Pemberdayaan Desa Wisata Svarga Minapadi Melalui Pendampingan Pendanaan, Optimalisasi Manajemen, Pemasaran Digital, dan Revitalisasi Identitas [Empowerment of Svarga Minapadi Tourism Village Through Funding Assistance, Management Optimization, Digital Marketing, and Identity Revitalization]
DOI:
https://doi.org/10.19166/imj.v5i1.9644Keywords:
Pemasaran Digital, Pemberdayaan, Ethnography, Optimasi Manajemen, Desa Wisata, [Digital Marketing, Empowerment, Management Optimization, Tourism Village]Abstract
Tourism holds remarkable potential in enhancing and developing rural villages across various sectors, particularly its economic conditions. Panembangan Village is one such tourism village, with its most notable destination being Svarga Minapadi which combines agriculture, sustainable fisheries and picturesque landscapes. To comprehensively evaluate Svarga Miapadi’s developmental needs, an ethnographic participant-observation approach is utilized during a twenty-day immersive live-in period. Field observation and semi-structured interviews reveal stagnated development due to a lack of funds and human resources, as well as inefficient management. As a result, three programs regarding funding, management optimization and brand revitalization through improved digital marketing are launched into action in order to further empower and advance Svarga Minapadi as a tourism village destination. The aforementioned programs, conducted through training and assistance methods, aim to attain funding for the development of attractions and signage in Svarga Minapadi, effective standard operation systems concerning daily activities, and financial management. Content creation and digital marketing workshops are also utilized to increase awareness regarding Svarga Minapadi while simultaneously strengthening the brand image of fish processing and marketing groups in Panembangan Village, further empowering the tourism potential of Svarga Minapadi and its stakeholders.
Abstrak Bahasa Indonesia: Pariwisata memiliki potensi luar biasa dalam mengembangkan desa-desa dalam berbagai sektor, terkhusus sektor perekonomian. Desa Panembangan merupakan salah satu desa wisata, dengan destinasi utamanya yaitu Svarga Minapadi yang menggabungkan pertanian, perikanan berkelanjutan, dan pemandangan yang indah dan asri. Untuk mengevaluasi kebutuhan pembangunan Svarga Minapadi dengan lebih komprehensif, pendekatan observasi partisipan etnografi digunakan selama periode live-in dua puluh hari. Observasi lapangan dan wawancara semi-terstruktur mengungkap stagnasi karena kekurangan dana dan sumber daya manusia, serta manajemen yang tidak efisien. Oleh karena itu, tiga program terkait pendanaan, optimisasi manajemen, dan revitalisasi identitas brand melalui peningkatan pemasaran digital dilaksanakan guna memberdayakan dan memajukan Svarga Minapadi sebagai objek wisata. Program-program tersebut, yang dilaksanakan melalui metode pelatihan dan pendampingan, bertujuan untuk memperoleh pendanaan guna membangun wahana dan petunjuk dalam Svarga Minapadi serta meningkatkan efektivitas standar operasional prosedur berkaitan dengan kegiatan sehari-hari dan pengelolaan keuangan. Pembuatan konten dan pelatihan pemasaran digital juga digunakan untuk meningkatkan kesadaran masyarakat terhadap Svarga Minapadi sekaligus memperkuat citra merek peneliti pengelola dan pemasaran produk perikanan di Desa Panembangan. Upaya-upaya ini diharapkan dapat semakin memberdayakan potensi pariwisata Svarga Minapadi dan pemangku kepentingannya.
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