Kolaborasi branding bale mangrove melalui optimalisasi media sosial sebagai upaya peningkatan promosi wisata berkelanjutan di Jerowaru
DOI:
https://doi.org/10.70115/alpatih.v4i1.661Keywords:
branding destinasi wisata, media sosial, Instagram, wisata berkelanjutan, pemasaran digitalAbstract
Pengabdian ini bertujuan untuk membangun kolaborasi branding destinasi wisata dan mengoptimalkan penggunaan media sosial, khususnya Instagram, sebagai sarana promosi wisata yang berkelanjutan. Metode pelaksanaan mencakup observasi lapangan, wawancara mendalam dengan pengelola, pembuatan identitas visual merek, produksi konten kreatif berupa foto, video, dan reels, penyusunan kalender konten, serta pelatihan dan pendampingan pengelola dalam pemasaran digital mandiri. Hasil kegiatan menunjukkan peningkatan signifikan pada jumlah pengikut akun Instagram Bale Mangrove, jangkauan organik konten, serta keterlibatan audiens. Lebih dari sekadar pembuatan konten promosi, program ini berhasil membangun identitas merek destinasi yang konsisten dan meningkatkan kapasitas pengelola lokal dalam mengelola pemasaran digital secara mandiri dan berkelanjutan. Kegiatan ini berkontribusi pada penguatan citra destinasi wisata berbasis ekologi di Lombok Timur sekaligus mendukung prinsip-prinsip pariwisata berkelanjutan yang bertumpu pada pemberdayaan masyarakat lokal.
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