STRATEGI PEMASARAN DESA GEMA BERBASIS COMMUNITY BASSED TOURISM (CBT) DI PROVINSI RIAU

Prayitno, Ardiyan Ekananda (2025) STRATEGI PEMASARAN DESA GEMA BERBASIS COMMUNITY BASSED TOURISM (CBT) DI PROVINSI RIAU. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

The marketing strategy of Gema Village based on Community Based Tourism (CBT) in Riau Province is an important approach in strengthening the local economy through inclusive and sustainable tourism development. This study aims to analyze how marketing strategies are implemented in promoting Gema Village as a tourist destination, while upholding the main principles of CBT such as community participation, cultural preservation, and environmental sustainability. This study uses a qualitative descriptive method with data collection techniques in the form of observation, interviews with related parties (village leaders, tourism managers, community members), and documentation. The results of the study show that Gema Village has made various strategic efforts in marketing, such as utilizing social media, collaborating with local governments, and highlighting local attractions and cultural narratives in promotional content. However, there are still challenges, especially related to limited access to digital infrastructure and professional marketing expertise. This study concludes that although the village has shown significant progress, strengthening community capacity and integrated support from stakeholders are needed to achieve wider visibility and sustainable tourism growth. Recommendations provided include increasing digital marketing training for local actors, increasing community participation in developing tourism content, and strengthening partnerships with wider tourism networks for long-term success.

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