Digital Marketing Training for Recycled Plastic Craft Artisans in Serangan Traditional Village, Bali

Abstract

This Community Service Program (Program Pengabdian Kepada Masyarakat/PKM) was implemented in Serangan Traditional Village, Bali, with a primary focus on strengthening the marketing capacity of a culture-based and sustainable tourism village. The program was initiated in response to several challenges, including the limited strategic utilization of digital marketing, the suboptimal packaging of experience-based tourism products, and the relatively low participation of local micro, small, and medium enterprises (MSMEs) in the tourism promotion ecosystem, despite Serangan Traditional Village's considerable potential as a cultural tourism destination. The objectives of the program were threefold: (1) to enhance the capacity of local communities and tourism village managers in digital marketing and destination branding; (2) to develop promotional strategies based on cultural storytelling and experience-based tourism; and (3) to strengthen the role of local MSMEs in supporting the village tourism economy. The program adopted a community-based tourism (CBT) approach, positioning local communities as the primary stakeholders responsible for managing and promoting the tourism destination. This PKM aligns with Sustainable Development Goal (SDG) 8 (Decent Work and Economic Growth) by creating business opportunities, increasing MSME income, and strengthening the local economy. Furthermore, it supports SDG 9 (Industry, Innovation, and Infrastructure) through the implementation of digital marketing innovations and the enhancement of non-physical infrastructure, particularly in terms of human resource capacity building and the development of tourism destination promotion systems. In terms of the Indonesian Higher Education Key Performance Indicators (Indikator Kinerja Utama—IKU), this program contributes to IKU 3, which promotes lecturers' engagement in activities beyond the university; IKU 5, which emphasizes the application of academic knowledge to address community challenges; and IKU 7, which highlights the tangible societal impact of higher education institutions. The outputs of this community service program include an ISSN-indexed article, program implementation documentation, an online mass media publication, a YouTube dissemination video, partnership documentation, and partner recognition. Overall, this PKM is expected to strengthen the competitiveness and long-term sustainability of Serangan Traditional Village as a cultural tourism destination through community empowerment and the implementation of innovative digital marketing strategies.