Penyuluhan Digital Marketing dan Strategi Pemasaran Wisata Bahari: Jalur Mangrove, Edukasi Mangrove, dan Produk Kuliner Perikanan di Desa Grogol

Abstract

The MICIL marine tourism area in Grogol Village, Gunung Jati District, has key assets including mangrove ecosystems, fisheries activities, brackish-water ponds, and fishery-based processed products. Its development still faces constraints related to road access, shell-waste management, consistency of digital promotion, and product-packaging improvement for local microenterprises. This community service program aimed to strengthen the capacity of tourism managers and local business actors through asset mapping, digital marketing assistance, mangrove education, environmental management, and product-packaging development. The program applied an Asset-Based Community Development (ABCD) approach covering asset and problem identification, participatory planning, implementation, and descriptive evaluation. Data were collected through observation, semi-structured interviews, documentation, and a facility-evaluation sheet. The activities produced an asset and priority map, directions for content- and route-based digital promotion, mangrove-planting education, and improved packaging for blue swimming crab crackers using standing pouches and labels. Facility evaluation indicated that road access and parts of the mangrove bridge still require improvement, while existing rest shelters can support family-tourism and local-culinary packages. Further development should integrate digital promotion, mangrove conservation, shell-waste management, local-product strengthening, and cross-stakeholder collaboration supported by measurable visitor and sales indicators.