A Digital Public Relations Strategy for Building Tourist Destination Image in The Era of Content Creators

Abstract

The growth of digital media has reshaped tourism communication and expanded the role of content creators in destination public relations. Although previous studies have widely examined influencers, audience engagement, and destination image, less is known about how these elements operate as a connected process within locally scaled destinations with limited promotional resources and no formal performance-measurement system. This study addresses that gap by examining the digital public relations strategy of Sumber Nyamplung Tourism in Pandaan, with particular attention to the relationship among creator collaboration, audience engagement, and destination image formation. A qualitative case study was conducted using semi-structured interviews, non-participant observation of Instagram and TikTok content, and supporting documentation. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña (2014) and source triangulation. The findings indicate that the destination relies on visual storytelling, authentic personal narratives, and relatively informal collaboration with content creators. Audience responses were mainly reflected in information-seeking comments about location, ticket prices, and operating hours, while visitor accounts indicated a relatively consistent image of Sumber Nyamplung as a natural, cool, family-friendly, and affordable recreational destination. Because the study does not quantitatively measure engagement or effectiveness, these findings should be interpreted as context-specific qualitative patterns rather than as proof of the strategy's effectiveness. Theoretically, the study contributes by tracing the digital public relations practice, content-creator collaboration, audience engagement, and the destination-image formation pathway within a locally scaled, resource-constrained destination, and by extending the co-creation perspective on destination image to a setting without formal measurement infrastructure. Practically, the study suggests the need for more systematic content planning, documentation of interaction indicators, and diversification of creator partnerships.