Research Article
Agritourism Resilience during Covid 19: Building Awareness of Kandri Tourism Village through Digital Platforms
@INPROCEEDINGS{10.4108/eai.14-9-2021.2321417, author={Nur Laili Mardhiyani and Liliek Budiastuti}, title={Agritourism Resilience during Covid 19: Building Awareness of Kandri Tourism Village through Digital Platforms}, proceedings={Proceedings of the 6th International Conference on Social and Political Enquiries, ICISPE 2021, 14-15 September 2021, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICISPE}, year={2022}, month={9}, keywords={agritourism tourism village digital branding covid-19 brand awareness}, doi={10.4108/eai.14-9-2021.2321417} }- Nur Laili Mardhiyani
Liliek Budiastuti
Year: 2022
Agritourism Resilience during Covid 19: Building Awareness of Kandri Tourism Village through Digital Platforms
ICISPE
EAI
DOI: 10.4108/eai.14-9-2021.2321417
Abstract
The COVID-19 pandemic has caused a crisis in the tourism sector. The absence of travel and visitors makes tourist attractions do not get income. This paper focuses on agritourism in Kandri Tourism Village during Covid-19 to study how community-based tourism survived in the pandemic era to divert the crisis. Even though there are no tourism activities, but the public are aware of their existence. The aim of this paper is to find out how the strategy of Kandri Tourism Village in building public awareness about agritourism activities through digital platforms. This study uses a qualitative approach, using in-depth interviews, observation, and FGD. The results of the research are (1) Kandri Tourism Village segmentation consists of three groups, elementary school, youth, and adults. (2) The aim is to build awareness to the public about agricultural tourism activities in Kandri Tourism Village. (3) Messages are delivered in photos and videos using the visual storytelling method. (4) Kandri Tourism Village has 2 digital platforms for branding, such as YouTube and Instagram. This method is intended that the public will be interested in visiting or plans to spend holidays in Kandri if the covid pandemic has ended.