Strategi Keberlanjutan Pariwisata: Optimalisasi Sudut Ruang dan Digital Marketing Kampoeng Kayoetangan Heritage

Dwi Narullia, Ria Zulkha Ermayda, Dhika Maha Putri, Vika Annisa Qurrata, Yana Respati Dewi

Abstract


Kampoeng Kayoetangan Heritage merupakan salah satu kampung tematik yang berada di Kota Malang. Keberadaan kampung heritage Kayoetangan ini menjadi salah satu kampung yang menonjolkan khas klasik dan budayanya. Penurunan pengunjung menjadi salah satu permasalahan yang ada di kampung heritage Kayoetangan karena terjadinya ketimpangan fasilitas antara koridor masuk dengan di dalam kampung heritage. Kemudian, di era digital ini tidak adanya konten di akun media sosial resmi Kelompok Kayoetangan Heritage yang bisa meningkatkan engagement user serta informasi yang komunikatif terhadap calon wisatawan potensif. Metode kegiatan dalam pengabdian ini adalah dengan metode pelaksanaan. Hasil pengabdian memberikan solusi yaitu mengoptimalisasi sudut ruang dengan artwork yang juga menonjolkan khas budayanya serta pembuatan konten sosial media yang berasal dari media sosial resmi kampung heritage yang menarik wisatawan potensif. Hasil penelitian menunjukkan terdapat peningkatan pada wisatawan yang masuk pada Kampoeng Kayoetangan Heritage karena adanya artwork yang menarik dan informasi yang didapatkan dari feeds instagram yang komunikatif dan menonjolkan kesan informatif.

Kata kunci— Kampung Tematik, Kayutangan, Media Sosial, Artwork

Abstract

Kampoeng Kayoetangan Heritage is one of the thematic villages located in Malang City. This heritage village stands out with its classic charm and rich cultural heritage. A significant issue faced by Kampoeng Kayoetangan Heritage is the declining number of visitors, attributed to the unequal distribution of facilities between the entrance corridor and the interior of the heritage village. Furthermore, in this digital era, the absence of content on the official social media accounts of the Kayoetangan Heritage Group to boost user engagement and provide informative information to potential tourists is another challenge. The method used in this community service activity is an implementation-based approach. The outcome of the service provides a solution, which involves optimizing the space with artwork that highlights the cultural uniqueness and creating social media content derived from the official social media accounts of the heritage village. Research results reveal an increase in the number of tourists visiting Kampoeng Kayoetangan Heritage due to the captivating artwork and the informative and engaging content shared on Instagram feeds. In summary, this community service initiative has succeeded in enhancing stakeholder understanding and the management of Kampoeng Kayoetangan Heritage. Nevertheless, challenges such as area expansion, limited funding, and balanced expansion still require further solutions.

Keywords— Thematic Village, Kayutangan, Social Media, Artwork

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DOI: http://dx.doi.org/10.17977/um045v7i3p142

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