<![CDATA[Background: Umbul Brintik is a community-managed wellness tourism destination operated by a Village-Owned Enterprise (BUMDes) in Klaten, Central Java. It is known for its distinctive high-pH natural spring water, which is associated with health treatments, while competing with conventional recreational water parks. Purpose: This study examines the marketing communication strategies adopted by BUMDes management to strengthen destination brand awareness. Methods: This qualitative study employed a multi-source single-case design based on Yin’s case study framework. Data were collected through field observations, document analysis, and interviews with BUMDes managers, local therapists, health academic partners, and senior visitors. The analysis was guided by Kotler and Keller’s STP model, the eight components of the integrated marketing communication mix, and Aaker’s Brand Awareness Pyramid. Results: The findings show that word-of-mouth communication, experiential engagement, particularly supervised aquatic exercises, and community outreach are the primary communication strategies. These approaches are relevant because wellness tourism relies heavily on credence attributes that require social endorsement and experiential validation. The strategies have enabled Umbul Brintik to achieve brand recall among elderly and health-conscious consumers, although top-of-mind awareness has not yet been achieved, partly due to limited structured digital marketing. Conclusion: Brand awareness in community-based wellness tourism is strengthened through the alignment of niche positioning, interpersonal trust, experiential validation, and institutional credibility. Implications: Theoretically, this study proposes a Trust-Based Niche Marketing Communication Model for credence-based tourism offerings. Practically, it provides a framework for resource-constrained BUMDes to combine interpersonal credibility with gradual digital marketing development without replacing the trust-based communication that supports niche positioning.]]>
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