Digital Based Sustainable Tourism Village Brand as a Village Economic Driver
Abstract
Rural tourism branding is one of the efforts that can generate a major contribution to Indonesian tourism. The variety of cultures and characteristics of Indonesian villages have opportunities in the development of sustainable tourist destinations. However, various fundamental problems have caused many tourist villages to have not maximized their potential. One of the main problems in developing villages as tourist destinations is the lack of promotional activities and branding for differentiation between villages. This study aims to examine digital rural branding activities in Batu Malang City through digital media platforms to form village economic resilience. This study uses the Pentahelix concept with a case study research method in Batu City, Malang. The results of this study indicate that one of the communities that actively carries out branding activities through digital media is the KIM (Community Information Group). KIM uses TV Desa as a rural tourism village branding platform in collaboration with the government, academics, media, and business people. KIM's partnerships with various stakeholders are able to drive opportunities to improve the village economy. Collaboration between elements has encouraged the development of Micro, Small and Medium Enterprises (UMKM) in Batu Malang City so that they can drive the village economy.
Keywords
Full Text:
PDF (ENGLISH)References
Agoes, A., Edison, E., & Kemala, Z. (2019). DESIGNING RURAL TOUR PROGRAM IN CONNECTING TOURISM VILLAGE TO RESORT TOURISTS, TANJUNG LESUNG, BANTEN INDONESIA. Printed in Indonesia. All Right Reserved Published by ITB Journal Publisher, 12–24. https://doi.org/10.5614/ajht.2019.17.1.2
Artin, O., Mukti, B., Rosyid, A. N., & Asmoro, E. I. (2020). MODEL PENTAHELIX DALAM SINERGI PARIWISATA DI IDONESIA UNTUK PEMBERDAYAAN PEREKONOMIAN LOKAL : STUDI LITERATUR. Jurnal Ilmiah Hospitality, 9(1), 1–8. https://doi.org/10.47492/JIH.V9I1.21
Fathani, A. T., Purnomo, E. P., Setiawan, D., Fadhlurrohman, M. I., & Nugroho, D. H. (2021). Penta-Helix Model in Sustaining Indonesia’s Tourism Industry. International Conference on Advances in Digital Science, volume 1352. https://doi.org/10.1007/978-3-030-71782-7_42
Kumar Roy, S., Nazmul Huda, M., Fatema, R., & Islam, J. (2020). Reviewing YouTube as a Compelling Tool for the Promotion of Tourism. International Journal of Management and Accounting, 96–104. https://doi.org/10.34104/ijma.020.0960104
Mastika, I. K., & Nimran, U. (2020). DESTINATION BRANDING MODEL OF AN ECOLOGICAL TOURISM VILLAGE IN BALI. INDONESIA. GeoJournal of Tourism and Geosites, 31(3), 1068–1074. https://doi.org/10.30892/gtg.3
Rizqo, K. (2022). Jokowi Ungkap Kunjungan Turis Asing Naik 2 Kali Lipat Dibanding Tahun Lalu. Detik.Com. https://news.detik.com/berita/d-6314652/jokowi-ungkap-kunjungan-turis-asing-naik-2-kali-lipat-dibanding-tahun-lalu
Sudibya, B. (2018). BALI MEMBANGUN BALI JURNAL BAPPEDA LITBA
NG Wisata Desa dan Desa Wisata. http://www.berdesa.com/apa-beda-desa-wisata-dan-wisata-desa
Sunuantari, M. (2017). Tourism Communication in Community Based Tourism in Dieng Community, Central Java, Indonesia. Binus Business Review, 8(2), 149. https://doi.org/10.21512/bbr.v8i2.1894
Sunuantari, M., Zarkasi, I. R., Gunawan, I., & Farhan, R. M. (2021). R-TIK Digital Literacy towards Indonesian MSMEs (UMKM) Digital Energy of Asia. Komunikator, 13(2), 175–187. https://doi.org/10.18196/jkm.12380
Suyasa, I. M., & Suteja, I. W. (2021). PARIWISATA BUDAYA NTB DALAM PERSIMPANGAN JALAN. Journal Of Responsible Tourism, Vol.1(1), 35–42. https://stp-mataram.e-journal.id/JRT/article/view/990/775
Syah, F. (2017). STRATEGI MENGEMBANGKAN DESA WISATA. PROSIDING SEMINAR NASIONAL MULTI DISIPLIN ILMU, 3, 335–341.
Tri Hardianto, W., Khairul Muluk, M., & Wijaya, F. (2019). PentaHelix Synergy on Tourism Development in Batu, East Java. International Journal of Innovation, Creativity and Change. Www.Ijicc.Net, 10(6). www.ijicc.net
Agoes, A., Edison, E., & Kemala, Z. (2019). DESIGNING RURAL TOUR PROGRAM IN CONNECTING TOURISM VILLAGE TO RESORT TOURISTS, TANJUNG LESUNG, BANTEN INDONESIA. ASEAN Jouirnal on Hospitality and Tourism, 17(1), 12–24. https://doi.org/10.5614/ajht.2019.17.1.02
Artin, O., Mukti, B., Rosyid, A. N., & Asmoro, E. I. (2020). MODEL PENTAHELIX DALAM SINERGI PARIWISATA DI IDONESIA UNTUK PEMBERDAYAAN PEREKONOMIAN LOKAL : STUDI LITERATUR. 9(1). http://stp-mataram.e-journal.id/JHI
Claudia, B. Y., Marta, R. F., & Cahyanto, I. (2020). City Branding of Nusa Tenggara Timur through the Video Narration Exotism of Sabu Island. Jurnal Ilmu Komunikasi, 18(2), 169. https://doi.org/10.31315/jik.v18i2.3518
Hollweck, T. (2015). Robert K. Yin. (2014). Case Study Research Design and Methods (5th ed.). . Canadian Journal of Program Evaluation, 30(1), 108–110. https://doi.org/10.3138/cjpe.30.1.108
Janeckova Molnarova, K., Skrivanová, Z., Kalivoda, O., & Sklenicka, P. (2017). Rural identity and landscape aesthetics in exurbia: Some issues to resolve from a Central European perspective. In Moravian Geographical Reports (Vol. 25, Issue 1, pp. 2–12). Czech Academy of Sciences. https://doi.org/10.1515/mgr-2017-0001
Mastika, I. K., & Nimran, U. (2020). DESTINATION BRANDING MODEL OF AN ECOLOGICAL TOURISM VILLAGE IN BALI. INDONESIA. GeoJournal of Tourism and Geosites, 31(3), 1068–1074. https://doi.org/10.30892/gtg.3
Purnomo, E. P., Fathani, A. T., Setiawan, D., Fadhlurrohman, M. I., & Nugroho, D. H. (2021). Penta-Helix Model in Sustaining Indonesia’s Tourism Industry. Advances in Intelligent Systems and Computing, 1352, 477–486. https://doi.org/10.1007/978-3-030-71782-7_42
Roy, S. K., Fatema, M. R., Islam, M. J., & Huda, M. N. (2020). Reviewing YouTube as a Compelling Tool for the Promotion of Tourism. International Journal of Management and Accounting, 96–104. https://doi.org/10.34104/ijma.020.0960104
Sbm, N. (2020). BEBERAPA MASALAH DALAM PENGEMBANGAN SEKTOR PARIWISATA DI INDONESIA. 7(2). http://ejournal.bsi.ac.id/ejurnal/index.php/jp
Sudibya, B. (2018). BALI MEMBANGUN BALI JURNAL BAPPEDA LITBANG Wisata Desa dan Desa Wisata. http://www.berdesa.com/apa-beda-desa-wisata-dan-wisata-desa
Sunuantari, M. (2017). Tourism Communication in Community Based Tourism in Dieng Community, Central Java, Indonesia. Binus Business Review, 8(2), 149. https://doi.org/10.21512/bbr.v8i2.1894
Sunuantari, M., & Farhan, R. M. (2022). Rural Tourism Development Through Community Based Tourism Sumbergondo Village Malang.
Susyanti, D. W. (2013). POTENSI DESA MELALUI PARIWISATA PEDESAAN. EKONOMI DAN BISNIS, 12(1), 33–36.
Suyasa, I. M., & Suteja, I. W. (2021). PARIWISATA BUDAYA NTB DALAM PERSIMPANGAN JALAN. Journal of Responsible Tourism, 1(1), 33–42.
Syah, F. (2017). STRATEGI MENGEMBANGKAN DESA WISATA (Issue 3).
Tri Hardianto, W., Khairul Muluk, M., & Wijaya, F. (2019). PentaHelix Synergy on Tourism Development in Batu, East Java. In International Journal of Innovation, Creativity and Change. www.ijicc.net (Vol. 10, Issue 6).
Yuristiadhi, G., Dewi, S., & Sari, L. (2017). Strategi Branding Pariwisata Indonesia Untuk Pemasaran Mancanegara. 2(2). https://doi.org/10.21111/ettisal.v212.1265
Simon, C., & Hjalager, A.-M. (2013). BRANDING RURAL AREAS: MOTIVES, MEASURES AND MANAGEMENT. Vital Rural Areas.
Jadesta, R. (2022, 03 18). Kemenparekraf. Diambil kembali dari Sandiaga Uno Sebut Ada 1.831 Desa Wisata yang Berpotensi Tarik Wisatawan: https://jadesta.kemenparekraf.go.id/berita/17052
Rizqo, K. (2022). Jokowi Ungkap Kunjungan Turis Asing Naik 2 Kali Lipat Dibanding Tahun Lalu. Detik.Com. https://news.detik.com/berita/d-6314652/jokowi-ungkap-kunjungan-turis-asing-naik-2-kali-lipat-dibanding-tahun-lalu.
Setyorini, Tantri. (2022). 24 Objek Wisata Keluarga Populer di Kota Batu Jawa Timur, https://www.merdeka.com/gaya/21-objek-wisata-keluarga-populer-di-kota-batu-jawa-timur-kln.html.
Simanjuntak, M. (2021). Pemasaran Digital Pariwisata Indonesia. Yayasan Kita Menulis.
DOI: https://doi.org/10.32509/wacana.v23i2.3534
Refbacks
- There are currently no refbacks.

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Indexed by:
Recommended Tools :
Wacana: Jurnal Ilmiah Ilmu Komunikasi
Fakultas Ilmu Komunikasi, Universitas Prof. Dr. Moestopo (Beragama)
Kampus I, Jl. Hang Lekir I/8 Jakarta Pusat, Indonesia 10270
WA: 085714422271 (Chat Only)
email: wacana@dsn.moestopo.ac.id
Copyright (c) 2025 Wacana: Jurnal Ilmiah Ilmu Komunikasi
Licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.