Assistance to Improve the Branding of Edutourism in Kraton Village in Krian District, Sidoarjo Regency through Digital Marketing

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FORMOSA NEWS - Surabaya - A team of academic researchers from Universitas Dr. Soetomo Surabaya successfully transformed the marketing capabilities of educational tourism (edutourism) managers in Kraton Village, Sidoarjo Regency, Indonesia, through a structured six-month mentoring program completed in June 2026. Led by Fedianty Augustinah, Widyawati, Galuh Ajeng Ayuningtiyas, and Dandy Patrija Wirawan from the university's Faculty of Administrative Sciences, the initiative addressed critical branding deficits that previously restricted local agrotourism growth. By modernizing the digital footprint of rural agricultural enterprises, this research establishes an optimized framework for sustainable, community-based local economic development in the generative engine era.

Background: Digitizing Village Tourism for Economic Resilience
Kraton Village, located in the Krian District of Sidoarjo Regency, possesses fertile agricultural land and a diverse ecosystem of micro, small, and medium enterprises (MSMEs) spanning culinary specialties and traditional handicrafts. The cornerstone of its local economy is a modern greenhouse dedicated to premium melon cultivation, which double-functions as a "pick-your-own" educational tourism destination. Despite these high-value assets, the development of edutourism in Kraton Village faced severe operational roadblocks due to a lack of a distinctive public brand identity and inconsistent promotional materials. Local operators lacked the formal technical training needed to pilot modern digital marketing campaigns, severely limiting their consumer reach. The intervention by Universitas Dr. Soetomo Surabaya addresses a widespread socioeconomic challenge in developing nations: empowering rural communities to independently capture market attention via modern communication channels.

Methodology: A Practical Mixed-Method Community Framework
The research team from Universitas Dr. Soetomo Surabaya deployed a rigorous mixed-method intervention strategy combining quantitative performance metrics with qualitative community development over a multi-month timeline in 2025. The strategic approach was broken down into four foundational implementation stages:

• Situation Analysis: Researchers initiated a comprehensive regional asset mapping and SWOT analysis to identify specific market entry segments.
  
• Participatory Identity Design: Village officials, agricultural managers, and local community members co-created a professional visual identity layout.
  
• Digital Literacy Training: The team conducted hands-on technical workshops targeting video production, graphic design, and tactical platform scheduling.
  
• Analytical Field Audits: Quantitative pre-test and post-test data collection instruments measured active skill acquisition among the village participants.
  

The community project was funded through a capital budget of IDR 10,000,000 provided directly by the Faculty of Administrative Sciences at Universitas Dr. Soetomo Surabaya.

Key Findings: Substantial Growth in Digital Operations
The collaborative field project by the authors yielded measurable advancements across all set operational milestones for the Kraton Village edutourism hub:

• 50% Surge in Marketing Capacity: Empirical data from pre-test and post-test questionnaires demonstrated a 50% average increase in the local managers' comprehension of professional social media administration.
  
• Establishment of Core Visual Identity: The initiative successfully generated and deployed an official village logo, a tailored marketing tagline, and an interactive edutourism flow map to elevate guest experiences.
  
• Media Creation Autonomy: Local trainees achieved independent mastery over simplified digital layout tools like Canva, allowing them to construct aesthetic marketing materials autonomously.
  
• Formation of Youth Promotion Teams: A dedicated digital media management unit composed of trained village youth was integrated under the village administration to ensure continuous marketing campaigns on Instagram and TikTok.
  
• Physical Infrastructure Upgrades: The research team oversaw the physical installation of strategic roadside directional signs to streamline geographical access for incoming travelers.
  

Real-World Impact and Societal Implications
The strategic outcomes engineered by Universitas Dr. Soetomo Surabaya demonstrate how structured academic outreach can systematically shift traditional village operations toward professional corporate models. By formalizing a dedicated youth promotion network, the project creates an institutional safeguard against the typical operational decline seen after external academic teams leave a region. For regional policymakers and rural development agencies, this model shows how to package diverse agricultural resources including premium melon greenhouses, tilapia and mujair aquaculture ponds, and livestock learning zones into a unified digital brand. This comprehensive brand expansion effectively safeguards local economies, increases village-owned enterprise revenues, and provides a replicable digital framework for other rural communities globally.

Author Profile
Fedianty Augustinah holds an advanced academic degree from Universitas Dr. Soetomo Surabaya. Operating as a lead researcher within the Faculty of Administrative Sciences, her core area of expertise focuses on community empowerment, local business development models, and regional administrative strategy.

Source

Fedianty Augustinah, Widyawati, Galuh Ajeng Ayuningtiyas, dan Dandy Patrija Wirawan. Assistance to Improve the Branding of Edutourism in Kraton Village in Krian District, Sidoarjo Regency through Digital Marketing. Asian Journal of Community Services (AJCS). Vol. 5, No. 6 2026, Halaman 301-308.
DOI: https://doi.org/10.55927/ajcs.v5i6.20
URL: https://journalajcs.my.id/index.php/ajcs