Pengembangan destinasi wisata kopi melalui pemberdayaan sumber daya manusia dan pemasaran digital
DOI:
https://doi.org/10.32493/keberlanjutan.v7i2.y2022.p83-102Keywords:
Human Capital, Model Pemasaran, Wisata KopiAbstract
This study aims to implement the B2C digital marketing model of the Cilumping coffee shop as an Instagrammable tourism destination. This study employed the qualitative approach to describe Basma Cilumping coffee products. The informants of this study were the coffee farmers in Cilumping village Cilacap regency. This study recommends that the Cilumping coffee shop and Basma products be assisted by digital marketing such as website, marketplace, and Instagram social media. It proved that once we initiated the B2C digital marketing model of Cilumping coffee, their earnings started to increase. This study also recommends entrepreneurship and barista training for Cilumping coffee farmers. The supporting capacity of regional and village governments is needed to improve this local product and tourism destination in Cilumping
Abstrak
Penelitian ini bertujuan untuk mengimplementasikan model digital marketing B2C bagi kedai kopi Cilumping sebagai destinasi wisata yang Instagrammable. Penelitian ini menggunakan pendekatan kualitatif untuk mendeskripsikan produk kopi Basma Cilumping. Informan penelitian ini adalah para petani kopi di Desa Cilumping Kabupaten Cilacap. Penelitian ini merekomendasikan agar produk kedai kopi Cilumping dan Basma dibantu dengan pemasaran digital seperti website, marketplace, dan Instagram. Terbukti, begitu kami menginisiasi model B2C pemasaran digital kopi Cilumping ini, pendapatan para petani kopi cenderung meningkat. Penelitian ini juga merekomendasikan pelatihan kewirausahaan dan barista bagi petani kopi Cilumping. Dukungan pemerintah daerah dan pemerintah desa sangat diperlukan untuk terus meningkatkan potensi produk lokal dan destinasi Cilumping ini
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