STRATEGI DIGITAL BRANDING MELALUI INFLUENCER UNTUK MENINGKATKAN KUNJUNGAN WISATA PADA PEMBUKAAN KEMBALI WISATA ANTAP
DOI:
https://doi.org/10.31004/cdj.v5i6.39942Keywords:
Digital Branding, Influencer, Media Sosial, Pariwisata Lokal, Pengabdian Masyarakat, Wisata AntapAbstract
Wisata Antap, sebuah destinasi wisata alam di Desa Cikakak, Kabupaten Banyumas, mengalami penurunan kunjungan wisatawan akibat kurangnya promosi efektif dan dampak pandemi Covid-19. Program pengabdian masyarakat ini bertujuan untuk meningkatkan visibilitas dan kunjungan wisatawan melalui strategi digital branding berbasis media sosial. Metode yang digunakan adalah Participatory Action Research (PAR), melibatkan pengelola Wisata Antap di bawah BUMDes Mitra Usaha Sejahtera (MUS) dan masyarakat lokal. Tahapan program meliputi observasi awal, FGD, pelatihan digital branding, implementasi strategi promosi, serta monitoring dan evaluasi. Hasil menunjukkan peningkatan signifikan pada beberapa indikator, seperti kesadaran merek yang naik dari 40% menjadi 72% dan peningkatan tayangan media sosial hingga 9.625 views dalam 30 hari pertama. Selain itu, kunjungan wisatawan pada acara pembukaan kembali mencapai 252 orang, dengan rata-rata kunjungan harian meningkat hingga 25%. Penjualan produk UMKM lokal di Pasar Wisata Antap juga meningkat sebesar 25%, melampaui target 20%. Strategi digital branding melalui paid promote dan kolaborasi dengan influencer terbukti efektif dalam meningkatkan daya tarik dan keberlanjutan destinasi wisata. Hasil ini menunjukkan bahwa pendekatan digital branding dapat menjadi solusi yang relevan untuk mengoptimalkan potensi destinasi wisata lokal.References
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