Inovasi Pengelolaan Usaha berbasis Potensi Lokal dan Pemasaran Digital untuk Pemberdayaan Masyarakat Pesisir di Karamba Pesisir Paradise
Keywords:
business management, community empowerment, digital promotion, educational-based tourism, Karamba Pesisir ParadiseAbstract
The implementation of community service activities aims to enhance the economic, social, and managerial capacities of coastal communities in Karamba Pesisir Paradise, Nambo District, Kendari City, Southeast Sulawesi. This community service program focuses on three main aspects: (1) strengthening digital promotion through the use of social media, (2) improving business management capacity, and (3) developing educational-based tourism attractions. Through a participatory and collaborative approach, this activity involves training, intensive mentoring, and business planning based on local potential. The results of the study show that social media training and digital marketing have significantly increased the visibility of the business, with business partners utilizing Instagram, Facebook, and TikTok to expand their audience reach and enhance user interaction. The business management aspect also showed improvement, with the development of a more systematic business plan, making business management more structured and sustainable. Additionally, the physical environment arrangement in the karamba area successfully increased the tourism appeal and positively impacted visitors' experiences. The social and economic impacts include the creation of new business opportunities and the empowerment of local communities. The evaluation indicates that although initial results are positive, sustainability challenges of the program still need attention, particularly in optimizing the use of social media. Overall, this community service activity shows great potential in developing sustainable local-based tourism businesses and can serve as a model for similar development in other coastal areas.
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