<![CDATA[Developments in information technology and social media have transformed the way tourism destinations are recognized and promoted. Tourists' digital activities, such as uploading photos, videos, and reviews on various platforms, play a crucial role in increasing destination awareness and image. This is also true for tourism at the Lok Baintan floating market. Optimizing digital power is crucial to strengthening the floating market's presence and appeal as a unique tourist destination. This study aims to analyze the digital tourism communication model in increasing tourism awareness at the Lok Baintan Floating Market. A descriptive qualitative method with a constructivist paradigm was applied in this study. The resulting digital tourism communication model is based on the AISAS (Attention, Interest, Search, Action, Share) concept, which is expected to provide input and advance tourism at the Lok Baintan Floating Market.]]>
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