Pemberdayaan Duta Wisata dalam Promosi Pariwisata Kota Sabang Melalui Pelatihan dan Sertifikasi Pemasaran Digital

Yusra Yusra; Farah Ivana; Teuku Muhammad Jumeil; Sisca Mediyanti; Syarifah Mauli Masyithah; Teuku Muhammad Syauqi; Santri Rahayu; Muhajirin Muhajirin

doi:10.46576/rjpkm.v6i2.6366

Pemberdayaan Duta Wisata dalam Promosi Pariwisata Kota Sabang Melalui Pelatihan dan Sertifikasi Pemasaran Digital

Yusra Yusra, Farah Ivana, Teuku Muhammad Jumeil, Sisca Mediyanti, Syarifah Mauli Masyithah, Teuku Muhammad Syauqi, Santri Rahayu, Muhajirin Muhajirin

Abstract

Di era transformasi digital, kemampuan dalam memasarkan produk dan jasa secara digital menjadi kebutuhan penting bagi para pelaku industri pariwisata, termasuk Duta Wisata sebagai representasi promosi daerah. Namun, di Kota Sabang, kompetensi digital marketing di kalangan Duta Wisata masih terbatas, sehingga memengaruhi efektivitas mereka dalam mempromosikan potensi wisata secara digital. Untuk menjawab tantangan tersebut, kegiatan pengabdian kepada masyarakat ini dilaksanakan di Kota Sabang, Provinsi Aceh, dengan menyasar kepada mitra pengabdian kami, yaitu Duta Wisata Kota Sabang yang tergabung dalam Syarikat Agam Inong (SAIN). Kegiatan ini bertujuan untuk meningkatkan kapasitas digital marketing para Duta Wisata melalui metode ceramah, diskusi, dan praktik dalam bentuk pelatihan pemasaran digital. Materi pelatihan mencakup pengenalan elemen-elemen pemasaran digital, pemasaran media sosial, optimasi mesin pencari, pemasaran konten, dan analisis pemasaran. Selain itu, tim pengabdi juga menyusun modul pelatihan sebagai panduan teknis bagi peserta. Hasil kegiatan pengabdian ini menghasilakn adanya peningkatan yang signifikan mengenai kompetensi peserta pelatihan digital marketing. Keberhasilan kegiatan ini juga dapat dilihat melalui berhasilnya tiga peserta memperoleh sertifikasi kompetensi digital marketing berstandar BNSP dari lembaga sertifikasi Tikom sebagai mitra kami dalam kegiatan ini.

Keywords

Digital Marketing; Pelatihan; Kota Sabang; Duta Wisata; Modul Digital Marketing

Full Text:

PDF

References

Ariffin, A.A.M., Nameghi, E.N.M. & Soon, Y.K. 2015. The Relationships between National Identity, Hospitality, and Satisfaction among Foreign Hotel Guests. Journal of Travel and Tourism Marketing 32(6): 778–793.

Armstrong, G. M., Kotler, P., Harker, M.J. & Brennan, R. 2018. Marketing: an introduction. Pearson UK. Pearson UK.:

Baber, R. & Baber, P. 2022. Influence of social media marketing efforts, e-reputation and destination image on intention to visit among tourists: application of S-O-R model. Journal of Hospitality and Tourism Insights.

Boisen, M., Terlouw, K., Groote, P. & Couwenberg, O. 2018. Reframing place promotion, place marketing, and place branding - moving beyond conceptual confusion. Cities 80(August): 4–11.

Caraka, R.E., Noh, M., Lee, Y., Toharudin, T., Yusra, Tyasti, A.E., Royanow, A.F., Dewata, D.P., Gio, P.U., Basyuni, M. & Pardamean, B. 2022. The Impact of Social Media Influencers Raffi Ahmad and Nagita Slavina on Tourism Visit Intentions across Millennials and Zoomers Using a Hierarchical Likelihood Structural Equation Model. Sustainability (Switzerland) 14(1).

Choi, E.K. (Cindy), Fowler, D., Goh, B. & Yuan, J. (Jessica). 2016. Social Media Marketing: Applying the Uses and Gratifications Theory in the Hotel Industry. Journal of Hospitality Marketing and Management 25(7): 771–796.

Cui, F., Lin, D. & Qu, H. 2018. The impact of perceived security and consumer innovativeness on e-loyalty in online travel shopping. Journal of Travel and Tourism Marketing 00(00): 1–16.

Dash, G., Kiefer, K. & Paul, J. 2021. Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research 122(October 2020): 608–620.

Huang, H., Shen, H., Meng, Z., Chang, H. & He, H. 2019. Community-based influence maximization for viral marketing. Applied Intelligence 49(6): 2137–2150.

Lou, C. & Yuan, S. 2019. Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising 19(1): 58–73.

Lu, L., Chi, C.G. & Liu, Y. 2015. Authenticity, involvement, and image: Evaluating tourist experiences at historic districts. Tourism Management 50: 85–96.

Ngo, T., Lohmann, G. & Hales, R. 2018. Collaborative marketing for the sustainable development of community-based tourism enterprises: voices from the field. Journal of Sustainable Tourism 26(8): 1325–1343.

Rasoolimanesh, S.M., Ringle, C.M., Jaafar, M. & Ramayah, T. 2017. Urban vs. rural destinations: Residents’ perceptions, community participation and support for tourism development. Tourism Management 60: 147–158.

Su, L., Gong, Q. & Huang, Y. 2020. How do destination social responsibility strategies affect tourists’ intention to visit? An attribution theory perspective. Journal of Retailing and Consumer Services 54(December 2019): 102023.

Yusra, Y., Caraka, R.E., Agus, A., Ariffin, A.A.M., Gio, P.U., Chen, R.C. & Lee, Y. 2020. An Investigation of Online Food Aggregator (OFA) Service: Do Online and Offline Service Quality Distinct? Serbian Journal of Management 15(2).

Yusra, Y., Vilzati, V., Eliana, E., Ariffin, A.A.M. & Susanto, P. 2023. Stimulating Visit Intention Using Social Media Influencer: Mediating Role of Enjoyment. Indonesian Journal of Business and Entrepreneurship.

Zatori, A., Smith, M.K. & Puczko, L. 2018. Experience-involvement, memorability and authenticity: The service provider’s effect on tourist experience. Tourism Management 67: 111–126.

DOI: https://doi.org/10.46576/rjpkm.v6i2.6366