OPTIMIZING DIGITAL MARKETING MANAGEMENT OF GUNUNG LEUSER NATIONAL PARK ECOTOURISM AS AN EFFORT TO INCREASE TOURIST VISITS
Manajemen Pemasaran Digital, Ekowisata, Kunjungan Wisatawan
DOI:
https://doi.org/10.47652/jpkmhm.v5i1.1108Abstract
Gunung Leuser National Park (GLNP) is a cross-provincial conservation area spanning Aceh and North Sumatra that has been designated part of the Tropical Rainforest Heritage of Sumatra by UNESCO, with the Bukit Lawang and Tangkahan ecotourism areas in Langkat Regency serving as the main gateways for tourists wishing to observe Sumatran orangutans in their natural habitat. Despite its high natural appeal, destination marketing management by the local Tourism Awareness Group (Pokdarwis) and ecotourism business actors remains conventional, relying on word-of-mouth promotion and underutilizing digital channels such as Instagram, TikTok, YouTube, and Google Business Profile. This community service activity aims to optimize the digital marketing management of GLNP ecotourism to increase tourist visits. The implementation method includes socialization and needs assessment, extension services on digital tourism marketing concepts, technical training on smartphone-based photography and videography, social media and digital mapping platform management, content strategy and copywriting, field mentoring, and evaluation using pretest and posttest instruments. The results show an increase in partners' knowledge and skills in digital marketing management across all measured aspects, accompanied by increased social media engagement and a positive trend in tourist visits in the months following mentoring. This activity is expected to serve as a replicable model for empowering conservation-based ecotourism managers in other destinations across North Sumatra.
References
Abdurahman, A. (2023). The use of digital marketing by POKDARWIS and MSMEs in maximizing tourism potential in Ujung Kulon National Park. Journal of Tourism Management, 12(3), 89-91.
Ardinata, R. P., Susanti, R., & Rahmat, H. K. (2023). Social media and its influence on the interest of tourists in the Chinangkiak Dreampark Dreampark Tourism Area, West Sumatra. Altasia Indonesian Tourism Journal, 5(1), 1-9. https://doi.org/10.37253/altasia.v5i1.6796
Dewi, N. P. A. L. (2022). The influence of social media on tourists' interest in visiting Sukawana Sunrise tourist attractions. Journal of Tourism and Business Students, 1(2), 276-285. https://dx.doi.org/10.22334/paris.v1i2
Ghifari, M. A., & Hudaya, A. (2024). Integrating sustainable smart tourism and digital marketing: Evidence from West Nusa Tenggara. Journal of Sustainable Tourism Development, 18(2), 65-80.
Gretzel, U., Fuchs, M., Baggio, R., Höpken, W., Law, R., Neidhardt, J., Pesonen, J., Zanker, M., & Xiang, Z. (2020). e-Tourism beyond COVID-19: A call for transformative research. Information Technology & Tourism, 22(2), 187-203. https://doi.org/10.1007/s40558-020-00181-3
Jannah, R., Rohman, N., Kiswantoro, A., Hayatri, M. A. S., & Ashartono, R. (2023). The influence of Instagram social media on the decision to visit the Nglanggeran Gunungkidul Ancient Volcano. Journal of Hospitality and Tourism Management, 6(2), 361-369. https://doi.org/10.23887/jmpp.v6i2.60942
Kemp, S. (2024). Digital 2024: Indonesia. DataReportal.
Maulana, R., Dewi, S. F., & Syaifulloh, M. (2024). The effectiveness of promotion through Instagram social media on the interest of tourists to visit the Pagilaran Batang Tea Garden Agrotourism. Journal of Management and Digital Business, 4(1), 132-142. https://doi.org/10.53088/jmdb.v4i1.1104
Rohimah, A., & Hakim, L. (2021). Media ecology: Strengthening tourism industry equity through social media marketing. Communicatus: Journal of Communication Sciences.
Setiawan, W. A., Auliyah, F. F., Putri, S. S., Hidayat N, R., & Ikaningtyas, M. (2024). Implementation of business model in Gunung Anyar Mangrove Forest Ecotourism in Surabaya using Business Model Canvas. Journal of Academic Media (JMA), 2(4).
Siburian, R. (2025). The management of the Gunung Leuser National Park in the Bukit Lawang section is ecotourism-based. Journal of Society and Culture, 8(1), 67-90.
Sulkaisi, N., Emely, B., Saputra, S. E., Kemalasari, M., & Selvia, N. (2023). Digital marketing: The influence of tourism promotion content on tourist satisfaction and tourist loyalty. Journal of Economics and Business (JEBS), 3(3), 469-475.
Sulkaisi, N., Hendra, H., Rahmania, M., Ulia, B. R., & Agustia, M. (2025). Sustainable ecotourism development through digitalization of website-based marketing and social media: Service. Journal of Community Service and Educational Research.
Thamarine, S. B. (2024). Cottage resort in the Tangkahan Ecotourism Area, Gunung Leuser National Park, North Sumatra with a tropical architectural approach. Pirate Poster Journal Syandana.
Law of the Republic of Indonesia Number 10 of 2009 concerning Tourism.
Valentina, A., Suryaningsih, S., Pangestoeti, W., Yahya, G. Y., & Rolisti, D. (2024). Digital marketing training in order to strengthen the capacity of MSMEs in Ekang Anculai Village. Servitude: Journal of Community Service, 1(1), 46-54. https://doi.org/10.31764/jpmb.v8i4.27411
Yoga, M. R. D., Semara, I. M. T., & Sari, R. J. (2023). The role of photography and Instagram social media promotion on tourists' interest in visiting. Scientific Journal of Tourism and Business, 2(7), 1685-1701. https://doi.org/10.22334/paris.v2i7.493
Yudiantoro, D., & Astutiningsih, S. E. (2024). Pokdarwis assistance and beach tourism management in Tulungagung in increasing visitor engagement through social media marketing. Journal of Islamic Tourism Halal Food Islamic Traveling and Creative Economy, 4(1), 1-18.
.png){kind=logo}
