The presence of a tourism village in Indonesia might be viewed as an opportunity to strengthen small, micro, and medium-sized businesses as a driving force in the local economy. The goal of Micro Small Medium Enterprises (MSMEs) development is to create a tourism village supported by MSMEs that combines natural and culture attractions, local gastronomic and artisan, and public service facilities. Poncokusumo village, one of Malang’s tourism villages, has a distinct personality when compared to other Malang tourism villages. The goal of this research is to look at promotional strategies for sustainable tourism products in Poncokusumo village to strengthen the village’s tourism identity. This is a qualitative study in which the informants were chosen on purpose; they are the head of Poncokusumo village, the leader of the tourist local community (Pokdarwis), and an entrepreneur. According to the research findings, the 360-degree communication approach is best for supporting offline promotional operations. 360-degree marketing communication is also being considered to strengthen tourism village identity. A 360-degree model of marketing communication is built in three stages: pre-purchase, purchase, and post-purchase in a sustainable tourist product. This paper also contributed to the sustainable development goals which focus on decent work and economic growth. The existence of sustainable product in tourism village is an attraction that encourage local economic growth.

中文翻译：

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如何通过360度传播优化可持续旅游产品推广策略？ （玛琅 Poncokusumo 案例研究）

印度尼西亚旅游村的存在可能被视为加强中小型企业作为当地经济驱动力的机会。中小微企业发展的目标是打造一个以中小微企业为支撑、集自然文化景点、当地美食和手工艺、公共服务设施于一体的旅游村。 Poncokusumo 村是玛琅的旅游村庄之一，与玛琅的其他旅游村庄相比，具有鲜明的个性。本研究的目的是探讨 Poncokusumo 村可持续旅游产品的促销策略，以加强该村的旅游形象。这是一项定性研究，调查对象是有意选择的；他们是Poncokusumo村的村长、当地旅游社区（Pokdarwis）的领导者和企业家。研究结果显示，360度的沟通方式最适合支持线下促销运作。 360度营销传播也在考虑中，以加强旅游村的形象。可持续旅游产品的360度营销传播模型分为三个阶段：购买前、购买中和购买后。该文件还为关注体面劳动和经济增长的可持续发展目标做出了贡献。旅游村可持续产品的存在是促进当地经济增长的一个吸引力。