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All Journal Public Health of Indonesia Martabe : Jurnal Pengabdian Kepada Masyarakat JESI (Jurnal Ekonomi Syariah Indonesia) MANDAR: Management Development and Applied Research Journal Jurnal Akuntansi dan Keuangan JURNAL ILMIAH GLOBAL EDUCATION Economics and Business Journal
Rivai, Dian Rahmayanti
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Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : JURNAL ILMIAH GLOBAL EDUCATION

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Social Media and Influencer Marketing Strategies in Building Sustainable Tourism Awareness in the Coastal Region of West Sulawesi Rahmat, Rahmat Ghazali; Ariyandani, Nur; Wulandari, Futri Ayu; Irawati, Irawati; Rivai, Dian Rahmayanti
Jurnal Ilmiah Global Education Vol. 6 No. 4 (2025): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v6i4.4665

Abstract

This study aims to analyze social media and influencer marketing strategies in building sustainable tourism awareness in the coastal areas of West Sulawesi. This research uses a qualitative case study method. The research location is West Sulawesi Province. Research informants consisted of the tourism office, tourist destination managers, tourists, and local influencers. A purposive sampling technique was used to determine informants based on certain criteria. Data were collected through in-depth interviews with informants, direct field observations, and documentation. Data were analyzed using thematic analysis with the help of NVivo software. To ensure data validity, source triangulation techniques were used. The results show that social media plays a primary promotional tool capable of shaping perceptions and increasing tourist engagement in sustainable tourism awareness. Meanwhile, influencers have proven effective in conveying sustainability messages through educational content and are able to positively influence tourist behavior. This study also revealed that community involvement is still strong in aspects of destination management, but not optimal in digital promotion. Furthermore, challenges were identified in terms of facility readiness and coordination between stakeholders. This emphasizes the importance of strategic collaboration between the government, the community, and digital actors to realize sustainable tourism awareness.
Measuring the Effectiveness of Promotion Strategies in Enhancing the Distinctiveness of Mamasa Cultural Tourism: Optimization of E-WOM and Digital Media Rivai, Dian Rahmayanti; Irawati, Irawati; Wulandari, Futri Ayu; Nur Ariyandani; Rahmat Ghazali
Jurnal Ilmiah Global Education Vol. 7 No. 1 (2026): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v7i1.4839

Abstract

This study aims to evaluate the effectiveness of digital promotion strategies in enhancing the cultural distinctiveness of Mamasa as a tourism destination. It specifically examines the role of digital media and electronic word-of-mouth (EWOM) in shaping tourists’ perceptions of cultural uniqueness. Using a qualitative approach with transcendental phenomenology, data were obtained through in depth interviews, digital ethnography, and documentation involving local tourism officials, destination managers, and tourists. Thematic analysis using NVivo 14 was applied within the EPIC (Empathy, Persuasion, Impact, Communication) framework. The results revealed six dominant themes: emotionally resonant local content enhances empathy; persuasive storytelling strengthens engagement; authentic digital narratives influence visitation intention; limited interactivity reduces communication effectiveness; strong perception of cultural distinctiveness heightens interest; and E-WOM amplifies credibility and promotional reach. The study concludes that effective cultural tourism promotion requires authentic, emotionally engaging, and participatory digital strategies supported by active two way communication. Strengthening collaboration between local governments, tourism managers, and communities is essential to optimize the strategic potential of digital media and E-WOM in reinforcing Mamasa’s cultural identity and tourism appeal.
Co-Authors Ariyandani, Nur GHAZALI, RAHMAT Irawati Irawati Irawati Irawati, Irawati Lusia Salmawati Muhammad fauzan Muhammad Ryman Napirah Nur Ariyandani NUR FITRIANI Pageno, Arie Mahardika Rahmat Ghazali Rahmat, Rahmat Ghazali Wuandari, Futri Ayu Wulandari, Futri Ayu