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All Journal International Journal of Evaluation and Research in Education (IJERE) Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat MetaCommunication; Journal Of Communication Studies Communicare : Journal of Communication Studies Warta Ikatan Sarjana Komunikasi Indonesia Journal of Servite Journal of Research on Business and Tourism
Janette Maria Pinariya
Communication Study In Postgraduate Programme, Institut Komunikasi Dan Bisnis LSPR Sudirman Park, Jl. KH. Mas Mansyur Kav. No. 35 Jakarta 10220 - Indonesia
Arts Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Cultural Ambassadorship in the Digital Age: Storytelling Sustainable Tourism through Social Media Wulan Yulianti; Janette Maria Pinariya; Salsabila Tiara Saputri; Dhita Widya Putri
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Vol. 11 No. 1 (2026): June 2026 - Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/rb6hjd18

Abstract

Tourism communication increasingly relies on digital platforms to promote sustainability and cultural identity. Beauty pageant titleholders, often positioned as cultural ambassadors, play a unique role in this process. This study explores how cultural ambassadors construct narratives of sustainable tourism through their social media presence. Using a qualitative approach, the research relies on in-depth interviews with selected pageant representatives to understand their experiences, strategies, and intentions in employing digital storytelling. Findings reveal that titleholders utilize social media not only to showcase destinations but also to embed messages of cultural preservation, environmental responsibility, and community empowerment. Social media platforms become extensions of their ambassadorship, allowing them to frame personal stories and advocacy in ways that engage diverse audiences. The study concludes that digital storytelling, as practiced by cultural ambassadors, bridges individual identity and collective responsibility in tourism communication. This contributes to a deeper understanding of how personal narratives intersect with sustainability discourses in the digital era.
Co-Authors Aldila Maharani Sutjipto Alfiona Harwinda Carelyn Josephine Dalilah Adani Dhita Widya Putri Diandra Forceila Fiona Suwana Ghina Dintya Maulidianty Lystia Ivana Mary Lemona Mursal Boer Rapikah Harnum Rina Tanti Astik Putri Salsabila Tiara Saputri Wulan Yulianti Yulianti, Wulan Yunia, Anita