<![CDATA[Dayun Tourism Village in Siak Regency has natural, cultural, and historical tourism potential, but community participation in its management is uneven. Involvement is more visible in technical activities, while participation in planning, decision-making, and evaluation remains limited. This study analyzes the persuasive communication of the Tourism Awareness Group (Pokdarwis) in increasing community participation. A descriptive qualitative approach with an interpretive paradigm was used. Data were collected through non-participant observation, semi-structured interviews, and documentation involving nine informants, analyzed with the Miles and Huberman interactive model, and checked through source and technique triangulation. The Elaboration Likelihood Model (ELM) was used to interpret message processing through central and peripheral routes. The findings show that Pokdarwis builds credibility through experience, competence, certification, and institutional ties with the village government, and attractiveness through social proximity. Messages are delivered in everyday language and reinforced by tangible evidence such as facilities, social media, and tourism activities. Community responses differ according to experience, motivation, occupation, perceived benefits, and self-confidence. Participation is stronger in technical implementation than in planning and evaluation. Persuasive communication contributes to community involvement, but broader and more sustained participation requires adaptive communication and clearer opportunities for involvement. Keywords: persuasive communication, Pokdarwis, community participation, tourism village, Elaboration Likelihood Model.]]>
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