Dari Desa ke Dunia Maya: Optimalisasi Promosi Pariwisata Desas Pakisan Melalui Pelatihan Content Creation

Abstract

The rapid shift from traditional media to digital platforms has transformed how tourists access information and make travel decisions, highlighting the need for rural tourism destinations to strengthen their digital presence. Desa Pakisan in Buleleng Regency, despite its rich natural and cultural attractions, has limited visibility in online search engines and inactive social media channels, resulting in weak destination branding and low tourist awareness. The community lacked digital literacy, technical skills in content production, and a sustainable structure for managing promotional activities. This community service program was implemented to address these issues through an integrated approach combining digital marketing and content creation training. The program employed a participatory and experiential learning method consisting of four stages: needs assessment, development of a novelty-based solution, implementation of a two-day intensive training, and the establishment of a village creative team supported by post-training mentoring. Ten participants—members of the local tourism awareness group (Pokdarwis) and village youth—were trained in digital marketing concepts, the 4A destination framework, photography, videography, content writing, video editing, and social media management. The program resulted in significant improvements in participants’ technical skills, understanding of digital promotion strategies, and ability to create high-quality visual content. The village’s social media accounts, previously inactive since 2019, were reactivated with more structured and engaging posts. A Creative Team was established to ensure long-term continuity of digital promotion, supported by two key outputs: a professionally produced promotional video and a practical handbook titled “Digital Marketing Success Tips”. These outputs strengthened the village’s capacity to maintain a consistent digital presence. Overall, the program contributed substantially to enhancing Desa Pakisan’s digital visibility, empowering local stakeholders, and establishing a sustainable promotional system that supports the village’s competitiveness as an emerging tourism destination.