Heri Prabowo; Farah Chalida Hanoum; Mohamad Rizan; Agung Kresnamurti; Daru Putri Kusumaningtyas +4 more
Semarang City, as one of Indonesia's leading tourist destinations, faces challenges in enhancing its appeal through effective digital marketing strategies. This Community Service (PKM) program aims to provide mentoring and training to tourism managers and MSMEs around six leading destinations: Lawang Sewu, Sam Poo Kong Temple, the Old Town area, Saloka Theme Park, the Grand Mosque of Central Java, and Gedong Songo Temple. The program focuses on strengthening the capacity of the community and tourism managers to utilize digital technology as a promotional tool and to increase competitiveness. The PKM implementation method includes Focus Group Discussions (FGDs), digital marketing training, and intensive mentoring in content creation and online platform utilization. Furthermore, this program utilizes surveys, interviews, and secondary data analysis from various sources to strengthen the design of a digital promotion strategy based on local potential. A participatory approach is implemented so that the community, tourism managers, and MSMEs are actively involved in the planning and evaluation process of the program.