Digital Era Tourism Villages: Great Potential Hampered by Skills and Mentoring Gaps

Amid the rapid development of social media, tourism promotion no longer relies on billboards or brochures. A single engaging video on TikTok or a viral Instagram post can introduce a destination to thousands, even millions, of people in a short time. However, not all tourism villages can easily seize this opportunity. This is the reality felt by a number of tourism village managers in Bogor Regency. Despite possessing attractive natural, cultural, and local product potential, many admit they still struggle to utilise digital media for promotion—not due to a lack of internet access, but because of limited skills in creating and managing content. “We have a lot of potential to showcase, but we are often confused about how to create content that will attract people’s attention,” one tourism village manager revealed during a discussion involving tourism stakeholders in Bogor Regency. The difficulties extend beyond the ability to take photos or record videos. Many villagers do not yet understand how to structure a story, craft a promotional narrative, edit content, or even read the trends currently developing on social media. As a result, the tourism potential of these villages often loses out to other destinations that are more active and skilled in utilising the digital space. Yet, in this era, public attention is extremely valuable. A destination that manages to capture attention on social media will be more easily recognised and visited by tourists. Conversely, a destination with minimal exposure risks being lost in the torrent of digital information. Another frequently raised issue is the low level of public understanding regarding digital financial systems. Several tourism villages have started using QRIS as a payment method, but not all local business operators understand how to use it. Some still face difficulties in managing digital transactions, keeping financial records, or utilising available financial applications. This situation shows that digital transformation is not just about the availability of technology, but also the readiness of human resources to use it. When the community’s digital capabilities are still limited, technology that should be an opportunity cannot yet be fully exploited. From a political economy of the media perspective, this problem is not merely about tourism promotion. There is an inequality in access to information production. Those who possess content creation skills, understand social media algorithms, and have adequate resources will more easily capture public attention compared to groups with limited capabilities. This view aligns with the thinking of Noam Chomsky, who explained that the media plays a significant role in shaping public perception. The reality that appears in the public sphere is often determined by parties who have the capacity to produce and disseminate information more effectively. When village communities do not yet have that capacity, their potential risks being less visible in the public sphere compared to other parties that are more digitally prepared. On the other hand, tourism village managers also highlight the lack of sustainable mentoring. Various training sessions have been conducted, but most are only short-term. After the activities end, the community is left to face various obstacles again without any follow-up assistance to help them apply the skills they have learned. In fact, the community’s needs go beyond basic training. They require ongoing mentoring in social media management, creative content creation, digital marketing, and digital financial literacy. With such support, the community will not only become technology users but will also be able to utilise technology to independently develop the village’s economic potential. Amid the increasingly strong influence of digital media on the tourism sector, tourism villages are required to adapt. However, adaptation cannot be solely burdened on the community. Support from the government, universities, creative communities, and various related parties remains necessary so that digital transformation can truly deliver equitable benefits. Tourism villages have never lacked stories. The remaining task is how to help the community acquire the ability to tell that potential to the world.