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Abstract
Tourism villages in Yogyakarta have great potential to be developed as cultural and community-based tourism destinations. However, the main challenges faced are limited human resources in managing digital marketing strategies, lack of collaboration with influencers or content creators, and weak branding, which makes it difficult for tourism villages to compete. This research aims to identify marketing problems in tourism villages and offer solutions through student involvement in volunteer programs. This research uses a qualitative approach with observation and in-depth interviews with tourism village managers. The sample included five of the best tourism villages in Yogyakarta to provide a clearer picture of the problems and potential solutions. The effectiveness of social media management conducted independently by these tourism villages was also analyzed. The results showed that tourism villages in Yogyakarta still experience limitations in using social media, which impacts the lack of adequate digital promotion. Most tourism villages do not have competent human resources to manage digital marketing professionally and rarely collaborate with influencers or content creators. The solution offered in the form of a student volunteer program is expected to increase the frequency and quality of posts on social media, expand audience reach, and create more interesting content. In addition, the program is also expected to strengthen the branding of the tourism village through a more consistent and creative narrative. The student volunteer program is proposed as a potential solution to help tourism villages overcome digital marketing and branding challenges. With the involvement of students, the kampongs are expected to increase their visibility on digital platforms, strengthen their identity, and attract more tourists.
Keywords: Digital Marketing, Student Volunteers, Tourism Village, Social Media.