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All Journal JCES (Journal of Character Education Society) Jurnal Ilmiah Telaah JISIP: Jurnal Ilmu Sosial dan Pendidikan Abdi Masyarakat Jurnal Pedagogi dan Pembelajaran Samvada: Jurnal Riset Komunikasi, Media, dan Public Relation INTAN CENDEKIA: JURNAL PENGABDIAN MASYARAKAT
I Made Suyasa, I Made
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Religion Arts Humanities Computer Science & IT Education Energy Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Peranan Cerita Rakyat Dalam Mempromosikan Daya Tarik Wisata Melalui Storytelling Suyasa, I Made; Anggratyas, Putu Arya Reksa
Samvada : Jurnal Riset Komunikasi, Media, dan Public Relations Vol 4 No 2 (2025): Vol 4 No 2 (2025): Samvada November 2025
Publisher : IAHN Gde Pudja Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53977/jsv.v4i2.3305

Abstract

This study aims to analyze the strategic role of folklore as an instrument in promoting tourism destinations through storytelling approaches within the framework of Cultural Tourism Communication. Tourism destinations are increasingly selling not merely natural beauty or infrastructure, but also profound "experiences" and "meanings," where folklore serves as the soul of a place. This research employs a qualitative method with a literature review approach, collecting data from secondary sources including books, journal articles, and scholarly publications related to cultural tourism, folklore, and communication. The analysis applies Cultural Tourism Communication theory, which emphasizes the exchange of meanings and cultural values between tourists and local communities. This theoretical framework is reinforced by the concept of storytelling as an effective communication medium for transmitting values. Folklore is not viewed as a passive narrative, but as a "living culture" revitalized through performances by tour guides or digital media, thereby creating emotional connections and profound experiential tourism for visitors. Findings indicate that integrating folklore through storytelling plays a crucial role in: (1) destination differentiation, distinguishing destinations through unique cultural narratives; (2) cultural preservation, reviving nearly extinct oral traditions; (3) enhancing tourism experiences by adding layers of meaning and context to tourist attractions; and (4) destination branding, shaping authentic and distinctive perceptions. This study concludes that folklore-based storytelling constitutes a powerful cultural tourism communication strategy. It functions not only as a promotional tool, but also as a bridge connecting the past with the present, tourists with local communities, while preserving intangible cultural heritage for sustainable tourism development.
Co-Authors Akhmad Akhmad Arrahman, Rudi Bilal, Arpan Islami Darmurtika, Linda Ayu Habiburrahman Habiburrahman, Habiburrahman Halus Mandala Ihsan, Baiq Yuliatin Iskandar Iskandar Kusmiati Kusmiati Milandari, Baiq Desi Niswariyana, Ahyati Kurniamala Noor, Moch Nurmiwati, Nurmiwati NURWAHIDAH NURWAHIDAH Putu Arya Reksa Anggratyas Rezkillah, Inang Irma Sintayana Muhardini Siti Lamusiah, Siti Sugiantiningsih, Anak Agung Putu Untari, Titin Waluyan, Roby Mandalika Wirantini, Ni Ayu Kadek Wirantini, Ni Kadek Ayu Yasa, I Gede Putu