Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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All Journal Journal of Accounting, Management and Economics Research
Johannes Johannes
Faculty of Economics and Business, Jambi University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Community-Based Digital Literacy in Cultural Tourism Promotion: A Case Study of The Muarajambi Temple Community on Social Media Fatya Kariadna; Johannes Johannes; Logi Mulawarman
Journal of Accounting, Management, and Economics Research (JAMER) Vol 5 No 1 (2026): JULI 2026
Publisher : Lembaga Penelitian Universitas YARSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33476/jamer.v5i1.448

Abstract

This study examines how communities in the Muarajambi Temple area develop and apply digital literacy in promoting cultural tourism through social media. Despite growing adoption of digital platforms, community promotional practices remain inconsistent and largely undirected. Using a descriptive qualitative approach, data were collected through in-depth interviews, observation, and documentation involving eight informants from six local communities. Analysis followed the interactive model of Miles and Huberman, with digital literacy assessed through the framework of Chodijah et al. (2022), encompassing internet searching, hypertextual navigation, content evaluation, and knowledge assembly. Findings reveal that community digital literacy has developed as a self-directed, adaptive, and experience-based collective practice. Communities utilize Instagram, TikTok, and websites through documentary, informative, and educational content patterns, yet face persistent challenges including inconsistent posting, limited devices, and the absence of strategic content planning. A critical gap was identified between stated practices and field observations, suggesting that interview statements partly reflect community aspirations rather than established behavioral routines. Strengthening community-based digital literacy through sustained training, internal accountability structures, and multi-stakeholder collaboration is key to building effective, innovative, and sustainable cultural tourism promotion
Pilgrim Tourist Service Practices at Muarajambi Temple Dian Anita Sari; Johannes Johannes; Raja Sharah Fatricia
Journal of Accounting, Management, and Economics Research (JAMER) Vol 5 No 1 (2026): JULI 2026
Publisher : Lembaga Penelitian Universitas YARSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33476/jamer.v5i1.449

Abstract

This study analyzes service practices for pilgrim tourists in the Muaro Jambi Temple area as a cultural heritage-based religious tourism destination. A qualitative approach was employed, using interviews, observation, and documentation. Data were analyzed through the Miles and Huberman Model alongside the 4A framework: attraction, accessibility, amenities, and ancillary services. The findings indicate that service practices have been implemented relatively well, supported by three main patterns: informative, mentoring, and facilitative. The area’s primary attraction lies in its historical and spiritual significance as a former center of Buddhist learning. Accessibility is generally adequate, although internal circulation requires improvement. Basic amenities are available but have not fully supported the spiritual needs of pilgrims. Ancillary services remain largely community-based and lack institutional integration. The study also identifies a pattern of devotional loyalty among the global Buddhist community, reflected in repeat visitation driven by strong spiritual attachment. Strengthening spiritually oriented services and integrated management is therefore essential for sustainable pilgrim tourism development. These findings contribute to a service quality framework tailored to heritage-based religious tourism contexts.
Co-Authors Dian Anita Sari Fatya Kariadna Logi Mulawarman Raja Sharah Fatricia