Hasanuddin University’s Tourism Destination Study Program Strengthens Digital Promotion of Lakkang Tourism Village Through Community-Based Engagement
Makassar, July 3, 2026 – The Bachelor of Applied Tourism Destination Study Program, Faculty of Vocational Studies, Hasanuddin University (UNHAS), conducted a Community Service Program (Pengabdian kepada Masyarakat) in Lakkang Tourism Village, Tallo District, Makassar City, on Friday, July 3, 2026. The program was carried out under the theme “Optimizing the Digital Promotion of Lakkang Tourism Village Through Community-Based Socialization Activities”, reflecting the university’s commitment to supporting sustainable tourism development through digital innovation and community empowerment.
The activity brought together lecturers and students from the Tourism Destination Study Program, local micro, small, and medium-sized enterprise (MSME) owners, community leaders, and residents of Lakkang Tourism Village. The primary objective was to strengthen the community’s capacity to utilize digital platforms as effective tools for promoting both the tourism destination and locally produced handicrafts, thereby expanding their reach to wider tourism markets.
During the program, the community received training on the importance of digital marketing in the tourism sector, strategies for building a strong destination image through social media, techniques for creating engaging promotional content, and practical guidance on utilizing various digital platforms to showcase the tourism potential and unique local products of Lakkang Tourism Village.
In addition to destination promotion, the program focused on mentoring local MSMEs that produce traditional souvenir handicrafts. Although these products have demonstrated promising quality and market potential, many local entrepreneurs continue to face challenges in introducing them to prospective visitors. Therefore, the training emphasized digital marketing strategies, product branding, smartphone-based product photography, and the effective use of social media as a digital marketplace.
According to the community service team, digital promotion has become an essential component of destination competitiveness in today’s tourism industry. The attractiveness of a destination and the quality of its local products must be complemented by the community’s ability to communicate these assets effectively through digital media.
“A tourism village cannot rely solely on its natural and cultural attractions. The community’s ability to promote these assets through digital platforms is equally important in enhancing competitiveness and attracting more visitors. Through this program, we hope that the people of Lakkang will become more confident in utilizing digital technology to promote both their destination and their local products,” the community service team stated.
The program adopted the Community-Based Tourism (CBT) approach, positioning local residents as the primary stakeholders in tourism development. Through this approach, community members are encouraged to actively participate in every stage of destination development, from managing tourism resources to implementing sustainable promotional strategies.
The event was conducted in an interactive atmosphere, featuring discussions and knowledge-sharing sessions between the university team and local residents. Participants enthusiastically shared the challenges they encounter in marketing their products and promoting Lakkang Tourism Village to broader audiences. Practical solutions and applicable strategies were subsequently discussed to ensure they could be effectively implemented within the local context.
Through this initiative, the Tourism Destination Study Program of the Faculty of Vocational Studies, Hasanuddin University, expects to enhance the digital marketing competencies of the local community, enabling Lakkang Tourism Village to become increasingly recognized as one of Makassar City’s leading community-based tourism destinations. Furthermore, strengthened digital promotion is expected to increase the economic value of local MSME products, expand market opportunities, and contribute to improving community welfare through sustainable tourism development.
This Community Service Program represents the implementation of the Tri Dharma of Higher Education, demonstrating the university’s commitment not only to advancing academic knowledge but also to generating tangible social impact through collaboration among academics, students, government institutions, and local communities in fostering inclusive, sustainable, and community-driven tourism development.