lack of new tourist attractions and suboptimal waste management. The primary recommendations include the development of new tourist attractions such as camping grounds, flying fox, and children's play areas, as well as the implementation of a sustainable waste management program. Support from DRTPM Ditjendikti Kemendikbudristek, the community service team of Universitas Pendidikan Mandalika, and various stakeholders is crucial to ensure the sustainability of this program. With proper innovation and management, digital marketing is expected to be more effective in attracting tourists and providing sustainable positive impacts on the local economy and environment.

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