Digital Narratives and Community Engagement: How Grassroots Marketing Shapes Rural Tourism

Wiwin Hartanto (Department of Asia-Pacific Regional Studies, College of Humanities and Social Sciences, National Dong Hwa University, Taiwan)
Markus Porsche Ludwig (Department of Public Administration, College of Humanities and Social Sciences, National Dong Hwa University, Taiwan)

Heritage: Journal of Social Studies
Vol. 6 No. 2 (2025): Heritage: Journal of Social Studies

This study explores the influence of grassroots marketing on the promotion and growth of community-based tourism (CBT) in Banyuwangi Regency, Indonesia. Using a qualitative approach, the research investigates how digital narratives created by social media influencers, community organizations, and local tourism stakeholders shape tourist perceptions and engagement with rural tourism experiences. Data were collected through in-depth interviews with visitors and community tourism managers, as well as content analysis of social media posts and community-generated promotional materials. The findings reveal that grassroots marketing significantly contributes to tourists' interest in authentic, community-led tourism experiences while also influencing visitor behaviors towards more sustainable and responsible practices. The study highlights the importance of co-creating digital content with local communities to ensure authenticity and equitable benefits.