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All Journal E-Journal Home Economic and Tourism Jurnal Pariwisata Pesona Media Wisata Jurnal Ilmiah Universitas Batanghari Jambi Jurnal Pengabdian Masyarakat AbdiMas Satwika : Kajian Ilmu Budaya dan Perubahan Sosial Jurnal Hospitality dan Pariwisata Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat Jurnal Manajemen Perhotelan dan Pariwisata Jurnal Kajian Pariwisata dan Bisnis Perhotelan Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management JURNAL ILMIAH GLOBAL EDUCATION Journal of Research on Business and Tourism Jurnal Pariwisata Nusantara CONSEN: Indonesian Journal of Community Services and Engagement DEVOTE: Jurnal Pengabdian Masyarakat Global Jurnal Pariwisata PaRAMA : Panorama, Recreation, Accomodation, Merchandise, Accessbility
Berutu, Feronika
Universitas Bunda Mulia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Social Sciences Transportation Other

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Tourism Communication in the Njuah-Njuah Festival: Building Cultural Identity and Local Tourism Appeal Feronika Berutu; Virgitta Septyana; Josephine Valerie Adijaja
Jurnal Pariwisata Nusantara (JUWITA) Vol. 5 No. 2 (2026): Jurnal Pariwisata Nusantara
Publisher : PROGRAM STUDI PARIWISATA SYARAH, FAKULTAS EKONOMI DAN BISNIS ISLAM, UNIVERSITAS ISLAM NEGERI MATARAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/juwita.v5i2.15772

Abstract

Purpose: This study aims to analyze tourism communication in the Njuah-Njuah Festival as a process of cultural representation that contributes to the identity construction of the Pakpak Tribe and supports nation branding of Dairi Regency through destination image development. Method: This research employs a descriptive qualitative approach. Data were collected through interviews, observation, and documentation involving local government officials, Member of the Festival Organizing Committee, traditional leaders, tourists and Local SME Owner/Business Practitioner. Data analysis was conducted using thematic analysis, including data reduction, data display, and conclusion drawing, while data validity was ensured through source triangulation. Result: The findings show that the Njuah-Njuah Festival functions as a symbolic communication medium in which cultural narratives, symbols, rituals, and performances convey collective meanings, ancestral values, and local identity. The festival serves as a communicative space where cultural messages are encoded and performed through verbal and nonverbal interactions. From a Community Based Tourism perspective, local communities act as key actors in the communication and preservation of cultural values. However, tourism communication strategies are still not optimal, particularly in the utilization of digital media and the packaging of cultural narratives. Contribution: This study highlights that cultural festivals are not only tourism attractions but also communication processes that shape authenticity, identity, and destination branding. The findings imply the importance of strengthening cultural policy, enhancing digital storytelling strategies, and improving cross-sector collaboration to support sustainable and competitive cultural tourism development
Co-Authors Adijaja, Josephine Valerie Agustine, Laurent Audi, Vanessa Callista Teja Chintana Angelita Dewi Dewi, Chintana Angelita Dhanka, Randy Eren Rivabelle Graciella Natasha Hamidati, Anis Haninda Puspa, Margaret Levana Husna, Rifdatul Josephine Valerie Adijaja Kasmita Kasmita Ketthy, Abel Tatia Lim, Elsye Maqdalena, Candy Margaret Levana Haninda Puspa Natasha, Graciella Peng, Bryan Rachel Winata Randy Dhanka Ritonga, Roozana Maria Ritongan, Roozana Maria Rivabelle, Eren Roberto, Ronald Ronald Roberto Roozana Maria Ritonga Septyana, Virgitta Sofiani Sofiani, Sofiani Supina, Supina Vanessa Audi Veronica Winata, Rachel Yuliana Yuliana