Optimization of Local Tourism Potential Through Integrated Marketing Communication (IMC): A Pilot Educational Tourism of Sarasah Indah, Nagari Siguntur Tua, Pesisir Selatan Regency, West Sumatra Province

Muhamad Fahrur Rozi, Siti Isma Sari Lubis, Fifin Wildanah, Difa Salsabila, Nadya Fariska Rozaq

Abstract


This community empowerment program was carried out in Nagari Siguntur Tua to support the development of local tourism potential and to strengthen community capacity in managing village-based tourism. The program included counseling, training, and mentoring activities focusing on tourism awareness, basic guiding skills, mapping of tourism objects, and the development of promotional media. A participatory and practice-based approach was used to ensure active community involvement. Data were collected through observation, interviews, documentation, and evaluation instruments. The results show increased community understanding of tourism management, improved guiding skills, and stronger awareness of tourism potential in the nagari. The program also produced tourism maps, promotional videos, posters, and digital media publications. Overall, this initiative strengthened the role of local institutions and enhanced community readiness to manage and promote sustainable village tourism.

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DOI: https://doi.org/10.24036/spektrumpls.v14i1.137819

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