CREATIVE TOURISM COMMUNICATION STRATEGY IN COMMUNITY DEVELOPMENT BASED IN LOCAL CULTURE
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Abstract
The Covid-19 pandemic that has hit Indonesia since 2020 has had many impacts, including the tourism sector, which has experienced a decline. The tourism sector has great potential and is included in one of the priority programs, Nawacita, launched by President Joko Widodo. The development of this program must be accompanied by a development in terms of human resources which must also pay attention to the local culture that is owned by each region in Indonesia. Tourism development in Indonesia must pay attention to aspects of its cultural preservation because it is included in efforts to maintain national identity. This study aims to obtain creative communication strategies based on local culture in the field of tourism, which are utilized for the development of local communities. This research uses a qualitative approach with a case study method. The research subject is the DPSP location, Mandalika (West et al.), while the research object is local culture and creative tourism communication strategies. Data was obtained through interviews and observation. The research results show that a creative communication strategy by utilizing local culture, especially in Mandalika, must begin by creating a literacy strategy for the local community regarding how to communicate and run a business at DPSP tourist sites.
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