Tourism Destination 4.0: Branding Improvisation Through Strengthening MSMEs and Human Resource Development in Kampung Adat Segunung

Kampung Adat Segunung is one of the tourism destinations in Wonosalam, Jombang, which has the potential for MSMEs, including dairy products, herbal plant products, and Segunung's distinctive batik. The three were the focus of the community service program which looked after to answer the problem of the lack of capacity (human resource capabilities) of MSMEs activities in Kampung Adat Segunung in terms of digitalization and electronic commerce. Even nowadays, Kampung Adat Segunung still depends on other parties domiciled outside Kampung Adat Segunung. In fact, with digitalization, MSME products and tourism life in Kampung Adat Segunung were expected to have a definitive increase. The application of the program used digital branding training solutions, e-commerce training, and digital marketing to help tourism in Kampung Adat Segunung flourish through its MSMEs. The program brought in professional speakers from UPN “Veteran” Jawa Timur to provide materials and assistance on digital branding. The program then successfully brought Kampung Adat Segunung to its renewed digital branding. The new digital branding was manifested in Kampung Adat Segunung’s newest logo. The program also provided short movies to promote Kampung Adat Segunung on digital platforms.