Pemberdayaan Pelaku Wisata Pantai Bahtera melalui Strategi Promosi, Penguatan Layanan, dan Produksi Video Kreatif

Abstract

The use of digital media has become a crucial element in promoting tourist destinations, including those managed by local communities. However, the adoption of social media is not always accompanied by an understanding of promotional strategies, tourism services, or the ability to create engaging and relevant visual content. This community service initiative aimed to enhance the understanding of tourism stakeholders at Bahtera Beach regarding promotional strategies and tourism services, while also providing hands-on experience in creative video production for digital promotion. The activity took place at Bahtera Beach (Guntung Urban Village, Medang Kampai District, Dumai City) on December 18, 2025. It involved 19 participants—comprising tourism managers, operational staff, and other relevant stakeholders—alongside two lecturers and four students from the Business Administration program at STIA Lancang Kuning Dumai. The methodology included observation, initial coordination and interviews, outreach sessions, seminars and discussions, creative video production training, practical exercises, mentoring, and participatory observational evaluation. The results demonstrated an improved understanding among participants regarding promotional strategies and tourism services, as well as the successful production of visual content (photos and videos) to serve as initial promotional material for Bahtera Beach. The initiative also established a collaborative framework among the higher education institution, students, and tourism stakeholders for developing the destination's digital communication materials. Future sustainability efforts will focus on consistent social media content production and management, alongside data-driven evaluations to track progress in engagement, visitor numbers, and tourism business performance.