COMMUNICATION MANAGEMENT OF THE BANJARMASIN CITY RIVER TOURISM COMMUNICATIONS IN DIGITAL ERA
(1) Malaysian University of Technology (UTM)
(2) Kalimantan Islamic University (UNISKA) Muhammad Arsyad Al Banjari Banjarmasin
(3) Lambung Mangkurat University (ULM) Banjarmasin
(4) Kalimantan Islamic University (UNISKA) Muhammad Arsyad Al Banjari Banjarmasin
(5) Kalimantan Islamic University (UNISKA) Muhammad Arsyad Al Banjari Banjarmasin
(6) Cahaya Bangsa University (UCB) Banjarmasin
(7) Cahaya Bangsa University (UCB) Banjarmasin
(*) Corresponding Author
Sari
Communication management is an important element in the development of the tourism industry, including in the context of riverside tourism. This study aims to analyze communication management practices and strategies in riverside tourism in the city of Banjarmasin. This study uses a descriptive-analytical approach by collecting data through interviews with stakeholders related to riverside tourism in the city of Banjarmasin. Several aspects studied include communication planning, audience identification, communication media, communication messages, and communication evaluation. The results of the study indicate that communication management in tourism along the river in Banjarmasin City still needs to be improved. Integrated and directed communication planning is the key in achieving the desired tourism goals. Clear identification of the audience and deep understanding of their preferences and needs is important for designing effective messages. Various communication media are used, including traditional media and digital media. However, there are still challenges in optimally utilizing social media and online platforms to promote riverside tourism in the City of Banjarmasin. The use of interesting visual and narrative content can increase the attractiveness of a tourism destination. Continuous communication evaluation is needed to measure the effectiveness of the communication strategy that has been implemented. Feedback from tourists and local people can be a valuable input for improving and optimizing future communication efforts. This study provides insight into communication management in tourism along the river in Banjarmasin City. The findings and recommendations from this study can be used as a guide for the government, tourism actors and local communities in increasing the effectiveness of communication and advancing riverside tourism as a superior product in the City of Banjarmasin.
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DOI: http://dx.doi.org/10.31602/.v0i0.12992
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