Integrasi Relasi Kultural, Struktural, dan Pemanfaatan Media Sosial untuk Peningkatan Daya Saing Wisata Edukatif

Abstract

Abstrak

Tujuan: Penelitian ini bertujuan meningkatkan daya tarik usaha wisata outbound Lempung Camping Ground (LCG) melalui pengembangan model pemasaran berbasis digital.

Metode: Menggunakan pendekatan participatory action based empowerment.

Hasil: Menunjukkan peningkatan visibilitas LCG dengan model pemasaran berbasis relasi kultural (integrasi budaya lokal), struktural (kolaborasi institusi), dan media sosial (aktivasi Instagram dengan peningkatan interaksi 20-30%), serta keterlibatan warga lokal dalam penyediaan produk pendukung, meningkatkan jumlah pengunjung hingga 15% dalam periode Mei-November 2025.

Kontribusi/Nilai tambah: Peningkatan ekonomi lokal melalui pemberdayaan sumber daya manusia dan masyarakat, pelestarian budaya melalui integrasi elemen lokal, serta penyediaan blueprint model pemasaran digital untuk UMKM wisata serupa di Indonesia.

Kebaruan: Kebaruan terletak pada integrasi tiga relasi (kultural, struktural, media sosial) dalam konteks wisata edukatif outbound.   Abstract

Purpose: This study aims to enhance the attractiveness of the outbound tourism business Lempung Camping Ground (LCG) through the development of a digital-based marketing model.

Method: The study employs a participatory action-based empowerment approach.

Results: The findings show an increase in LCG’s visibility through a marketing model based on cultural relations (integration of local culture), structural relations (institutional collaboration), and social media (Instagram activation with a 20–30% increase in engagement). In addition, the involvement of seven local residents in providing supporting products contributed to a 15% increase in visitors during the May–November 2025 period.

Contribution/Added Value: The study contributes to local economic improvement through human resource and community empowerment, cultural preservation through the integration of local elements, and the provision of a digital marketing model blueprint for similar tourism MSMEs in Indonesia.

Originality: The novelty lies in the integration of three relational dimensions: cultural, structural, and social media, within the context of educational outbound tourism.