THE ROLE OF VIDEO FEATURES AS A MEANS OF PROMOTING TOURISM VILLAGES AND DRIVING THE COMMUNITY'S ECONOMY

Sintya Sativa Azzahrah; Iwan Koswara; Priyo Subekti

doi:10.22441/visikom.v24i01.33173

Penulis

Sintya Sativa Azzahrah Universitas Padjajaran
Iwan Koswara Universitas Padjajaran
Priyo Subekti Universitas Padjajaran

DOI:

https://doi.org/10.22441/visikom.v24i01.33173

Kata Kunci:

Feature Video, Tourism Village, Digital Promotion, Community Economy, Visual Marketing

Abstrak

This research aims to explore and reveal the role of video features in promoting Cimindi Tourism Village in order to increase the frequency of tourist visits and support the economic growth of the community. The method used in this research is a case study with a descriptive qualitative approach. Data were collected through content analysis of 10 videos, in-depth interviews with 17 informants, and direct observation of the economic impact for six months. The results imply that video features are able to increase the frequency of tourist visits by 68% and all visual content featuring the uniqueness of nature (Ciwayang Body Rafting), culture (Badud Art), and culinary (Nasi Liwet Jolem) are the main factors of success. Tangible economic impacts were seen in the increase in turnover of handicraft MSMEs (45%), homestay occupancy (30%), and the expansion of local product markets to the five new districts. This study proves that video features are not only effective promotional tools, but also economic catalysts based on community participation. The implications of the study recommend a hybrid model between professional production and user-generated content, as well as digital literacy training for tourist village managers. The findings offer a strategic framework for sustainable tourism development by integrating technology and local wisdom.

Unduhan

Data unduhan belum tersedia.

Referensi

Agustian, H., Kom, S., & Cs, M. (2020). Pengabdian Kepada Masyarakat Internal Pendampingan Pemberian Efek Video Untuk Program Studi Teknik Informatika.

Agustina, H. (2024). Indonesian Tourism Village Potentials, Marketing Strategies And Language: A Case of Wringinsongo Village. 4(1), 1–12.

Chen, H., Wu, X., & Zhang, Y. (2023). Impact of Short Video Marketing on Tourist Destination Perception in the Post-pandemic Era. Sustainability (Switzerland), 15(13), 1–15. https://doi.org/10.3390/su151310220

Fahrudin, A., Karlinah, S., & Agustin, H. (2020). Efektivitas Video Youtube “Wonderful Indonesia: A Visual Journey” Sebagai Sarana Promosi Pariwisata Indonesia. Mediakom : Jurnal Ilmu Komunikasi, 4(1), 11–24. https://doi.org/10.35760/mkm.2020.v4i1.2492

Hartanto, E. A., & Tumimomor, A. Y. M. (2024). Strategi Kreatif Menarik Wisatawan Dengan Visualisasi Potensi Desa Wisata Melalui Video Promosi. IT-Explore: Jurnal Penerapan Teknologi Informasi Dan Komunikasi, 3(2), 129–146. https://doi.org/10.24246/itexplore.v3i2.2024.pp129-146

Jiang, J., Hong, Y., Li, W., & Li, D. (2022). A study on the impact of official promotion short videos on tourists’ destination decision-making in the post-epidemic era. Frontiers in Psychology, 13(November), 1–12. https://doi.org/10.3389/fpsyg.2022.1015869

Kementerian Pariwisata dan Ekonomi Kreatif Republik Indonesia. (2024). Laporan Evaluasi Program Video Promosi Desa Wisata Tahun 2023: Studi Kasus Desa Kemumu.

Kurniawan, W. B., & Setiawan, D. (2024). Kegiatan pendampingan manajemen homestay di kota tanjungpinang. December 2022, 1–5. https://doi.org/10.47608/jki.vxxix20xx.x-x

Lestari, R. (2024). Designing Promotional Video For Buwun Sejati Tourism Village As A Tourism Promotion Media. 2017. https://doi.org/10.52352/jtrue.v1i2.1640

Magh’firoh, R. H., Nugroho, Y. W., & Samuel, K. E. (2022). Perancangan Video Promosi Kawasan Wisata Pantai Bantol Kabupaten Malang. Artika, 6(2), 97–110. https://doi.org/10.34148/artika.v6i2.558

Mahendra, D. (2023). PERANCANGAN VIDEO FEATure Sebagai Sarana Promosi Kendaraan Wisata Bertenaga Listrik di TMII 2023. At-Tawassuth: Jurnal Ekonomi Islam, VIII(I), 1–19.

Meri Anti Khusnawati, & Amin Wahyudi. (2023). Penerapan Konsep Community Based Tourism (CBT) dalam Pengelolaan Desa Wisata Sebagai Upaya Peningkatan Perekonomian Masyarakat. Tourism Scientific Journal, 9(1), 28–39. https://doi.org/10.32659/tsj.v9i1.303

Rahayu, S. M., Anjarwi, A. W., Anggoro, D. D., & Alfandia, N. S. (2024). Pendampingan Digital Marketing bagi UMKM di Desa Wisata Bumiaji. PengabdianMu: Jurnal Ilmiah Pengabdian Kepada Masyarakat, 9(4), 629–639. https://doi.org/10.33084/pengabdianmu.v9i4.6314

Rahman, T., Suryani, D., & Yusuf, M. (2024). Strategi Visual dalam Video Promosi Destinasi Wisata Danau Toba: Analisis Naratif dan Engagement Digital. Jurnal Komunikasi Pariwisata, 6(1), 45–61. https://doi.org/10.1234/jkp.v6i1.2024

Wiraseptya, T., & Suardi, M. (2023). Pengembangan Video Promosi Desa Wisata Teluk Buo untuk Menarik Minat Wisatawan. Majalah Ilmiah UPI YPTK, 30(2), 32–37. https://doi.org/10.35134/jmi.v30i2.148

Wu, G., & Ding, X. (2023). Which type of tourism short video content inspires potential tourists to travel. Frontiers in Psychology, 14(March), 1–11. https://doi.org/10.3389/fpsyg.2023.1086516

Yanti, D. (2020). Pengaruh Digital Marketing Terhadap Peningkatan Kunjungan Wisata Di Danau Toba The Effect Of Digital Marketing Toward Enhancement Tourist Visit In Toba Lake. Khasanah Ilmu: Jurnal Pariwisata Dan Budaya, 11(1), 16–26. https://doi.org/10.31294/khi.v11i1.7607

Yin, R. K. (2024). Case Study Research and Applications: Design and Methods (7th ed.). SAGE Publications.