Developing rural communication through digital innovation for village tourism

  • Dewi Yanti Politeknik Pariwisata Medan
  • D. Yadi Heryadi Universitas Siliwangi
  • Juliana Universitas Pelita Harapan
  • Pandu Adi Cakranegara Universitas President
  • Muhammad Kadyrov Bishek Humanities University
Abstract views: 312 , PDF downloads: 183
Keywords: content analysis; digital marketing communication; rural communication; village tourism

Abstract

This study examines how digital information facilitates communication in the tourism industry to spur innovation in rural communities. Digital platforms have helped Pentingsari Village improve its tourism economy and document its development. This study used content analysis on social media and online reviews to examine Pentingsari Village's change from the New Regime era to the present day. Our research reveals minor alterations in popular perceptions towards village tourism and its effects on local culture and land ownership - effective use of Internet platforms has changed negative perceptions about the tourism industry's exploitation of indigenous land and culture. This approach is viewed as an innovative means of achieving sustainable development while preserving the cultural heritage of local communities and bolstering their economies. This study is a blueprint for how other rural communities can harness similar insights to enhance their well-being. It demonstrates how rural towns can draw inspiration from Pentingsari's utilisation of digital communication to stimulate creativity, showcase their unique attractions, and monitor their progress via digital platforms, which is instrumental in attracting tourists and investors to these areas.

References

Al-Shimari, K., Hamzh, H., & Alktrani, S. (2019). Tourism, creative industries and exports sustainability: An international comparative study. African Journal of Hospitality, Tourism and Leisure.
Angelia, C. R., & Susilo, D. (2023). Endorser, influencer, instagram : imaji konsumsi di era digital. Indomedia Pustaka.
Aryanti, T. (2015). Branding the Islamic Village: Modesty and Identity in Yogyakarta Kauman Village, Indonesia. Procedia-Social and Behavioral Sciences, 184, 126–134.
Bahtiar, A. R., Segara, A. J. T., & Suyoto. (2020). Design of smart gamification in village tourism: An Indonesian case study. In International Journal of Engineering Pedagogy (Vol. 10, Issue 1). https://doi.org/10.3991/ijep.v10i1.11522
Baroroh, K., Wahjoedi, Wahyono, H., Utomo, S. H., & Lestari, F. (2021). Incorporating village tourism into "community economy" course: A project-based learning method in university. International Journal of Instruction, 14(4). https://doi.org/10.29333/iji.2021.14433a
Christie, I., Fernandes, E., Messerli, H., & Twining-Ward, L. (2014). Tourism in Africa: Harnessing Tourism for Growth and Improved Livelihoods. In Tourism in Africa: Harnessing Tourism for Growth and Improved Livelihoods. https://doi.org/10.1596/978-1-4648-0190-7
Cole, H. V. S., Mehdipanah, R., Gullón, P., & Triguero-Mas, M. (2021). Breaking Down and Building Up: Gentrification, Its Drivers, and Urban Health Inequality. In Current Environmental Health Reports (Vol. 8, Issue 2). https://doi.org/10.1007/s40572-021-00309-5
Gelter, J., Fuchs, M., & Lexhagen, M. (2022). Making sense of smart tourism destinations: A qualitative text analysis from Sweden. Journal of Destination Marketing and Management, 23. https://doi.org/10.1016/j.jdmm.2022.100690
Gunawan, C., & Susilo, D. (2021). Impact of Cristiano Ronaldo's Attractiveness as Brand Ambassador Towards Brand Awareness Shopee. Ekspektra : Jurnal Bisnis Dan Manajemen, 5(2). https://doi.org/10.25139/ekt.v5i2.3901
Gwaka, L. T., May, J., & Tucker, W. (2018). Towards low‐cost community networks in rural communities: The impact of context using the case study of Beitbridge, Zimbabwe. The Electronic Journal of Information Systems in Developing Countries, 84(3). https://doi.org/10.1002/isd2.12029
Haryo, A. (2015). Blue Eyes Syndrome Cases in the Duck Farms in the Village Modopuro, Mojosari, District Mojokerto, East Java. Jurnal Sain Veteriner, 33(1).
Herawati, A., Purwaningsih, A., Atma, U., Yogyakarta, J., Yonathan, I., & Handharko, D. (2018). Promoting Village Tourism through the Development of Information Systems. Review of Integrative Business and Economics Research, 7(1).
Hidayat, E., Susilo, D., & Baihaqi, A. I. (2022). The practice of village branding and marginalisation in Mojokerto, Indonesia. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 6(3), 805–826. https://doi.org/10.25139/jsk.v6i3.5313
Kolil, M. T., Harliantara, H., & Susilo, D. (2020). Kebijakan Siaran Lokal Televisi Berjaring Kompas TV. ETTISAL : Journal of Communication, 5(1). https://doi.org/10.21111/ejoc.v5i1.4353
Kusumawati, D., Rusdarti, Setyowati, D. L., & Handoyo, E. (2022). Social culture impact and value changes of batik tourism village: a case study of pesindon-indonesia batik tourism village. Geojournal of Tourism and Geosites, 40(1). https://doi.org/10.30892/GTG.40110-806
Kutto, V., & Mulwo, A. (2015). Communication challenges of culture and stigma in the control of cervical cancer among rural women in Kenya. Advances in Social Sciences Research Journal, 2(2), 178–184.
Li, X., Xie, C., Morrison, A. M., & Nguyen, T. H. H. (2021). Experiences, motivations, perceptions, and attitudes regarding ethnic minority village tourism. Sustainability (Switzerland), 13(4). https://doi.org/10.3390/su13042364
Luthansa, N. B., & Susilo, D. (2022). Motif of E-Wallet Users on Gen Z in Marketing Communications Perspective (Case Study of LinkAja Users in Purchasing Decisions). Sahafa Journal of Islamic Communication, 5(1). https://doi.org/10.21111/sjic.v5i1.8260
Malayati, R. M., & Daniel Susilo. (2020). Penitipan Handphone Sebagai Komunikasi Non Verbal Santri PPP Walisongo Desa Cukir Jombang. Communication, 11(1).
Mulyani, Y., Kholifah, N., Saputro, I. N., Gusti Agung Gede Witarsana, I., & Wurarah, R. N. (2022). Strategies for village tourism development in coastal during covid-19: challenges and opportunities. Geojournal of Tourism and Geosites, 43(3). https://doi.org/10.30892/gtg.43307-901
Murti, D. C. W. (2020). Gaze the Struggle of Others: The Representations of Rural Places and People of Indonesia in Tourism Media for Australian Tourists. Journal of Communication Inquiry, 44(3), 231–255.
Nilasari, P. F., Irianto Sitindjak, R. H., & Wardani, L. K. (2019). Tenganan indigenous village as a cultural historical tourism destination in Bali Island, Indonesia. African Journal of Hospitality, Tourism and Leisure.
Nizar, M. (2015). Tourism Effect on Economic Growth in Indonesia. Munich Personal RePEc Archive (MPRA), 7, 1–25.
Pantelidis, C., tom Diek, M., Jung, T., & Miller, A. (2018). Exploring tourist experiences of virtual reality in a rural destination: a place attachment theory perspective. E-Review of Tourism Research.
Phillips, M., Smith, D., Brooking, H., & Duer, M. (2021). Re-placing displacement in gentrification studies: Temporality and multi-dimensionality in rural gentrification displacement. Geoforum, 118. https://doi.org/10.1016/j.geoforum.2020.12.003
Pradjoko, E., Setiawan, A., Wardani, L., & Hartana. (2021). The impact of mandalika tourism area development on the Kuta village, centre Lombok, Indonesia based on tsunami hazard analysis point of view. IOP Conference Series: Earth and Environmental Science, 708(1), 012010. https://doi.org/10.1088/1755-1315/708/1/012010
Prasetyo, D. W., Hidayat, E., Marta, R. F., Kurniawati, L. S. M. W., & Chinmi, M. (2020). Patron-Client Relationship between Village Heads and Their Residents during the Covid-19 Pandemic. MIMBAR: Jurnal Sosial Dan Pembangunan, 36(2).
Quinton, J., Nesbitt, L., & Sax, D. (2022). How well do we know green gentrification? A systematic review of the methods. Progress in Human Geography, 46(4). https://doi.org/10.1177/03091325221104478
Ramadhani, Suswanta, & Shaddiq, S. (2021). E-Marketing of village tourism development strategy (Case study in the tourist village puncak sosok). Journal of Robotics and Control (JRC), 2(2). https://doi.org/10.18196/jrc.2255
Shinta, S., Indriyani, S., & Arisoesilaningsih, E. (2014). Morphological Variation of Six Pigmented Rice Local Varieties Grown in Organic Rice Field in Sengguruh Village, Kepanjen District, Malang Regency. Journal of Tropical Life Science, 4(2), 149–150.
Sumarto, R. H., Sumartono, Muluk, K. R. K., & Nuh, M. (2020). Penta-Helix and Quintuple-Helix in the management of tourism villages in Yogyakarta City. Australasian Accounting, Business and Finance Journal, 14(1 Special Issue). https://doi.org/10.14453/aabfj.v14i1.5
Susilo, D., Hidayat, E., & Marta, R. (2021). Village public innovations during COVID19 pandemic in rural areas: Phenomena in Madura, Indonesia. Cogent Social Sciences, 7(1), 1905919.
Susilo, D., & Hui Chen, L. (2023). Model of Persuasive Communication for Russian Tourists on Handle of Digital Nomad. International Journal of Research and Review, 10(5), 415–424. https://doi.org/10.52403/ijrr.20230549
Susilo, D., Putranto, T. D., & Navarro, C. J. S. (2021). Ms glow for men: digital marketing strategy on men's facial care products. Sinergi : Jurnal Ilmiah Ilmu Manajemen, 11(1). https://doi.org/10.25139/sng.v11i1.3534
Thompson, E. C. (2007). Unsettling Absences: Urbanism in Rural Malaysia. National University of Singapore Press. https://doi.org/10.16953/deusbed.74839
Tyan, I., Yagüe, M. I., & Guevara-Plaza, A. (2020). Blockchain technology for smart tourism destinations. Sustainability (Switzerland), 12(22). https://doi.org/10.3390/su12229715
Untari, S., & Suharto, Y. (2021). The development of youth and woman entrepreneurship program in village tourism through partnership. Geojournal of Tourism and Geosites, 33(4). https://doi.org/10.30892/gtg.334spl14-605
Wijaya, P. Y., Kawiana, I. G. P., Suasih, N. N. R., Hartati, P. S., & Sumadi, N. K. (2020). Swot and micmac analysis to determine the development strategy and sustainability of the bongkasa pertiwi tourism village, Bali Province, Indonesia. Decision Science Letters, 9(3). https://doi.org/10.5267/j.dsl.2020.3.002
Wilhelmsson, M., Ismail, M., & Warsame, A. (2022). Gentrification effects on housing prices in neighbouring areas. International Journal of Housing Markets and Analysis, 15(4). https://doi.org/10.1108/IJHMA-04-2021-0049
Wright, T. (2015). Water, Tourism, and Social Change: A Discussion of Environmental Perceptions in Bali. Jurnal Kajian Bali.
Published
2023-11-28
How to Cite
Yanti, D., Heryadi, D. Y., Juliana, Cakranegara, P. A., & Kadyrov, M. (2023). Developing rural communication through digital innovation for village tourism. Jurnal Studi Komunikasi, 7(3), 696 - 712. https://doi.org/10.25139/jsk.v7i3.7384
Section
Articles

Most read articles by the same author(s)