Pentahelix's Communication Strategy In Promoting Sustainable Tourism

Strategi Komunikasi Pentahelix dalam Mempromosikan Pariwisata Berkelanjutan

Abstract

This study examines Communication's role in sustainable tourism development in Wonokitri Tourism Village, Pasuruan. It is essential to explore how communication between various actors, namely academics, business people, communities, governments, and the media, can affect the management and promotion of tourist destinations. This study uses a qualitative approach with descriptive analysis to identify the role of each actor in building a positive image and increasing the village's attractiveness. The results show that academics play a role in designing research-based communication strategies, while businesspeople use social media and digital platforms for promotion. Local communities, through Pokdarwis, collaborate with other institutions to promote culture and ecotourism, while village governments are responsible for crafting policies that support sustainable tourism and provide the necessary infrastructure. The media is essential in introducing the village through articles and digital content. This research contributes to developing tourism communication science, primarily visual and online communication, and enriches the literature on collaboration between the public sector, business, and society in tourism management.