Optimalisasi Digital Marketing Pariwisata Berbasis Kearifan Lokal dalam Mendorong Ekonomi Kreatif Kawasan Talat Noi Thailand

Abstract

Tourism development in the Talat Noi area, Thailand, has significant potential to enhance the local creative economy, particularly through the integration of cultural heritage and local wisdom. However, the utilization of digital marketing remains suboptimal, limiting broader market reach and economic impact. This community service program aims to optimize digital tourism marketing based on local wisdom to strengthen the creative economy in Talat Noi. The program employs a participatory approach, including training, mentoring, and capacity building for local stakeholders, particularly small business owners and tourism actors. Digital platforms such as social media, content marketing, and online branding strategies are introduced and applied to promote local products and cultural attractions. The findings indicate that the implementation of digital marketing strategies significantly improves the visibility of Talat Noi as a cultural tourism destination, increases community engagement, and enhances the competitiveness of local creative products. Furthermore, the integration of local wisdom into digital content strengthens the authenticity and uniqueness of the destination. The implications of this program highlight the importance of sustainable, community-based digital marketing strategies in fostering inclusive economic growth and strengthening the resilience of the creative economy in tourism-based communities.