Digitalization of Tourism Village Branding: Optimizing the Potential of Mangrove Forests

DOI: https://doi.org/10.33650/guyub.v6i3.12463

Authors (s)


(1) * Ani Yoraeni   (Universitas Nusa Mandiri)  
        Indonesia
(2)  Marullah Marullah   (Universitas Nusa Mandiri)  
        Indonesia
(3)  Asep Asep   (Universitas Bina Sarana Informatika)  
        Indonesia
(4)  Ridwan Saputra   (Universitas Nusa Mandiri)  
        Indonesia
(5)  Ridho Ari Saputro   (Universitas Nusa Mandiri)  
        Indonesia
(*) Corresponding Author

Abstract


The community service program in the Sedari Village Mangrove Forest was implemented to address the limited utilization of digital technology in tourism promotion. Prior to the program, tourist visits averaged fewer than 60 per month, while the village’s promotional account received fewer than 10 interactions per post, indicating weak digital recognition and the need for stronger branding. This program aimed to strengthen community capacity through an integrated approach encompassing information technology, branding, and digital promotion. Information technology facilitated content management, branding established a distinctive identity for the mangrove tourism village, and digital promotion effectively disseminated this identity across online platforms. Key activities included developing an official tourism website, providing mentoring on branding that emphasized local characteristics, and collaborating with influencers to expand market reach. The results demonstrated that the website attracted 5,600 visits within two months of launch, while branding support enhanced partners’ ability to design logos, brochures, and social media content. Furthermore, influencer collaboration significantly increased engagement and improved the village’s public image. Overall, the program contributed to community-based sustainable tourism by improving digital literacy, fostering active community participation, creating additional income opportunities, and enhancing awareness of mangrove conservation.

Keywords

Sustainable Tourism, Digital Branding, Digital Literacy, Mangrove Conservation







References


Andriansyah, D. (2018). Penerapan Model Waterfall Pada Sistem Informasi Layanan Jasa Laundry Berbasis Web. Indonesian Journal on Software Engineering (IJSE), 4(1), 27–32. https://doi.org/10.31294/ijse.v4i1.6291

Bunga, V. U. (2024). Mangrove Ecotourism Development to Improve Coastal Community’s Welfare in Sedari Village, Karawang Regency, West Java. Jurnal Abdimas Pariwisata, 5(1), 61–69. https://doi.org/10.36276/jap.v5i1.552

Edwards, S. H., & Hall, M. (n.d.). A Framework for Practical , Automated Black-Box Testing of Component-Based Software 2 An Example Component : One-Way List. Test, 11(2), 1–14. https://doi.org/10.1002/stvr.224

Effendi, I., Yoswaty, D., Harahap, I., Jupendri, J., & Andrizal, A. (2022). Mangrove Conservation, Ecotourism, and Development Strategy in Bandar Bakau Dumai, Indonesia. Journal of Environmental Management and Tourism, 13(5), 1443–1452. https://doi.org/10.14505/jemt.v13.5(61).19

Fikri, M. R. A., & Sam’un, M. (2022). Analisis Pengembangan Kawasan Hutan Mangrove Di Wilayah Pesisir Pantai Kabupaten Karawang. Grouper, 13(2), 138–145. https://doi.org/10.30736/grouper.v13i2.123

Hoffmann, F. J., Braesemann, F., & Teubner, T. (2022). Measuring sustainable tourism with online platform data. EPJ Data Science, 11(1). https://doi.org/10.1140/epjds/s13688-022-00354-6

Ihsan, R. M., & Elyusra, E. (2025). Exploring digital promotion as a tool for community empowerment: A participatory analysis of website utilization in Sumber Urip tourism village. Priviet Social Sciences Journal, 5(7), 96–106. https://doi.org/10.55942/pssj.v5i7.442

Manaf, A., Purbasari, N., Damayanti, M., Aprilia, N., & Astuti, W. (2018). Community-based rural tourism in inter-organizational collaboration: How does it work sustainably? Lessons learned from Nglanggeran Tourism Village, Gunungkidul Regency, Yogyakarta, Indonesia. Sustainability (Switzerland), 10(7). https://doi.org/10.3390/su10072142

Mastur, A. K., Pratiwi, D., Nugroho, S. F., Rizki, I., Yuliana, Y., Ardiansyah, B. I., Asih, S., & Pratiwi, N. K. (2023). Pemanfaatan Media Sosial Sebagai Alat Promosi Ekowisata Hutan Mangrove Pangkal Babu. BangDimas Jurnal Pengembangan Dan Pengabdian Masyarakat, 2(2), 55–62. https://doi.org/10.22437/jppm.v2i2.27687

Mulyana, H. (2025). An Analysis of Tourism Promotion Strategies: Enhancing Destination Competitiveness through Creative. MSJ : Majority Science Journal, 3(2), 201–210. https://doi.org/10.61942/msj.v3i2.373

Mutmainah, I., Yulia, I. A., Setiawan, F. A., Setiawan, A. S., Nurhayati, I., Rainanto, B. H., Harini, S., & Endri, E. (2025). Analysis of Factors Influencing Digital Transformation of Tourism Villages: Evidence from Bogor, Indonesia. Tourism and Hospitality, 6(2), 1–23. https://doi.org/10.3390/tourhosp6020057

Nabila, B. S., Widyanto, M. K., & Ismail, H. (2021). PENERAPAN COMMUNITY BASED TOURISM UNTUK MENINGKATKAN WISATAWAN DALAM PENGEMBANGAN WISATA KOTA LAMA SURABAYA Balqis. 5(01), 167–186.

Normelani, E., Arisanty, D., Hastuti, K. P., Noortyani, R., & Rusdiansyah. (2023). Community Empowerment in Tourism Villages A Case Study of Pokdarwis in Bali. Journal of Environmental Management and Tourism, VII(4).

Nugroho, I., Negara, P. D., & Yuniar, H. R. (2018). the Planning and the Development of the Ecotourism and Tourism Village in Indonesia: a Policy Review. Journal of Socioeconomics and Development, 1(1). https://doi.org/10.31328/jsed.v1i1.532

Purwandari, B., Ramadhan, A., Phusavat, K., Hidayanto, A. N., Husniyyah, A. F., Faozi, F. H., Wijaya, N. H., & Saputra, R. H. (2022). The Effect of Interaction between Followers and Influencers on Intention to Follow Travel Recommendations from Influencers in Indonesia Based on Follower-Influencer Experience and Emotional Dimension. Information (Switzerland), 13(8). https://doi.org/10.3390/info13080384

Purwitasari, I., Basarah, F. F., & Dewanggi I.B, A. P. (2024). Social media as a tourism promotion tool: the case of @thelodgemaribaya. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 8(3), 748–759. https://doi.org/10.25139/jsk.v8i3.7718

Ratna Susanti, Suci Purwandari, & Basnendar Herry Prilosadoso. (2023). Sustainable Tourism Village Development Through Strengthening Collaborative Governance Strategy. International Journal of Social Science, 3(4), 403–410. https://doi.org/10.53625/ijss.v3i4.6988

Redi, A., Sitabuana, T. H., Hanifati, F. I., Nabila, P., & Arsyad, K. (2019). URGENSI PEMBENTUKAN PERATURAN DAERAH PROVINSI BALI MANGROVE BERLANDASKAN KEARIFAN LOKAL Pengelolaan Kawasan Ekosistem Esensial , Antung Deddy Radiansyah pada komunikasi publik Bali . Mangrove di Provinsi Bali sebagian besar tumbuh di dalam kawasan hutan ,. Jurnal Muara Ilmu Sosial, Humaniora Dan Seni, 3(1), 32–42. https://doi.org/10.24912/jmishumsen.v3i1.3517

Ritonga, A. R., Thamrin, M. H., Siahaan, H., Dalimunthe, M. A., & Nur’aini. (2024). Promotion of ecotourism and communication policy in increasing tourists in Indonesia. Journal of Infrastructure, Policy and Development, 8(8), 1–20. https://doi.org/10.24294/jipd.v8i8.4764

Rizky Augia, & Fadhil Arief Dharmawan. (2025). Strategi Pengembangan Ekowisata Mangrove Cuku Nyinyi Desa Sidodadi Kecamatan Teluk Pandan Kabupaten Pesawaran dengan Menggunakan Pendekatan Analisis SWOT. SOSMANIORA: Jurnal Ilmu Sosial Dan Humaniora, 4(1), 121–133. https://doi.org/10.55123/sosmaniora.v4i1.4982

Rodrigues, S., Correia, R., Gonçalves, R., Branco, F., & Martins, J. (2023). Digital Marketing’s Impact on Rural Destinations’ Image, Intention to Visit, and Destination Sustainability. Sustainability (Switzerland), 15(3), 1–20. https://doi.org/10.3390/su15032683

Siregar, N. S. S., Prayudi, A., Vita, N. I., Sari, W. P., & Rosalina, D. (2025). Developing Tangkahan Tourism Village in Indonesia by Strengthening Social Media Literacy for SME. WSEAS Transactions on Environment and Development, 21, 655–666. https://doi.org/10.37394/232015.2025.21.54

Suarthana, I. K. P., K, N. L. P. A., & Hardini, W. (2015). The Impact of Social, Economic and Environment in Local Community Participation of Archeological Tourism Village Bedulu Gianyar, Bali. Journal of Business on Hospitality and Tourism, 1(1), 12. https://doi.org/10.22334/jbhost.v1i1.27

Surya, A. P. (2024). The Role of Ecotourism in Promoting Sustainable Economic Development in Indonesia. Journal of World Economy, 3(1), 43–48. https://doi.org/10.56397/jwe.2024.03.06

Wibowo, A., Muhammad, D. R. A., Lestari, E., & Karsidi, R. (2023). Community Participation and Stakeholder Intervention in Sustainable Ecotourism Development on Lawu Mountainside, Indonesia (Vol. 1). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-128-9_4

Wulandari, D. P. (2025). Tourism Promotion Strategy Analysis: Increasing Destination Attractiveness in the Digital Era. MSJ : Majority Science Journal, 3(1), 163–173. https://doi.org/10.61942/msj.v3i1.330

Yanti, D. (2020). Pengaruh Digital Marketing Terhadap Peningkatan Kunjungan Wisata Di Danau Toba The Effect Of Digital Marketing Toward Enhancement Tourist Visit In Toba Lake. Khasanah Ilmu: Jurnal Pariwisata Dan Budaya, 11(1), 16–26. https://doi.org/10.31294/khi.v11i1.7607


Dimensions, PlumX, and Google Scholar Metrics

10.33650/guyub.v6i3.12463


Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Ani Yoraeni, Marullah Marullah, Asep Asep, Ridwan Saputra, Ridho Ari Saputro

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

This journal is licensed under

Creative Commons License
Creative Commons Attribution-ShareAlike 4.0 International License.