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All Journal Horizon: Indonesian Journal of Multidisciplinary
Johannes
University of Jambi
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Analysis of the Digital Literacy Model of the Muarajambi Compound Temple in Increasing Cultural Tourism Promotion on Social Media Fatya Kariadna; Johannes; Logi Mulawarman
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 4 (2026): HORIZON: Indonesian Journal of Multidisciplinary (In-Press)
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i4.6656

Abstract

This study aims to analyze the community's digital literacy model and formulate strategies for utilizing social media to enhance cultural tourism promotion in the Muarajambi Temple area. The study used a descriptive qualitative approach, involving community members who manage cultural tourism activities as informants. Data were collected through in-depth interviews, observation, and documentation, then analyzed using the Miles and Huberman interactive model, which includes data reduction, data presentation, and drawing and verifying conclusions. The results show that the community's digital literacy has developed in the aspects of information retrieval, hypertextual navigation, content evaluation, and knowledge management. However, these competencies are still self-taught, resulting in social media management that has not been carried out in a planned, consistent, and sustainable manner. This condition causes digital promotion to focus more on disseminating basic information, thus failing to encourage tourists to make a decision to visit. Analysis using the AIDDA model shows that the promotional strategy implemented is still dominant at the awareness and interest stages, while the desire, decision, and action stages have not been optimized. Therefore, strengthening human resource capacity, developing a systematic content strategy, and sustainable social media management are needed to make cultural tourism promotion in the Muarajambi Temple area more effective in increasing destination attractiveness and increasing tourist visits
Pilgrim Tourist Service Practices Muara Jambi Compound Temple Dian Sari; Johannes; Raja Sharah Fatricia
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 4 (2026): HORIZON: Indonesian Journal of Multidisciplinary (In-Press)
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i4.6659

Abstract

This study aims to analyze the service practices of pilgrim tourists at Muarajambi Temple, a heritage-based pilgrim tourism destination. The study used a qualitative approach with a case study design to gain an in-depth understanding of the service practices applied to pilgrim tourists. Research informants were selected purposively, consisting of area managers, tourism operators, religious leaders, and pilgrim tourists. Data were collected through in-depth interviews, field observations, and documentation, then analyzed using the Miles and Huberman interactive model, which includes data reduction, data presentation, and conclusion drawing. The results show that pilgrim tourist services have accommodated the basic needs of visitors by providing physical facilities, spiritual information, and assistance in carrying out religious rituals. These service practices form three main patterns: informative services, assistance services, and facilitative services. Analysis based on the 4A concept shows that the attraction is the main strength of the area because it has high historical, cultural, and spiritual value. However, aspects of accessibility, amenities, and supporting services still require strengthening, especially in service integration, provision of facilities appropriate to pilgrims' needs, and coordination between stakeholders. These findings confirm that the development of a more structured service system is an important factor in improving the quality of the tourist experience while supporting the sustainability of cultural heritage-based religious tourism
Co-Authors Dian Sari Fatya Kariadna Logi Mulawarman Raja Sharah Fatricia