ANALYSIS OF DIGITAL TOURISM COMMUNICATION MANAGEMENT AT SWEEMBATH NATURAL BATHING TOURISM IN NAGA SOPA VILLAGE
DOI:
https://doi.org/10.30829/jai.v15i3.29463Keywords:
digital tourism communication, communication management, social media, tourism promotion, community-based tourismAbstract
This study analyzes digital tourism communication management at Sweembath Natural Bathing Tourism in Naga Sopa Village, with particular attention to how digital communication is planned, implemented, and evaluated in a locally managed natural tourism destination. Using a descriptive qualitative approach, data were collected through in-depth interviews, observation, and documentation involving tourism managers, local community members, tourists, and village officials. The findings reveal that digital communication management has utilized Instagram, Facebook, and TikTok as promotional channels; however, its implementation remains fragmented and unsystematic. The main weaknesses are reflected in the absence of structured content planning, inconsistent content production, limited audience segmentation, and the lack of formal evaluation based on digital engagement indicators. These limitations indicate that digital media are still used primarily as spontaneous promotional tools rather than as part of an integrated tourism communication strategy. The study contributes to digital tourism communication studies by highlighting the managerial challenges of community-based natural tourism destinations in rural contexts. Practically, the findings suggest the need to strengthen digital communication capacity, develop a content calendar, improve digital infrastructure, and establish periodic evaluation mechanisms to enhance destination visibility and visitor interestReferences
Angel Tarantein, N., Abd Karim, T., Pramudiya, E., Abu Thalib, A., Abdurahman Basalamah No, J., Panakkukang, K., Makassar, K., & Selatan, S. (n.d.). Strategi Media Relations Humas Dinas Pariwisata yang Berbasis Digital dalam Mempromosikan Kota Makassar. JISPENDIORA: Jurnal Ilmu Sosial, 4(3), 2025. https://doi.org/10.56910/jispendiora.v4i3.3175
Anisa, R. (2024). Manajemen Media Digital Desa Wisata Taraju (Studi Etnografi Virtual Tentang Manajemen Media Digital Desa Wisata Taraju). EKOMA : Jurnal Ekonomi, 3(4).
Ansori, I., Sumiarsih, M., Kurniawan, R., Rohman, I. S., & Rahayu, A. D. (2025). STRATEGI SOCIAL MEDIA MARKETING UNTUK MENINGKATKAN KUNJUNGAN WISATAWAN (Studi Kasus pada Wisata Alam Arga Hot Springs). 23(2). burhan bungin. (n.d.).
Dalimunthe, AQ., Erwani, I & Syam, AM. (2025). A Model of Religious Harmonization in Indonesia: The Syncretic Dialectic of Tridharma and Islam. Pharos Journal of Theology 106 (4)
Dan, K. (n.d.). METODE PENELITIAN KUANTITATIF.
Hia, N., Sarah, E. M., Siregar, M., & Cikita, P. (2025). Pemanfaatan Media Sosial Instagram Dalam Upaya Peningkatan Jumlah Kunjungan Wisatawan Di Pemandian Air Panas Pariban. JKOMDIS : Jurnal Ilmu Komunikasi Dan Media Sosial, 5(1), 70–76. https://doi.org/10.47233/jkomdis.v5i1.2548
Huwae, S., Yuniati, N., Susanto, D. R., Tinggi, S., & Ambarrukmo, P. (2024). MANAJEMEN PROMOSI DESTINASI WISATA ALAM DESA ALLANG ASAUDE MELALUI MEDIA SOSIAL. 7(3), 2024.
Indah Sugiarti, Budi Rahman, & Rosadi, H. (2025). Pengelolaan Pariwisata Berbasis Digital di Objek Wisata Pantai Minang Rua Kabupaten Lampung Selatan: Studi Kasus Manajemen Destinasi. TOBA: Journal of Tourism, Hospitality, and Destination, 4(3), 271–279. https://doi.org/10.55123/toba.v4i3.6126
Islah Perwita, A., Nurfaizal, Y., Namira, D. P., & Melani, R. I. (2025). Optimalisasi Pengelolaan Promosi Melalui Media Sosial dalam rangka mewujudkan Desa Wisata Sikapat. In Jurnal Communio: Jurnal Jurusan Ilmu Komunikasi (Vol. 14, Number 2). Watumas, Purwanegara, Kec. Purwokerto Utara.
Masrek , M. N. ., Baharuddin , M. F. ., & Syam , A. M. . (2025). Determinants of Behavioral Intention to Use Generative AI: The Role of Trust, Personal Innovativeness, and UTAUT II Factors. International Journal of Basic and Applied Sciences, 14(4), 378-390. https://doi.org/10.14419/44tk8615
Masrek, M. N., Syam, A. M., & Mustaffar, M. Y. (2026). Understanding Performance and Effort Expectancy in Generative AI Use Through Data Mining Models. Journal of Information and Knowledge Management 16 (1), 72-91
Maulana, M., Deliana, D., & Indah, T. (2025). Integrating Digital Marketing Communication and Community Participation for Sustainable Tourism Development: A Case Study of Sumberbulu Tourism Village, Indonesia. CHANNEL: Jurnal Komunikasi, 13(1), 76–87. https://doi.org/10.12928/channel.v13i1.1061
Nadia, R & Syam, AM. (2025). The Role Of Nonverbal Communication In Improving Interpersonal Relationships In The Workplace. International Journal of Cultural and Social Science 6 (1), 72-82
Qomaruddin, Q., & Sa’diyah, H. (2024). Kajian Teoritis tentang Teknik Analisis Data dalam Penelitian Kualitatif: Perspektif Spradley, Miles dan Huberman. Journal of Management, Accounting, and Administration, 1(2), 77–84. https://doi.org/10.52620/jomaa.v1i2.93
Ramadhana, RA & Syam, AM. (2025). Strategi Komunikasi Pemasaran Digital Dalam Meningkatkan Brand Awareness Pada Brand Wardah Beauty. Jurnal Ilmiah Muqoddimah: Jurnal Ilmu Sosial, Politik, dan Humaniora 9 (2), 1071-1079
Ritonga, A. R., Education, I. R., Zein, A., Syam, A. M., & Ohorella, N. R. (2023). Misconceptions of Jihad: A Constructivist Review of the Meaning of Struggle in Islam in the Modern Era: Analysis of the verses al-Amwaal wa al-Nafs.
Rusdi, M., Sebayang, V.A., Kholil, S., & Syam, A.M. (2024). Islam and the Ethics of War: Deconstructing Jihad through the Principle of Humanism in Theological Discourses
Saraan, M. I. K., Rambe, R. F. A. K., Syam, A. M., Suhendar, A., Dalimunthe, M. A., & Sinaga, R. P. K. (2024, May). The application of fertilizer subsidies in the context of coffee plantations in Pollung Sub-District, Humbang Hasundutan District, North Sumatra Province. In IOP Conference Series: Earth and Environmental Science (Vol. 1352, No. 1, p. 012012). IOP Publishing.
Syaiful, S., Tinggi, S., & Riau, P. (2025). KOMUNIKASI PARIWISATA DI ERA DIGITAL. Digikom, 6(1), 1–9.
Tanjung, H., Syari Tanjung, I., Astuti, R., Program, ), Manajemen, S., Ekonomi, F., & Bisnis, D. (2024). Strategi Komunikasi dalam Pemasaran Pariwisata Berbasis Digital Tourism di Kabupaten Tapanuli Tengah Digital Tourism-Based Tourism Marketing Model in Central Tapanuli Regency. 13(3), 700–707. https://doi.org/10.31289/perspektif.v13i3.11656
Truyda Tahamata, S., Telussa, S. I., Salakay, S., & Artikel, I. (2025). Digital Communication Strategy in the Development of Tourist Destinations on Ambon Island Strategi Komunikasi Digital dalam Pengembangan Destinasi Tempat Wisata Pulau Ambon. Jurnal Ilmu Komunikasi, 4(2), 214. https://doi.org/10.30598/JIKPvol4
Widianti, M. A., Pradhana, Y., Rahma, A., & Nasional, U. (2025). CITRA DIGITAL DESA WISATA PENARUNGAN: MENELISIK PERAN MEDIA BARU DALAM PROMOSI PARIWISATA LOKAL. KOMUNITAS: Jurnal Ilmu Komunikasi, 11(2).
Yasir. (2021). document. 9(1), 108–120.
Downloads
Published
Issue
Section
License
COPYRIGHT
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access
LICENSE
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
