Peningkatan Kapasitas Promosi Digital dan Layanan Wisatawan melalui Kegiatan Pengabdian Masyarakat di Desa Wisata Cibuntu, Kabupaten Kuningan

Abstract

This community empowerment program was implemented in Cibuntu Tourism Village, Kuningan, West Java, in response to the low utilization of digital technology in tourism promotion and service delivery. The main objective was to enhance the digital capacity of local tourism actors, including tourism awareness groups, tourism-based micro-enterprises, and village officials. A participatory approach was employed, involving practical training sessions, the development of digital promotion strategies based on local potential, and technical assistance. Data collection methods included interviews, focused group discussions, and field observations. The program’s effectiveness was assessed through pre- and post-tests to measure the participants’ improvement in digital competencies. The results showed a significant increase in digital engagement: active use of social media rose from 15% to 75%, digital content creation skills improved from 10% to 60%, and the use of online booking platforms increased from 5% to 40%. The activities proved effective in empowering the local community to use digital tools in promoting tourism and delivering services. Moreover, the program fostered community participation, a sense of ownership, and sustainability in digital tourism development. To maintain the program's impact, follow-up training and regular technical mentoring are recommended to support continuous improvement in digital capacity.

Keywords: community empowerment, digital capacity, digital tourism; rural tourism, social media marketing