Perspektif Hukum Hak Kekayaan Intelektual terhadap Desain Komunikasi Visual dalam Promosi Pariwisata Digital

Savitri, Putu Kania Candra
Wilantari, Ni Nyoman Ayu

Satya Dharma: Jurnal Ilmu Hukum
Vol 9 No 1 (2026): Satya Dharma: Jurnal Ilmu Hukum

Advances in information and communication technology have driven a major transformation in the tourism industry, particularly in the way tourist destinations are promoted, which has now shifted to digital media. Social media platforms such as Instagram, TikTok, and YouTube have become the primary means of building the image and brand of tourist destinations through the use of visual communication design. Visuals based on photography, videography, infographics, and visual storytelling play a crucial role in influencing tourists’ perceptions of and interest in a destination. However, the growth of digital tourism promotion has also raised various legal and ethical issues, such as copyright infringement, the unauthorized use of visual content, the manipulation of destination visuals, and the exploitation of local culture for commercial gain. This study aims to analyze the legal and ethical aspects of visual communication design in digital tourism promotion. The study employs a qualitative method using a literature review approach, examining various scientific journals, academic books, legal regulations, and prior research related to visual communication design, tourism communication, digital media ethics, and digital promotion law. The analysis is conducted using a descriptive-analytical approach through the stages of literature collection, theme classification, data reduction, interpretation, and drawing conclusions. The results indicate that visual communication design plays a strategic role in building the identity and image of tourist destinations in the digital era; however, its application must consider legal and ethical aspects of communication. Regulations such as the Copyright Law and the Information and Electronic Transactions Law (IET Law) serve as crucial instruments in providing legal protection for visual works and digital promotional activities. Furthermore, visual communication ethics are necessary to prevent information manipulation, exploitation of local culture, and the dissemination of misleading tourism content. This study emphasizes that digital tourism promotion must be conducted creatively, ethically, and responsibly while respecting copyright, local culture, and the principles of honest and sustainable communication.