Penguatan Destination Brand Awareness Melalui Co-Creation Visual Identity Dengan Pemanfaatan Artificial Intelligence
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Abstract
Pengembangan destinasi wisata di Nyatnyono memiliki potensi yang kuat karena didukung oleh beragam daya tarik alam, budaya, dan aktivitas wisata. Namun, pengelolaan destination branding, konsistensi identitas visual, serta pemanfaatan media digital masih perlu diperkuat agar potensi tersebut dapat dikomunikasikan secara lebih efektif kepada wisatawan. Kegiatan pengabdian ini bertujuan memperkuat kapasitas pelaku wisata di Nyatnyono dalam membangun destination brand awareness melalui pendekatan co-creation visual identity dan pemanfaatan Artificial Intelligence (AI). Program dilaksanakan melalui identifikasi kebutuhan, pelatihan, diskusi partisipatif, praktik langsung, pendampingan, serta evaluasi menggunakan pre-test dan post-test. Peserta melibatkan pengelola destinasi wisata, Pokdarwis, dan remaja produktif di Nyatnyono. Hasil kegiatan menunjukkan peningkatan rata-rata pemahaman peserta pada aspek destination branding, positioning, visual identity, digital storytelling, dan pemanfaatan AI. Kegiatan juga menghasilkan gagasan visual, tagline, narasi, dan materi promosi digital yang dikembangkan secara partisipatif. Pendekatan co-creation berbantuan AI menunjukkan potensi dalam memperkuat kapasitas masyarakat untuk mengelola identitas dan komunikasi destinasi wisata secara lebih konsisten dan berkelanjutan.
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