As an East Java Icon, UWP Actively Brands the Potential of Tourism Villages in Prigen Digitally
The potential of tourism villages in East Java is attracting increasing attention, not only from the government but also from academics. One example is Wijaya Putra University (UWP) Surabaya, which is directly helping to polish the image of Karangjati Village, Prigen, Pasuruan, through digital-based village tourism development literacy.
Karangjati Village boasts a unique tourist attraction: melon-picking agrotourism managed by the Kujati Perdana Village-Owned Enterprise (BUMDes). More than just a regular garden, the melons here are cultivated using modern agricultural systems, from the use of greenhouses to the development of superior varieties with a distinctive sweet taste.
UWP Supervisor, Muhammad Luthfi Alif Utama, S.M., MM., revealed that this agrotourism has received strong support from the local farming community and the BUMDes.
"The opportunity to become widely known is enormous, even at the national level. The challenge is how to capitalize on this potential with the right strategy, especially through digital branding," he explained.
However, Luthfi also highlighted several obstacles still faced by residents. Lack of knowledge about digital marketing, limited post-harvest innovation, and MSME product development are challenges that need to be addressed.
Through the Community Service Program (KKN), the UWP team provides training in digital marketing strategies for agrotourism, MSME product innovation, halal certification assistance, and education on productive horticulture.
"We want the community to have sustainable skills, including understanding the importance of halal certification for expanding the market," said UWP's KKN Head, Ahmad Juandika.
UWP directly assisted in polishing the image of Karangjati Village, Prigen, Pasuruan, through digital-based village tourism development literacy.
The Village Head of Karangjati, H. Kuyatip, S.H., M.H., welcomed the program. He stated that the university's support would have a significant impact on the village's economic development.
"For us, branding a tourist village is crucial. With this support, local MSMEs can thrive and village products become more widely known," he said.
With a combination of captivating natural potential, support from modern agricultural technology, and a touch of digital marketing, Karangjati Village is expected to become one of the leading agrotourism icons in East Java, even at the national level.
