PENDAMPINGAN OPTIMALISASI DIGITAL MARKETING UNTUK MENINGKATKAN BRAND AWARENESS DESA WISATA WANUREJO BOROBUDUR
DOI:
https://doi.org/10.55681/devote.v4i2.4047Keywords:
Brand Awareness, Community Services, Content marketing, Digital Marketing, Sustainable TourismAbstract
This community service activity was carried out with the aim of optimizing the implementation of digital marketing to increase the brand awareness of Wanurejo Tourism Village as a highly competitive, community-based tourism destination. The main issues identified were the low level of brand awareness, inconsistent digital image, and content quality that has not yet been able to optimally represent the uniqueness and potential of the village. This activity was conducted through a phased content marketing approach over three years, with stages of optimization, evaluation, and strategy consolidation. The methods used included technical training, narrative content production, participatory observation, and data-based evaluation using social media analytics. The results showed that an adaptive, data-driven digital marketing strategy focused on relevant and engaging content can increase audience reach, improve the village’s digital image perception, and strengthen community participation in tourism promotion. The conclusion of this activity highlights the importance of integrating structured content strategies with the strengthening of local capacity to support the sustainable, independent promotion of the tourism village.
Downloads
References
Andriani, S. S. A. M. S. Ph. D. H. (2020). Effectiveness of Large-Scale Social Restrictions (PSBB) toward the New Normal Era during COVID-19 Outbreak: a Mini Policy Review. Journal of Indonesian Health Policy and Administration, 5(2). https://doi.org/10.7454/ihpa.v5i2.4001
Armutcu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta Psychologica, 240, 104025. https://doi.org/10.1016/j.actpsy.2023.104025
Brozović, D., & Saito, H. (2022). The Impacts of Covid-19 on the Tourism Sector. Tourism, 70(3), 465–479. https://doi.org/10.37741/t.70.3.9
Deb, S. K., Nafi, S. Md., & Valeri, M. (2024). Promoting tourism business through digital marketing in the new normal era: a sustainable approach. European Journal of Innovation Management, 27(3), 775–799. https://doi.org/10.1108/EJIM-04-2022-0218
Ismail Razak. (2024). Content marketing strategy in increasing consumer interaction on social media. Journal Of Data Science, 2(01), 14–21. https://doi.org/10.58471/jds.v2i01.4008
Jiménez-Barreto, J., Rubio, N., Campo, S., & Molinillo, S. (2020). Linking the online destination brand experience and brand credibility with tourists’ behavioral intentions toward a destination. Tourism Management, 79, 104101. https://doi.org/10.1016/j.tourman.2020.104101
Mathew, V., & Soliman, M. (2021). Does digital content marketing affect tourism consumer behavior? An extension of t echnology acceptance model. Journal of Consumer Behaviour, 20(1), 61–75. https://doi.org/10.1002/cb.1854
Rochefort, T., & Ndlovu, Z. (2024). Digital Marketing Strategies in Building Brand Awareness and Loyalty in the Online Era. Startupreneur Business Digital (SABDA Journal), 3(2), 107–114. https://doi.org/10.33050/sabda.v3i2.539
Škare, M., Soriano, D. R., & Porada-Rochoń, M. (2021). Impact of COVID-19 on the travel and tourism industry. Technological Forecasting and Social Change, 163, 120469. https://doi.org/10.1016/j.techfore.2020.120469
Susanti, L. (2025). Product Marketing Strategy Using Digital Marketing Technology. Journal of Social Science and Business Studies, 3(1), 386–391. https://doi.org/10.61487/jssbs.v3i1.128
Tochukwu Ignatius Ijomah, Courage Idemudia, Nsisong Louis Eyo-Udo, & Kikelomo Fadilat Anjorin. (2024). Innovative digital marketing strategies for SMEs: Driving competitive advantage and sustainable growth. International Journal of Management & Entrepreneurship Research, 6(7), 2173–2188. https://doi.org/10.51594/ijmer.v6i7.1265
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Rizqa Ula Fahadha, Sutarto

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.