SOSIALISASI BRANDING BUDAYA LOKAL SEBAGAI LANGKAH PENGEMBANGAN PARIWISATA BERKELANJUTAN DI WISATA AIR SUMBER MARON

Abstract

Sumber Maron in Karangsuko Village, Pagelaran District, Malang Regency, has great potential to be developed into a sustainable local culture-based tourism destination. However, the managers and local community still face difficulties in managing and promoting this potential optimally. As an effort to overcome this challenge, a branding marketing socialization was held through cultural internalization as part of sustainable tourism development in Sumber Maron. This activity succeeded in increasing the awareness and ability of participants in integrating cultural values ​​into tourism marketing strategies. Participants were also able to develop branding concepts that were more focused on the sustainability and authenticity of local culture, which is expected to increase the competitiveness of Sumber Maron as a leading tourist destination. This program has a positive impact in strengthening sustainable tourism in Sumber Maron, as well as empowering local communities to manage and promote their tourism potential independently and responsibly.