Pemberdayaan Digital Desa Wisata Melalui Integrasi AI Avatar dan Sistem Pemasaran Berkelanjutan
DOI:
https://doi.org/10.61231/33egrc57Keywords:
Digital Marketing, Digital Transformation, Rutral Tourism, Community EmpowermentAbstract
This community service program aimed to strengthen the digital capacity of the Purwabakti Tourism Awareness Group (Pokdarwis) through the integration of Artificial Intelligence (AI) Avatar technology, social media management optimization, and the development of a digital tourism website. The program applied a Participatory Action Research (PAR) approach consisting of five stages: socialization and Focus Group Discussion (FGD), digital content creation training, technology implementation, continuous mentoring, and program evaluation. The activity involved 20 Pokdarwis members using a learning approach consisting of 30% theoretical explanation and 70% practical activities. The results demonstrated improved partner capabilities in managing digital tourism promotion, indicated by an 894% increase in Instagram reach, 40.6 thousand content views, 941 interactions, and a 575% increase in tourist visits. Furthermore, the program successfully developed an integrated tourism information platform and established an independent digital management team. These findings indicate that the combination of appropriate technology adoption and continuous mentoring can strengthen community capacity and support sustainable digital transformation in rural tourism development.
References
Budi Setiawan, F., Fardiemansyah, A., Santri, A., Pratiwi, Y., & Harwindito, B. (2025). Metahuman dan artificial intelligence (AI) dalam destination branding di desa wisata Indonesia. Jurnal Sains Terapan Pariwisata, 10(2), 119–128. https://doi.org/10.56743/jstp.v10i2.483
Chen, S. (2024). Digital management mode of real estate marketing based on big data and artificial intelligence. WSEAS Transactions on Computer Research, 12, 269–280. https://doi.org/10.37394/232018.2024.12.26
Deska, Y. (2025). Strategi pemberdayaan masyarakat dalam pengembangan pariwisata berbasis komunitas Nagari. [Nama Jurnal tidak tersedia dalam sumber], 18(2).
Jacobs, S. D. (2018). A history and analysis of the evolution of action and participatory action research. The Canadian Journal of Action Research, 19(3), 34–52. https://doi.org/10.33524/cjar.v19i3.412
Khanlou, N., & Peter, E. (2005). Participatory action research: Considerations for ethical review. Social Science & Medicine, 60(10), 2333–2340. https://doi.org/10.1016/j.socscimed.2004.10.004
Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135–155. https://doi.org/10.1177/0008125619859317
Liu, H., Tan, Z., & Xia, Z. (2024). The coupling coordination relationship and driving factors of the digital economy and high-quality development of rural tourism: Insights from Chinese experience data. Land, 13(11), 1734. https://doi.org/10.3390/land13111734
Marine-Roig, E., & Anton Clavé, S. (2015). Tourism analytics with massive user-generated content: A case study of Barcelona. Journal of Destination Marketing & Management, 4(3), 162–172. https://doi.org/10.1016/j.jdmm.2015.06.004
Meng, X., Wang, X., Nisar, U., Sun, S., & Ding, X. (2023). Mechanisms and heterogeneity in the construction of network infrastructure to help rural households bridge the “digital divide”. Scientific Reports, 13, 19283. https://doi.org/10.1038/s41598-023-46650-7
Nugroho, C., Wulandari, A., Maulana, D., Rina, N., & Kalaloi, A. F. (2025). Digital communication and literacy for MSME empowerment: Evidence from a rural digital village in Indonesia. International Journal of Innovative Research and Scientific Studies, 8(3), 4523–4535. https://doi.org/10.53894/ijirss.v8i3.7544
Pratoomchat, P. (2017). Tourism-led growth hypothesis and foreign direct investment in ASEAN. In Tourism and Opportunities for Economic Development in Asia (pp. 265–290). IGI Global. https://doi.org/10.4018/978-1-5225-2078-8.ch014
Shafrullah, F., Indrawati, L., Ismail, S., Ihsan, F., Pratiwi, P. A., & Karno, K. (2024). Determinant factors of gross domestic product (GDP) in Association of Southeast Asian Nations (ASEAN) member countries. F1000Research, 13. https://doi.org/10.12688/f1000research.146826.2
Tussyadiah, I. (2020). A review of research into automation in tourism: Launching the Annals of Tourism Research curated collection on artificial intelligence and robotics in tourism. Annals of Tourism Research, 81, 102883. https://doi.org/10.1016/j.annals.2020.102883
Wu, Q., Ratniyom, A., & Sukpaiboonwat, S. (2025). The impact of tourism development on agricultural economic transformation and industrial structure upgrading in China-ASEAN region. Research on World Agricultural Economy, 6(3), 138–158. https://doi.org/10.36956/rwae.v6i3.1852
Yunitaningtyas, K., & Yolanda, A. M. (2019). A panel data analysis of tourism and economic development in Southeast Asian countries. Journal of Physics: Conference Series, 1265(1), 012028. https://doi.org/10.1088/1742-6596/1265/1/012028
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Mohammad Wartaka, Sumardjono Sumardjono, Arif Harbani, Dadi Muhamad Hasan Basri, Ashya Nur Azrina, Fanissa Wafha Nurhilma
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
