Bimbingan Teknis Brand Image Destinasi Wisata di Kabupaten Lahat, Sumatra Selatan
Abstract
The community service carried out aims to provide information, outreach, and help managers of tourist destinations, especially Ayek Pacar, Puncak Gugah, Green Canyon, and the Tanjung Menang Village Tourism Awareness Group, Jarai District, Lahat Regency, to better understand promotional activities through social media (Instagram) and training to create visual product content, photos or videos accompanied by captions, in Indonesian and English so that the promotional reach is more expansive. The method used is socialization or counseling based on the evaluation results of promotional responses implemented using the AISAS concept (Attention, Interest, Search, Action, Share), training, and mentoring. The results of the service activities carried out for three days in Lahat Regency were: (1) participants received material related to branding, content marketing, and the use of language in promotions; (2) participants created Instagram social media accounts for promoted tourist objects and destinations and learned to create captions in interesting language; and (3) participants uploaded photos and videos of their tourist attractions accompanied by captions using exciting language. As a result of the guidance, all participants agreed that optimal promotion through Instagram social media is essential to creating a dream for prospective tourists so that they can immediately prepare travel plans; it has implications for increasing tourist visits.
Keywords: AISAS, promotion, social media.
Abstrak
Pengabdian kepada masyarakat yang dilaksanakan bertujuan untuk memberikan informasi, sosialisasi, dan membantu para pengelola destinasi wisata, khususnya Ayek Pacar, Puncak Gugah, Green Canyon, dan Kelompok Sadar Wisata Desa Tanjung Menang, Kecamatan Jarai, Kabupaten Lahat untuk lebih memahami kegiatan promosi melalui media sosial (instagram) dan melatih membuat konten visual produk foto atau video disertai caption, dalam bahasa Indonesia maupun bahasa Inggris sehingga jangkauan promosi lebih besar. Metode yang digunakan dalam kegiatan ini berupa sosialisasi atau penyuluhan berbasis pada hasil evaluasi dari respon promosi yang diterapkan menggunakan konsep AISAS (Attention, Interest, Search, Action, Share), pelatihan, dan pendampingan. Hasil kegiatan pengabdian yang dilaksanakan selama tiga hari di Kabupaten Lahat adalah (1) peserta mendapatkan materi terkait branding, content marketing, dan penggunaan bahasa dalam promosi; (2) peserta membuat sosial media instagram untuk objek/destinasi wisata yang dipromosikan dan belajar membuat caption dengan bahasa yang menarik; (3) peserta mengunggah foto dan/atau video objek wisata yang dimiliki dilengkapi dengan caption menggunakan bahasa yang menarik. Hasil pembimbingan, seluruh peserta sepakat bahwa promosi yang optimal melalui media sosial instagram sangat diperlukan untuk menciptakan dreaming tersendiri bagi calon wisatawan agar segera menyusun planning berwisata, sehingga berimplikasi pada kunjungan wisatawan yang meningkat.
Kata kunci: AISAS, promosi, media sosial.
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