COMMUNICATION STRATEGY AND COMMUNITY PARTICIPATION IN THE DEVELOPMENT OF TOURISM BASED ON LOCAL CULTURE IN KERINCI REGENCY, JAMBI

Abstrak

This study explores the role of communication strategies and community participation in the development of tourism based on local culture in Kerinci Regency, Jambi. Employing both quantitative and qualitative research methods, the study aims to understand the awareness and perceptions of residents and tourists, evaluate their satisfaction and engagement, and identify factors influencing community participation in tourism activities. Survey data indicates a moderate level of awareness about Kerinci's cultural assets, with social media emerging as the primary information source. Regression analysis reveals that perceived benefits, social capital, and trust in tourism authorities significantly influence community participation. Thematic analysis of interviews and focus groups highlights the importance of digital communication, challenges in community engagement, and strategies for cultural preservation. The study concludes that effective communication, active community involvement, and authentic cultural integration are crucial for sustainable tourism development in Kerinci. Recommendations include enhancing digital outreach, fostering participatory decision-making, and promoting authentic cultural experiences to benefit both residents and visitors. This comprehensive approach aims to position Kerinci as a vibrant cultural tourism destination while ensuring the well-being of the local community.