Optimizing destination branding in Pampang Cultural Village, East Kalimantan
DOI:
https://doi.org/10.63088/vyd1qp23Keywords:
Pampang cultural village, Destination branding, Digital marketing, Event managementAbstract
Purpose: To improve the quality of event management as part of the destination branding strategy in Pampang Cultural Village, East Kalimantan. The problems addressed include lack of information regarding ticket purchases, minimal variety of cultural performances, and weak event management.
Methods: The method used involves a participatory approach with five main stages: identifying problems through observation and interviews, planning joint solutions, implementing solutions, evaluating results, and sustainable development. Some of the solutions implemented include excellent service training, providing information boards, redesigning tickets, and creating tourist brochures.
Result: The results of community service showed that the excellent service training successfully increased participants' understanding of event management, although there was resistance to modifications in traditional dance. In addition, the installation of information boards helped visitors more easily understand the services offered, such as the ticket purchase process to take pictures with the dancers. The redesign of the photo ticket also succeeded in increasing professionalism in management. In addition, the creation of tourist brochures also introduced new attractions, including river tracing activities, which added to the appeal of Pampang Cultural Village as a tourist destination.
Conclusions: The program has successfully enhanced the branding strategy of Pampang Cultural Village by improving event management and visitor services. However, there is still room for further development, especially in the sustainable management of culture-based tourism. Collaboration between academics, communities, and local partners is key to the success of this program, providing real contributions to the local economy and inspiration for similar programs in the future.
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Copyright (c) 2025 Rina Masithoh Haryadi, Taghfirul Azhima Yoga Siswa, Astrid Napita Sitorus, Zilfana Zilfana
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