Program Creative Youth Accelerator: Bootcamp Konten Digital untuk Duta Pariwisata Sumatera Utara

Abstract

Abstrak

Duta pariwisata memiliki peran strategis dalam promosi destinasi wisata di era digital, namun keterbatasan keterampilan produksi konten kreatif menjadi hambatan utama bagi para pemuda yang mengemban peran tersebut. Kegiatan pengabdian masyarakat ini bertujuan meningkatkan persepsi pemahaman dan keterampilan 30 finalis Putra Putri Pariwisata Sumatera Utara dalam ekonomi kreatif, produksi konten digital, identifikasi potensi lokal, dan orientasi kewirausahaan. Metode yang digunakan adalah pelatihan berbasis training-based community service dalam bentuk program pengabdian dengan nama Creative Youth Accelerator, yakni bootcamp intensif satu hari yang mencakup sesi pemaparan materi, praktik langsung produksi konten digital, dan pendampingan individual. Desain evaluasi menggunakan pre-test dan post-test, serta instrumen talent mapping berbasis skala Likert (1–5). Hasil analisis statistik menunjukkan terdapat peningkatan keseluruhan dimensi yang signifikan (t(29) = −2,658; p = 0,013). Dimensi Orientasi Kewirausahaan menunjukkan hasil paling tinggi dibandingkan dimensi lainnya (Gain = +0.35; p = 0,002), sementara Digital Skill menjadi dimensi talent mapping terkuat (M = 4,32) dan Cultural Awareness memerlukan perhatian lebih lanjut (M = 3,77). Temuan ini mengkonfirmasi efektivitas format bootcamp mampu meningkatkan kapasitas duta pariwisata. Rekomendasikan program lanjutan yang berfokus pada penguatan cultural storytelling berbasis kearifan lokal.

Abstract

Tourism ambassadors play a strategic role in promoting tourism destinations in the digital era; however, limited creative content production skills remain a primary challenge for young people entrusted with this responsibility. This community service activity aimed to enhance the self-perceived understanding and skills of 30 finalists of the North Sumatra Tourism Ambassador competition across four dimensions: creative economy, digital content production, local potential identification, and entrepreneurial orientation. The method employed was a training-based community service approach, implemented through a program designed by the team under the name Creative Youth Accelerator — a one-day intensive bootcamp comprising structured knowledge sessions, hands-on digital content production practice, and individual mentoring. The evaluation design utilized pre-test and post-test assessments, complemented by a talent mapping instrument based on a Likert scale (1–5). Statistical analysis revealed a significant overall improvement across all dimensions (t(29) = −2.658; p = 0.013). The Entrepreneurial Orientation dimension recorded the highest gain among all dimensions (Gain = +0.35; p = 0.002), while Digital Skill emerged as the strongesttalent mapping dimension (M = 4.32) and Cultural Awareness indicated the greatest need for further development (M = 3.77). These findings confirm that the intensive bootcamp format is effective in strengthening the capacity of tourism ambassadors. A follow-up program centered on cultural storytelling grounded in local wisdom is recommended as a priority for future development.