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All Journal Heritage: Journal of Social Studies
Markus Porsche Ludwig
Department of Public Administration, College of Humanities and Social Sciences, National Dong Hwa University, Taiwan

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Digital Narratives and Community Engagement: How Grassroots Marketing Shapes Rural Tourism Wiwin Hartanto; Markus Porsche Ludwig
Heritage Vol. 6 No. 2 (2025): Heritage: Journal of Social Studies
Publisher : Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35719/hrtg.v6i2.191

Abstract

This study explores the influence of grassroots marketing on the promotion and growth of community-based tourism (CBT) in Banyuwangi Regency, Indonesia. Using a qualitative approach, the research investigates how digital narratives created by social media influencers, community organizations, and local tourism stakeholders shape tourist perceptions and engagement with rural tourism experiences. Data were collected through in-depth interviews with visitors and community tourism managers, as well as content analysis of social media posts and community-generated promotional materials. The findings reveal that grassroots marketing significantly contributes to tourists' interest in authentic, community-led tourism experiences while also influencing visitor behaviors towards more sustainable and responsible practices. The study highlights the importance of co-creating digital content with local communities to ensure authenticity and equitable benefits.
Co-Authors Wiwin Hartanto