PROGRAM DIGITALISASI DESA WISATA: PEMETAAN POTENSI WISATA LOKAL DAN PELATIHAN KONTEN
Abstract
Abstrak: Program Digitalisasi Desa Wisata di Kabupaten Malang dilaksanakan untuk meningkatkan kapasitas digital perangkat desa dan kelompok sadar wisata (pokdarwis), dengan fokus pada penguatan promosi pariwisata berbasis komunitas. Program ini menggunakan pendekatan Participatory Action Research (PAR) yang menempatkan masyarakat sebagai subjek aktif dalam proses transformasi digital desa. Melalui pelatihan intensif, keterampilan digital pengelola desa dalam memproduksi dan mengelola konten kreatif untuk media sosial, khususnya Instagram, mengalami peningkatan yang signifikan. Pelatihan yang melibatkan 16 perangkat desa dan anggota pokdarwis memungkinkan peserta memproduksi konten secara mandiri dan konsisten, sehingga memperkuat digital branding desa. Selain pelatihan, program ini juga mencakup pemetaan potensi wisata secara partisipatif yang menghasilkan tiga jenis peta digital, yaitu Peta Rupa Bumi, Peta Batas Administrasi, dan Peta Potensi Wisata. Ketiga peta tersebut berfungsi sebagai referensi spasial untuk mendukung perencanaan desa yang lebih terarah. Integrasi data spasial ini selanjutnya dimanfaatkan sebagai konten utama dalam perancangan ulang website desa yang sebelumnya tidak aktif. Sebagai upaya menjaga keberlanjutan promosi, disusun Content Calendar selama enam bulan untuk menciptakan konsistensi unggahan konten, sekaligus memposisikan media sosial sebagai sarana komunikasi publik yang strategis.Evaluasi program dilakukan melalui tugas praktik pembuatan konten poster sebagai indikator peningkatan keterampilan peserta. Hasil evaluasi menunjukkan bahwa sebesar 87% peserta mengalami peningkatan keterampilan dalam pembuatan konten visual.
Abstract: The Digitalization Program for Tourism Villages in Malang Regency was implemented to enhance the digital capacity of village officials and tourism awareness groups (pokdarwis), with a focus on strengthening community-based tourism promotion. The program adopted a Participatory Action Research (PAR) approach, positioning local communities as active subjects in the village digital transformation process. Through intensive training, the digital skills of village tourism managers in producing and managing creative content for social media particularly Instagram improved significantly. The training, which involved 16 village officials and pokdarwis members, enabled participants to independently and consistently produce content, thereby strengthening the village’s digital branding. In addition to capacity-building activities, the program included participatory mapping of tourism potential, resulting in three types of digital maps: Topographic Map, Administrative Boundary Map, and Tourism Potential Map. These maps serve as spatial references to support more structured village planning. The integrated spatial data were subsequently utilized as core content in the redesign of the village website, which had previously been inactive. To ensure the sustainability of digital promotion efforts, a six-month Content Calendar was developed to maintain content consistency and position social media as a strategic public communication platform. Program evaluation was conducted through practical assignments involving poster content creation as an indicator of skill improvement. The evaluation results show that 87% of participants experienced an increase in visual content creation skills.
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DOI: https://doi.org/10.31764/jmm.v10i1.36824
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