Penguatan Pengelolaan dan Pemasaran Digital Wisata Hiking Leuwi Lawang di Kampung Adat Banceuy
DOI:
https://doi.org/10.58192/karunia.v5i3.5429Keywords:
Digital Marketing, Hiking Tourism, Pokdarwis, Tourism Safety, Village TourismAbstract
Kampung Adat Banceuy is a traditional village in Subang Regency with rich Sundanese cultural heritage and prominent natural tourism potential, particularly the Leuwi Lawang hiking trail. However, prior to this program, the trail had no safety Standard Operating Procedure (SOP), had not been officially mapped, and lacked emergency-response readiness, while tourism marketing by the Tourism Awareness Group (Pokdarwis) still relied on members’ personal social media with limited reach. This community service program aims to improve hiking trail safety standards while strengthening the Pokdarwis digital marketing capacity, using a Participatory Action Research (PAR) approach implemented through five stages: outreach and field survey, development of hiking and evacuation SOPs, installation of trail markers and handrails, first-aid (P3K) training and simulation, and digital marketing assistance. Results show improved safety readiness through trail mapping, SOP development, and marker installation at hazardous points, as well as improved emergency-response capacity through first-aid training accompanied by the handover of a first-aid kit and stretcher to Pokdarwis. On the marketing side, tourism packages were repackaged, digital marketing training was conducted, paid advertising campaigns were run through Meta Ads, and a booking system was integrated into the WarisanBanceuy.com platform. This program contributes to improved visitor safety, strengthened Pokdarwis self-reliance, and expanded, sustainable marketing reach for the natural and cultural tourism of Kampung Adat Banceuy.
References
Ardan, T. S., Akbar, B. A., & Destriani, M. (2024). Pelatihan digital marketing dalam rangka meningkatkan pengembangan desa wisata berkelanjutan berbasis masyarakat di Desa Pasanggrahan Cisalak Kabupaten Subang. Jurnal Pengabdian kepada Masyarakat Nusantara, 5(2), 1744–1749. https://doi.org/10.55338/jpkmn.v5i2.3117
Asril, S., Fedrina, R., Hasan, R. O., Erfinda, Y., Yusuf, F. N. A., Setiawan, I., & Rafael, R. (2025). Pendampingan pembuatan paket wisata eco-tainment berbasis kearifan lokal di Pokdarwis Desa Wisata Pulau Harapan, Kepulauan Seribu. Masyarakat Pariwisata: Journal of Community Services in Tourism, 6(2), 19–29. https://doi.org/10.34013/mp.v6i2.2185
Badan Pusat Statistik Kabupaten Subang. (2024). Statistik potensi desa Kabupaten Subang 2024. BPS Kabupaten Subang.
Buchari, R. A., & Darmawan, I. (2020). Peningkatan potensi kewirausahaan produk lokal melalui pemasaran digital Desa Cikeruh Jatinangor. Sawala: Jurnal Pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat, 1(2), 51. https://doi.org/10.24198/sawala.v1i2.26592
Cahyawati, P. N., Saniathi, N. K. E., & Pradnyawati, L. G. (2021). Edukasi prosedur pertolongan pertama pada kecelakaan pada kelompok pemandu wisata di Bali. Community Service Journal (CSJ), 4(1), 111–116. https://doi.org/10.22225/csj.4.1.2021.111-116
Fitri, S., & Ramadhan, A. (2025). Digital marketing strategy for rural creative economy development. Journal of Digital Society, 5(1), 55–66.
Halim, B. N., dkk. (2022). Pelatihan digital marketing sebagai media pemasaran produk lokal UMKM di Desa Gadingrejo. Community Development Journal, 3(2), 609–615.
Hasibuan, R., Nugraha, A., & Nuraini, D. (2024). Digital culture and sustainable tourism in local communities. International Journal of Cultural Technology, 6(3), 88–97.
Heryadi, Y., Surahman, F., Rahman, F., Zarmuji, M., & Assaudi, F. (2026). Penguatan kapasitas masyarakat dan pembentukan POKDARWIS dalam pengembangan Desa Wisata Bukek berbasis community-based tourism. Penamas: Journal of Community Service, 6(2), 583–594. https://doi.org/10.53088/penamas.v6i2.3237
Kurniawan, E., & Dewi, F. (2024). Digital storytelling as a tool for cultural preservation in rural tourism. Indonesian Journal of Culture and Communication, 2(1), 14–27.
Muyasaroh, S., Ahwan, Z., Komarudin, A., Nikmah, W., Maulana, M. A., & Ummah, C. (2026). Pendampingan manajemen destinasi wisata berbasis community-based tourism di Desa Wisata Sumber Nyamplung, Pandaan, Pasuruan. Journal of Indonesian Society Empowerment, 4(1), 53–66. https://doi.org/10.61105/jise.v4i1.425
Nugroho, A. W., Prasetyo, S. I., Candra, I. A., Saputra, R. A., & Putra, A. S. (2023). Community-based tourism: Strengthening understanding and assistance in establishing tourism awareness group. Journal of Community Service and Engagement, 4(2). https://doi.org/10.22219/jcse.v4i2.26389
Parongpong, M. U. (2020). Kebudayaan Kampung Adat Banceuy Desa Sanca Kecamatan Ciater Kabupaten Subang. Jurnal Ilmiah Peradaban Islam, 17(1), 43–57. https://doi.org/10.15575/al-Tsaqafa.v17i1.9004
Raihandhany, R., & Purnomo, P. (2024). Antara pangan dan budaya: Sambal Papagan, kuliner khas Kampung Adat Banceuy. Jurnal Ilmiah, 6(1), 284–290.
Romizal, A., Malihah, E., & Andari, R. (2023). Peran partisipasi masyarakat dalam pembiayaan culture event (Ruwatan Bumi Kampung Adat Banceuy). Open Journal Systems, 7(9), 2273–2280.
Safa’atin, H. N., & Denata, D. L. (2024). Analisis strategi pemasaran produk lokal pada pasar global. Journal of Entrepreneurial Studies, 1(1), 28–35. https://doi.org/10.33508/jes.v1i1.5591
Setiyawan, A., Latifah, E., Kusumawati, E. D., Indriyani, R., Sasmini, S., Adiastuti, A., Muslimah, S., Kusumo, A. T. S., & Sari, D. A. A. (2026). Mitigasi risiko pendakian Gunung Lawu: Penguatan peran masyarakat dan pendaki dalam pencegahan kecelakaan. Jurnal ABDIRAJA, 9(1), 9–20. https://doi.org/10.24929/adr.v9i1.4748
Silaen, K., Bachtiar, L. E., Silaen, M., Parhusip, A., & Com, K. L. (2024). Strategi pemasaran digital untuk meningkatkan penjualan produk lokal di era online. Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS, 2, 77–85.
Tanjung, R., & Nugroho, Y. (2023). The role of digital platforms in preserving local culture: A case study of Indonesian heritage villages. Journal of Cultural Informatics, 4(2), 101–115.
Widaningsih, S., Mayadewi, R. P., Hendriyanto, R., & Ramadhan, M. Y. (2025). Pengembangan digital marketing dengan Meta Ads pada platform media sosial untuk promosi ekowisata Sorgum di Kampung Sorgum Desa Bojongmanggu Kecamatan Pameungpeuk Kabupaten Bandung. Jurnal Abdi Teknoyasa, 6(1), 20–26.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
