Optimalisasi Wisata Kesehatan Holistik Melalui Branding Kuliner UMKM BUEKA Aisyiyah Jawa Barat Berbasis Pengalaman Wisata UMKM dan Pemasaran Digital BUEKA Section Articles
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Abstract
Program pengabdian ini bertujuan memperkuat kapasitas anggota BUEKA Aisyiyah Jawa Barat dalam mengembangkan usaha kuliner berbasis pengalaman wisata kesehatan holistik. Permasalahan yang dihadapi meliputi belum optimalnya branding kolektif, pemanfaatan media digital, ruang usaha sebagai pengalaman wisata, serta kemampuan promosi peserta. Kegiatan menggunakan pendekatan Participatory Action Research (PAR) melalui identifikasi kebutuhan, perencanaan, pelatihan, implementasi, pendampingan, dan evaluasi. Hasil menunjukkan seluruh kegiatan terlaksana dengan baik, dengan peningkatan rata-rata pemahaman peserta sebesar 40% berdasarkan perbandingan pre-test dan post-test. Seluruh peserta juga berhasil menghasilkan produk kuliner maupun jasa makanan sesuai bidang usahanya. Penguatan identitas visual, narasi wisata kesehatan, media digital, ABS Mart, dan ABS Café mulai membentuk ekosistem wisata kuliner yang lebih terintegrasi. Keberlanjutan program dilakukan melalui monitoring rutin setiap bulan.
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