Integrating Community Empowerment, Innovation, and Digital Marketing in Developing Pegagan-Based Wellness Tourism Products: A Participatory Action Research in Kenderan Tourism Village

Abstract

Kenderan Tourism Village in Gianyar, Bali, possesses significant potential for the development of wellness tourism
based on its abundant natural resources. However, the lack of distinctive local products and limited community capacity
in production and marketing have constrained its competitiveness. This study aims to develop and evaluate a
community-based model that integrates community empowerment, product innovation, and digital marketing in
creating pegagan (Centella asiatica)-based wellness tourism products. This research employs a participatory action
research approach involving the Tourism Awareness Group (POKDARWIS) and local women’s groups (PKK). The
study was conducted through five stages: socialization, training, technology transfer, mentoring, and evaluation. Data
were collected through observations, interviews, and pre–post assessments to measure improvements in participants’
knowledge and skills. The innovation process focused on developing pegagan-based products, including herbal tea and
facial masks, supported by the establishment of Standard Operating Procedures (SOPs) for production, quality control,
and packaging. Digital marketing strategies were also implemented through social media platforms to expand market
reach. The results indicate a significant improvement in participants’ technical and managerial capacities, particularly
in product processing, quality assurance, and marketing practices. The developed products show strong potential as
distinctive wellness tourism commodities, contributing to increased product value and tourist engagement.
Furthermore, the adoption of digital marketing enhances product visibility and accessibility in broader markets. This
study demonstrates that integrating community empowerment, innovation, and digital marketing provides an effective
and replicable model for strengthening the competitiveness of tourism villages. The findings contribute to the
development of sustainable, community-based wellness tourism in the digital era.