Enhancing the Competitiveness of Heritage Tourism through Digital Marketing, Storytelling, and Augmented Reality: A Community Engagement Initiative in Lasem, Central Java

The objective of this community engagement program is to boost the competitiveness of heritage tourism in Lasem, Central Java, by integrating digital marketing, heritage-based storytelling, and augmented reality (AR) applications. The program employs a participatory and interdisciplinary approach, involving local stakeholders as active co-creators in a series of interactive workshops and hands-on training sessions aimed at enhancing digital content creation, narrative development, and fundamental technological skills. The outcomes show a marked improvement in participants' ability to produce short-form digital content and leverage social media platforms for destination promotion, along with a stronger capacity to convert fragmented cultural narratives into structured storytelling that reinforces destination identity and perceived authenticity. Additionally, the introduction of AR simulations raised participants' awareness of immersive technologies and their potential to enhance tourism experiences, while the incorporation of green tourism principles promoted alignment of promotional practices with sustainability values. However, several limitations are apparent, such as the short duration of the program, inadequate technological infrastructure, and the lack of ongoing mentoring mechanisms, which could hinder long-term impact and scalability. Overall, the program contributes to bridging the gap between theoretical frameworks and practical implementation in heritage tourism development, providing a replicable model for community-driven digital transformation in emerging destinations.