TRANSFORMASI PEMASARAN PARIWISATA MELALUI IMPLEMENTASI INOVASI TOURMO: PELATIHAN DIGITAL MEDIA SELULER UNTUK PENGELOLA DESA WISATA

Abstract

Abstrak: Desa wisata memiliki potensi besar dalam mengembangkan pariwisata berbasis alam dan budaya.Namun masih banyak pengelola desa wisata menghadapi tantangan dalam pemasaran digital, terutama terkait keterampilan mengelola media sosial, membuat konten kreatif, dan memanfaatkan teknologi mobile. Tujuan kegiatan ini untuk meningkatkan kapasitas pengelola desa wisata melalui pelatihan TourMo (Trend of Utility Resources-based Mobile System), sebuah inovasi berbasis media digital seluler yang dirancang untuk memperkuat strategi komunikasi dan promosi pariwisata. Fokus pada pengembangan hard skill dalam produksi konten digital dan penggunaan aplikasi berbasis seluler serta komunikasi kreatif (soft skill). Evaluasi dilakukan melalui 15 pertanyaan pre-test dan post-test. Metode kegiatan mencakup pelatihan interaktif, pendampingan pembuatan konten digital, serta simulasi penggunaan TourMo dalam praktik pemasaran. Pelatihan diikuti oleh 10 peserta yang terdiri dari tim inti pengelola media sosial desa dan pelaku UMKM lokal. Evaluasi kegiatan dilakukan untuk menilai peningkatan pemahaman dan keterampilan peserta sebelum dan sesudah pelatihan. Hasil rata-rata skor Pre-Test adalah 49, sedangkan rata-rata skor Post-Test meningkat menjadi 85. Hal ini mengindikasikan bahwa intervensi atau pelatihan yang diberikan berdampak positif terhadap peningkatan pengetahuan dan kemampuan peserta. Implementasi TourMO diharapkan memperluas jangkauan promosi, memperkuat citra destinasi, dan mendorong peningkatan kunjungan wisatawan.

Abstract: Tourism villages have great potential in developing nature- and culture-based tourism. However, many tourism village managers still face challenges in digital marketing, particularly in terms of social media management skills, creative content creation, and mobile technology utilization. The objective of this activity is to improve the capacity of tourism village managers through TourMo (Trend of Utility Resources-based Mobile System) training, a mobile digital media-based innovation designed to strengthen tourism communication and promotion strategies. The focus is on developing in digital content production and the use of mobile-based applications (hard skills) as well as creative communication (soft skills). The evaluation was conducted through 15 pre-test and post-test questions. The activity methods include interactive training, assistance in creating digital content, and simulations of using TourMo in marketing practices. The training was attended by 10 participants consisting of the core team of village social media managers and local MSME actors. The activity was evaluated to assess the improvement in participants' understanding and skills before and after the training. The average pre-test score was 49, while the average post-test score increased to 85. This indicates that the intervention or training provided had a positive impact on improving participants' knowledge and abilities. The implementation of TourMO is expected to expand the reach of promotion, strengthen the image of the destination, and encourage an increase in tourist visits.