PENDAMPINGAN OPTIMALISASI DIGITAL MARKETING UNTUK MENINGKATKAN BRAND AWARENESS DESA WISATA WANUREJO BOROBUDUR

Authors

  • Rizqa Ula Fahadha Universitas Tidar
  • Sutarto Universitas Tidar

DOI:

https://doi.org/10.55681/devote.v4i2.4047

Keywords:

Brand Awareness, Community Services, Content marketing, Digital Marketing, Sustainable Tourism

Abstract

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

Download data is not yet available.

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

2025-06-30

How to Cite

Fahadha, R. U., & Sutarto, S. (2025). PENDAMPINGAN OPTIMALISASI DIGITAL MARKETING UNTUK MENINGKATKAN BRAND AWARENESS DESA WISATA WANUREJO BOROBUDUR. Devote : Jurnal Pengabdian Masyarakat Global, 4(2), 176–182. https://doi.org/10.55681/devote.v4i2.4047