Upgrading the Capacity of Local Community and Tourism Branding in Pagar Jaya Village

Pagar Jaya Village is a coastal area at the southernmost tip of SumatraIsland and isolated in Punduh Pidada District, Pesawaran Regency, Lampung becomingone of the tourism villages in Lampung that has two main problems poor accessibilityand low capacity of the community. As a result of this problem, the "KITA PAGAR JAYA"program has successfully enhanced the community’s capacity in tourism, particularlyin the area of tourism branding. This program itself is implemented with SadarWisata and Sapta Pesona approaches. It was developed on 4 stages, first stage ispotential and problem identification, second stage is delivering material about tourismmanagement, the third is about MSMEs and branding knowledge, and the last stageis about evaluation of tourism management to develop sustainable system in PagarJaya Tourism. The implication of this program is to enhance the local community’scapacity to manage tourism by focusing on Sadar Wisata, Sapta Pesona, and disastermanagement. As a result, more community members are joining the Pagar JayaVillage Tourism Awareness Group and MSMEs to help with tourism management. Theprogram also includes creating promotional materials like pocketbooks, tourism videos,and social media campaigns to enhance the branding of Pagar Jaya Village.