Peningkatan Kapasitas Manajemen Dan Penguatan Branding Digital Menuju Pariwisata Berkelanjutan: Desa Wisata Rafting Kali Uceng Kasembon, Malang
DOI:
https://doi.org/10.9744/share.12.2.69-79Keywords:
artificial intelligence, branding digital, desa wisata, pariwisata berkelanjutan, SIKUAbstract
Desa wisata membutuhkan kapasitas pengelolaan yang menghubungkan daya tarik destinasi, produk usaha mikro, kecil, dan menengah (UMKM), komunikasi merek, serta pencatatan keuangan. Kegiatan pengabdian ini bertujuan meningkatkan kapasitas manajemen Desa Wisata Rafting Kali Uceng di Kasembon, Kabupaten Malang, melalui pendampingan sumber daya manusia dan inovasi kemasan, branding digital berbantuan artificial intelligence (AI), serta pelatihan aplikasi keuangan SIKU. Kegiatan dilaksanakan pada 18 Juni 2026 di Balai Desa Kali Uceng dan diikuti 60 pelaku UMKM serta unsur pengelola desa wisata. Metode pelaksanaan menggunakan pendekatan partisipatif melalui pemetaan kebutuhan, demonstrasi, praktik terbimbing berbasis produk peserta, verifikasi luaran, dan refleksi. Hasil pemetaan menunjukkan bahwa 80% peserta telah terbiasa menggunakan TikTok, tetapi hanya 10% dari kelompok tersebut yang telah memanfaatkan TikTok Shop. Pelatihan memindahkan orientasi peserta dari pengguna pasif menuju pembuat konten dan calon pelaku social commerce. Peserta mempraktikkan penyusunan prompt, caption, narasi personal branding, ide video, video produk, dan lagu promosi untuk TikTok dan Instagram. Pada akhir sesi, 40% dari seluruh peserta berhasil menghasilkan video dan lagu untuk produk masing-masing. Sebagian besar peserta juga mampu mengikuti simulasi pencatatan pemasukan dan pengeluaran sederhana menggunakan SIKU. Capaian ini menunjukkan peningkatan kemampuan operasional awal, tetapi belum dapat ditafsirkan sebagai peningkatan penjualan atau kinerja keuangan karena belum dilakukan pengukuran longitudinal. Keberlanjutan program dirancang melalui buku saku SIKU, panduan AI beserta bank prompt, pendampingan kalender konten, dan pengembangan web Desa Wisata Kali Uceng. Integrasi kapasitas digital, tata kelola keuangan, dan ekosistem produk lokal menjadi fondasi menuju pariwisata yang lebih inklusif dan berkelanjutan.
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