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All Journal MANDAR: Management Development and Applied Research Journal JURNAL ILMIAH GLOBAL EDUCATION Jurnal Manarang Manajemen dan Bisnis Efficient: Indonesian Journal of Development Economics
Rahmat Ghazali
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : JURNAL ILMIAH GLOBAL EDUCATION

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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 Anwar, Nursyam Arham Arham, Arham B, Nurmila Basir, Badirun Dian Rahmayanti Rivai Erwin Futri Ayu Wulandari Haeruddin Hafid Hamsyah Harun Intan, Sari Irawati Irawati Irawati Magfirah Mahfud Radi Muh. Faisalrahmat Muhaimin Muhammad Alwi Hapri Muhammad Fauzan Muhammad Ramli Supu Muhammad Shaleh Muhammad Shaleh Z MUHAMMAD YUSUF Mujirin M. Yamin Nur Ariyandani Nur Qamariah Riana Anggraeny Ridwan Rivai, Dian Rahmayanti Sumarsih Wahyu Maulid Adha Wulandari, Futri Ayu