Assistance Assistance to Improve the Branding of Edutourism in Kraton Village in Krian District, Sidoarjo Regency through Digital Marketing

Fedianty Augustinah; Widyawati Widyawati; Galuh Ajeng Ayuningtiyas; Dandy Patrija Wirawan

doi:10.55927/ajcs.v5i6.20

Authors

Fedianty Augustinah Universitas Dr. Soetomo Surabaya
Widyawati Widyawati Universitas Dr. Soetomo Surabaya
Galuh Ajeng Ayuningtiyas Universitas Dr. Soetomo Surabaya
Dandy Patrija Wirawan Universitas Dr. Soetomo Surabaya

DOI:

https://doi.org/10.55927/ajcs.v5i6.20

Keywords:

Branding, Digital Marketing, Edutourism, Village Tourism, Community Empowerment

Abstract

Kraton Village, Krian District, Sidoarjo Regency, possesses significant agrotourism potential through its premium melon greenhouse developed as an educational tourism (edutourism) destination. However, the lack of branding strategy and digital marketing utilization has become a major obstacle in enhancing the competitiveness of this destination. This community service activity aims to assist Kraton Village edutourism managers in designing and implementing effective branding and digital marketing strategies. A mixed-method approach was employed, including surveys, focus group discussions (FGD), training sessions, and intensive mentoring over six months. Results indicate improved social media management capacity (Instagram and TikTok), the establishment of a village promotion team, creation of a visual identity including logo and tagline, and enhanced skills in creative content production. This activity contributes to increasing the regional visibility of Kraton Edutourism and strengthening community-based local economic development.

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