DARI PELAKU KE PENGELOLA: PENGUATAN KAPASITAS MASYARAKAT DALAM TATA KELOLA DESTINASI PARIWISATA BERKELANJUTAN

Lasarus Jehamat; Ernestus Holivil; Laurensius Petrus Sayrani; Nursalam Nursalam; Balkis Soraya Tanof; Rena Saputri Hilaria Sitanggang

doi:10.31764/jmm.v10i5.43236

DARI PELAKU KE PENGELOLA: PENGUATAN KAPASITAS MASYARAKAT DALAM TATA KELOLA DESTINASI PARIWISATA BERKELANJUTAN

Lasarus Jehamat, Ernestus Holivil, Laurensius Petrus Sayrani, Nursalam Nursalam, Balkis Soraya Tanof, Rena Saputri Hilaria Sitanggang

Abstract

Abstrak: Pengelolaan pariwisata berbasis masyarakat masih menghadapi keterbatasan kapasitas pengelola, pembagian peran, standar pelayanan, pengembangan produk wisata, dan promosi digital. Kegiatan pengabdian ini bertujuan meningkatkan kapasitas masyarakat dari pelaku menjadi pengelola aktif destinasi pariwisata berkelanjutan. Mitra kegiatan adalah masyarakat Desa Mengeruda, Kabupaten Ngada, yang melibatkan 30 peserta. Metode pelaksanaan meliputi sosialisasi, ceramah interaktif, diskusi, workshop, praktik penyusunan paket wisata, pelatihan promosi digital, simulasi pelayanan, dan pendampingan. Evaluasi dilakukan melalui pre-test, post-test, observasi praktik, dan survei kepuasan peserta. Hasil menunjukkan rata-rata pemahaman peserta meningkat dari 48,3% menjadi 87,2%, atau naik 38,9 poin persentase. Peserta juga menghasilkan tiga paket pengalaman wisata serta mampu memanfaatkan Instagram, Facebook Page, dan WhatsApp Business untuk promosi. Sebanyak 93,3% peserta menyatakan puas atau sangat puas dengan kegiatan. Program ini memperkuat softskill koordinasi dan komunikasi sekaligus hardskill pengelolaan destinasi dan pemasaran digital.

Abstract: Community-based tourism management still faces limitations in managerial capacity, role distribution, service standards, tourism product development, and digital promotion. This community engagement program aimed to strengthen local capacity by transforming residents from tourism participants into active managers of sustainable destinations. The program involved 30 participants from Mengeruda Village, Ngada Regency. Activities combined socialization, interactive lectures, group discussions, workshops, tourism-package development, digital-promotion training, service simulations, and mentoring. Evaluation was conducted through pre-tests, post-tests, practical observation, and participant satisfaction surveys. The results showed that the average level of participant understanding increased from 48.3% to 87.2%, representing a 38.9 percentage-point improvement. Participants also developed three tourism experience packages and acquired practical skills in using Instagram, Facebook Page, and WhatsApp Business for destination promotion. Moreover, 93.3% of participants reported being satisfied or highly satisfied with the program. The program strengthened coordination and communication soft skills as well as destination-management and digital-marketing hard skills.

Keywords

Community Capacity; Destination Governance; Sustainable Tourism; Community-Based Tourism; Digital Promotion.

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DOI: https://doi.org/10.31764/jmm.v10i5.43236