Planning and Marketing Educational Tourism: Case of Coffee in Sirnajaya Village, Bogor Regency

Abstract

The development of tourism villages based on local potential is an important strategy in supporting sustainable tourism and community empowerment. Sirnajaya Tourism Village, Bogor Regency, has great potential for coffee plantations, but it has not been optimally utilized as an educational tourism product. This study aims to analyze the planning and marketing of coffee educational tourism through the development of tourism products, the preparation of educational tour packages, and the use of digital promotional media. The research uses a descriptive qualitative approach carried out in Sirnajaya Tourism Village. Data was collected through observation, semi-structured interviews, documentation, as well as pre-tests and post-tests to activity participants. The data was analyzed thematically by triangulating sources and techniques to maintain the validity of the data. The results of the study show that the development of coffee-made souvenir products, the preparation of coffee educational tour packages, and the use of digital promotional media are able to increase community knowledge and skills, enrich the variety of tourism products, and strengthen the image of Sirnajaya Tourism Village as a coffee-based educational tourism destination. This study concludes that the integration of tourism product planning and digital marketing strategies plays an important role in increasing the competitiveness of community-based tourism villages.