Optimizing Destination Branding of Gentar Brazilian Grape Agrotourism as an Effort to Increase Tourism in Teja Village, Majalengka Regency

Abstract

This community service project aims to optimize the branding of the Brazil Gentar grapes agrotourism destination to increase tourism appeal in Teja Village, Majalengka Regency. This activity was implemented through a participatory approach involving the local community, destination managers, and relevant stakeholders. The methods used included identifying the destination's potential and weaknesses, developing branding strategies, and conducting training and outreach to the community to improve service quality and destination promotion. Furthermore, the destination's image was evaluated through a visitor perception survey and a SWOT analysis to determine future strategic steps. The results of this community service project indicate that optimizing branding can increase the visibility and competitiveness of the Brazil Gentar grapes agrotourism destination, as evidenced by increased visitation and visitor satisfaction. The branding strategies implemented included strengthening the visual identity, developing attractive tour packages, and effectively utilizing social media. The implications of this activity are the development of public awareness of the importance of sustainable and innovative destination management to support village economic growth. The conclusion of this community service project confirms that optimizing destination branding is a strategic step in increasing tourism appeal while simultaneously encouraging local community empowerment. It is hoped that these results can serve as a model for developing sustainable agrotourism destinations that are competitive at the regional and national levels.