Implementasi Strategi Digital Marketing melalui Visual Interactive Arjasa Arts (VIAA) Berbasis Transformasi Digital: Scale-Up Pelestarian dan Inovasi Seni Ta’ Butaan
Implementation of a Digital Marketing Strategy through Visual Interactive Arjasa Arts (VIAA) Based on Digital Transformation: Scaling Up the Preservation and Innovation of Ta’ Butaan Art
DOI:
10.25047/agrimas.v5i1.72Downloads
Abstract
Kesenian Ta' Butaan di Desa Adat Arjasa rentan mengalami krisis regenerasi akibat terputusnya transmisi budaya antargenerasi dan rendahnya literasi digital pemangku adat. Program pengabdian ini bertujuan menjembatani kesenjangan tersebut melalui pemberdayaan pemuda desa sebagai motor penggerak transformasi digital pelestarian seni. Metode pelaksanaan menggunakan pendekatan participatory empowerment yang meliputi tahap sosialisasi, pelatihan digital storynomics, kurasi konten, dan implementasi teknologi. Intervensi utama dilakukan melalui penerapan Visual Interactive Arjasa Arts (VIAA) sebagai sistem manajemen destinasi budaya kolaboratif. Hasil program menunjukkan tingkat ketercapaian lebih dari 85%, ditandai peningkatan kapasitas SDM yang melibatkan 20 pemuda lokal. Secara praktis, program berhasil memproduksi 22 arsip konten digital serta mengaktifkan fitur e-ticketing, pertunjukan virtual, dan visitor counter pada platform VIAA. Integrasi teknologi berbasis komunitas ini sukses mendekatkan kembali generasi muda pada akar budayanya sekaligus membuka peluang ekonomi kreatif baru.
Keywords:
Desa Wisata Arjasa Digital Storynomics Pariwisata Budaya Ta' Butaan Transformasi DigitalReferences
[1] G. Richards, “Cultural tourism: A review of recent research and trends,” J. Hosp. Tour. Manag., vol. 36, pp. 12–21, 2018, doi: 10.1016/j.jhtm.2018.03.005.
[2] U. Gretzel et al., “e-Tourism beyond COVID-19: a call for transformative research,” Inf. Technol. Tour., vol. 22, no. 2, pp. 187–203, Jun. 2020, doi: 10.1007/s40558-020-00181-3.
[3] A. Chronis, “Tourists as Story-Builders: Narrative Construction at a Heritage Museum,” J. Travel Tour. Mark., vol. 29, no. 5, pp. 444–459, Jul. 2012, doi: 10.1080/10548408.2012.691395.
[4] F. Baum, C. MacDougall, and D. Smith, “Participatory action research,” J. Epidemiol. Community Health, vol. 60, no. 10, pp. 854–857, Oct. 2006, doi: 10.1136/jech.2004.028662.
[5] A. Russo, J. Watkins, L. Kelly, and S. Chan, “Participatory Communication with Social Media,” Curator Museum J., vol. 51, no. 1, pp. 21–31, Jan. 2008, doi: 10.1111/j.2151-6952.2008.tb00292.x.
[6] M. Foth, L. Forlano, C. Satchell, and M. Gibbs, From Social Butterfly to Engaged Citizen. The MIT Press, 2011. doi: 10.7551/mitpress/8744.001.0001.
[7] S. Pietrobruno, “YouTube and the social archiving of intangible heritage,” New Media Soc., vol. 15, no. 8, pp. 1259–1276, Dec. 2013, doi: 10.1177/1461444812469598.
[8] E. Bowitz and K. Ibenholt, “Economic impacts of cultural heritage - Research and perspectives,” J. Cult. Herit., vol. 10, no. 1, pp. 1–8, Jan. 2009, doi: 10.1016/j.culher.2008.09.002.
[9] U. Gretzel, M. Sigala, Z. Xiang, and C. Koo, “Smart tourism: foundations and developments,” Electron. Mark., vol. 25, no. 3, pp. 179–188, 2015, doi: 10.1007/s12525-015-0196-8.
License
Copyright (c) 2026 Bagus Putu Yudhia Kurniawan, Mushthofa Kamal, Khafidurrohman Agustianto, Purnamie Titisari, Retno Sari Mahanani, Ida Adha Anrosana Pongoh, Andarula Galushasti, Luluk Cahyo Wiyono
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
