Digital Communication Management In Local Tourism Branding: A Study Of Collaborative Strategies Between Government, Influencers, And Creative Communities In Surakarta

Ali Arif Setiawan, Jeratallah Aram Dani, Azizatur Rahmawati

Abstract


This study examines the implementation of digital communication management in local tourism branding through collaborative strategies between government institutions, influencers, and creative communities in Surakarta. The rapid development of digital media has transformed tourism branding practices from conventional promotional approaches into participatory and network-based communication ecosystems involving multiple stakeholders. This research aims to analyze how collaborative digital communication strategies are managed and implemented in strengthening Surakarta’s tourism image in the digital era. The study employs a qualitative descriptive approach using a case study design. Data were collected through in-depth interviews, participant observation, digital ethnography, and documentation studies involving tourism officials, local influencers, and creative communities actively engaged in tourism branding activities. The findings reveal that collaborative communication among stakeholders significantly contributes to strengthening tourism branding effectiveness through digital storytelling, audience engagement, and cultural representation. Government institutions function as communication coordinators and facilitators, while influencers and creative communities act as strategic communication intermediaries capable of producing authentic and engaging tourism narratives. Social media platforms such as Instagram, TikTok, and YouTube play central roles in disseminating tourism messages and encouraging participatory audience interaction through user-generated content. The study also identifies several challenges, including communication coordination differences, varying stakeholder objectives, and rapid digital media changes requiring adaptive communication management. Overall, the research demonstrates that successful local tourism branding increasingly depends on collaborative communication ecosystems integrating institutional legitimacy, digital creativity, and participatory audience engagement. This study contributes to the development of strategic communication studies, particularly in digital tourism branding, collaborative governance, and participatory communication management.

Keywords


digital communication management, tourism branding, collaborative communication, influencers, creative communities, Surakarta

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DOI: http://dx.doi.org/10.52155/ijpsat.v58.2.8257

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