IPB University Lecturers Promote Girijaya Tourism with Digital Marketing Approach
Girijaya Traditional Village, renowned for its rich cultural heritage and triloka-themed tourism activities, is embracing modern advancements through the “Dosen Pulang Kampung” (Dospulkam) program led by Dr Eva Rachmawati of IPB University.
This initiative aims to develop Girijaya Village’s tourism potential by enhancing promotion through digital marketing. The community service program involves various community groups in the Girijaya Traditional Village, including youth and women.
The program is supported by another IPB University lecturer, Dr Syafitri Hidayati, who focuses on developing culture-based tourism and introduces digital marketing as an effective promotional tool.
At the beginning of the program, participants were encouraged to define the unique features of their local tourism, emphasizing the ‘Triloka’ concept, which includes nature, culture, and religion. Following this, participants identified the market segmentation, targeting, and positioning (STP). This process is crucial for determining the appropriate market and marketing strategies.
A key activity in the program is enhancing community capacity through focus group discussions (FGDs) and practical fieldwork. During the FGDs, community members learn the fundamentals of digital marketing, such as market segmentation, target determination, and product placement.
Dr Syafitri provided in-depth explanations on leveraging digital platforms to market Girijaya’s tourism potential.
“The existing potential in Girijaya needs to be developed and marketed, partly by involving youth to understand and practice digital marketing, ensuring that this development benefits the community in the long term,” she said.
In the practical fieldwork, participants directly engaged in digital promotion activities. They learned how to create engaging content, use social media, and understand other online marketing techniques.
Dr Syafitri also guided them on using digital tools like cameras, photo and video editing apps, and writing captions tailored to their target market. The goal is for Girijaya residents to independently and sustainably promote their tourism and cultural activities.
She noted that the Girijaya community received the program positively. They gained new, valuable knowledge for developing their village’s potential.
“Youth and women, in particular, showed high enthusiasm during the training sessions. They hope that with their new skills, they can help increase the number of tourists visiting Girijaya, thereby boosting local income and community welfare,” she explained.
Dr Syafitri also encouraged participants to collaborate with other parties, such as village governments, tourism organizations, and digital communities. This collaboration is expected to expand marketing networks and enhance the effectiveness of Girijaya’s tourism promotion.
“We also encourage the community to actively participate in digital communities, share experiences, and learn from other villages that have successfully developed tourism through digital marketing,” she added. (*/Rz) (IAAS/RUM)
