Penerapan Kolaborasi Triple Helix untuk Pengembangan Kapasistas Pemasaran Desa Wisata Melalui Platform Digital

Taufiqqurrachman Taufiqqurrachman; Ringgo Eldapi Yozani; Mashur Fadhli; Fahmi Muhammad; Riau Nurita

doi:10.31258/unricsce.7.462-268

Taufiqqurrachman Taufiqqurrachman Universitas Riau
Ringgo Eldapi Yozani Universitas Riau
Mashur Fadhli Universitas Riau
Fahmi Muhammad Universitas Riau
Riau Nurita Universitas Riau

DOI: https://doi.org/10.31258/unricsce.7.462-268

Keywords: triple helix, capacity development, tourism village marketing

Abstract

Digital platforms have become a fundamental instrument in tourism marketing, especially for developing and promoting tourism villages. However, many village management units still face significant limitations in human resources and digital skills. This community service program was designed to address these challenges in Tourism Village of Sungai Petai through the application of a triple helix collaboration model, which synergizes the roles of academics, local government, and tourism business actors. Within this framework, academics contributed expertise and mentorship, the village government provided policy and logistical support, while local businesses shared practical knowledge relevant to digital promotion and entrepreneurship. The program employed a problem-based learning approach, encouraging participants to identify real issues, formulate strategies, and produce digital content that reflects the village’s cultural and environmental uniqueness. Training materials covered the principles of integrated tourism marketing—encompassing destination image, halal tourism, and sustainability—as well as techniques for visual content creation and social media management. The evaluation design incorporated both pre-test and post-test assessments to measure the participants’ knowledge gains. The findings indicate a measurable improvement, with the average pre-test score of 51.3 increasing to 80.3 after the training, reflecting a 56.6% growth in participants’ digital marketing competence. This significant increase demonstrates that the triple helix model effectively enhances local capacity in managing digital promotion and strengthens the foundation for sustainable village tourism development. In conclusion, the program not only improved participants’ technical understanding of digital marketing but also fostered a collaborative mindset essential for sustaining innovation at the community level. The outcomes affirm that the triple helix approach can serve as a replicable model for empowering rural communities toward inclusive and sustainable digital tourism transformation.

Downloads

Download data is not yet available.

References

Abidin, J., Fedrina, R., & Agustin, R. (2022). Penguatan Kelembagaan Desa Wisata melalui Promosi Digital Marketing di Desa Cisaat, Kecamatan Ciater, Kabupaten Subang. Jurnal Abdimas Pariwisata, 3(1), 1–10.

Acuti, D., Mazzoli, V., Donvito, R., & Chan, P. (2018). An instagram content analysis for city branding in London and Florence. Journal of Global Fashion Marketing, 9(3), 185–204. https://doi.org/10.1080/20932685.2018.1463859

Dwimahendrawan, A., & Saputri, N. A. (2022). Peran Akademisi, Business, dan Pemerintah dalam Mengembangkan Desa Wisata Batik Berbasis Inovasi Produk di Kabupaten Banyuwangi. Majalah Ilmiah Dian Ilmu, 21(1), 25–39.

Etzkowitz, H. (2003). Innovation in innovation: The triple helix of university-industry-government relations. Social Science Information, 42(3), 293–337.

Fatimah, S., & Mukarramah, S. K. (2023). Pendampingan Pengembangan Pemasaran Digital di Desa Wisata Rinding Allo. Jurnal IPMAS, 3(3), 165–173.

Gabbioneta, C., & De Carlo, M. (2019). The role of news articles, prior destination experience, and news involvement in destination image formation. International Journal of Tourism Research, 21(3), 291–301. https://doi.org/10.1002/jtr.2251

Hanum, F. (2020). Model quadruple helix dalam pemberdayaan perekonomian lokal berbasis desa wisata di desa Duren Sari Kabupaten Trenggalek. Jurnal Sains Sosio Humaniora.

Huda, N., Gani, A. N., Rini, N., Rizky, T. D., & Ichsan, L. (2022). Identifying stakeholders’ perspectives on the success factors of halal tourism in the city of Makassar: a group model building approach. International Journal of Tourism Cities, 8(4), 883–896. https://doi.org/10.1108/IJTC-06-2021-0101

Huda, N., Rini, N., Muslikh, M., & Hidayat, S. (2021). Developing a strategic model for halal tourism in Aceh. International Journal of Religious Tourism and Pilgrimage, 9(1), 7.

Huda, N., Rini, N., Muslikh, M., Hidayat, S., Takidah, E., Sari, D. P., & Husniyah, A. (2022). Strategic model for halal tourism development in Indonesia: A preliminary research. Indonesian Journal of Halal Research, 4(2), 53–64.

Hung, W., Jonassen, D. H., & Liu, R. (2008). Problem-based learning. In Handbook of research on educational communications and technology (pp. 485–506). Routledge.

Khan, M. M., Siddique, M., Yasir, M., Qureshi, M. I., Khan, N., & Safdar, M. Z. (2022). The significance of digital marketing in shaping ecotourism behaviour through destination image. Sustainability, 14(12), 7395.

Marbun, D. S. N., & Simanjuntak, M. (2021). Pengaruh digital marketing terhadap peningkatan kinerja pemasaran umkm pariwisata di kabupaten toba indonesia. Prosiding Seminar Nasional Ekonomi Dan Bisnis, 1, 130–142.

Nurmadewi, D. (2023). Digital Marketing Sebagai Strategi Pemasaran Desa Wisata Lombok Kulon Kabupaten Bondowoso Jawa Timur. Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 2, 385–392.

Rahayu, S. W., & Abbas, S. (2024). A Synergy of Halal Tourism Regulations and Tourism Rights Protection in Aceh: Pentahelix Model. Samarah: Jurnal Hukum Keluarga Dan Hukum Islam, 8(3), 1454–1475.

Sukmadewi, R., Purbasari, R., & Kostini, N. (n.d.). Digital Collaboration Netwok Overview on Digital Start-UPS in West Java Povince: A Triple Helix Approach.

Sumbodo, B. T., Sardi, S. R., & Prasetyanto, H. (2021). Pemberdayaan Masyarakat Model Triple Helix: Pengembangan Desa Wisata Kampung Iklim di Desa Pandowoharjo Sleman Daerah Istimewa Yogyakarta. Patria: Jurnal Pengabdian Kepada Masyarakat, 3(2), 143.

Velentza, A., & Metaxas, T. (2023). The role of digital marketing in tourism businesses: An empirical investigation in Greece. Businesses, 3(2), 272–292.

Veseli, A., Bytyqi, L., Hasanaj, P., & Bajraktari, A. (2025). The Impact of Digital Marketing on Promotion and Sustainable Tourism Development. Tourism and Hospitality, 6(2), 56.