<![CDATA[The development of community-based tourism has encouraged tourism villages to create authentic and sustainable identities. Community participation plays a crucial role in advancing tourism villages, as active engagement strengthens their competitiveness and enhances their value as leading tourism destinations. Pentingsari Tourism Village was chosen as a case study because it is one of the most successful model tourism villages, recognized both nationally and internationally. This study aims to analyze the branding strategies of Pentingsari Tourism Village through community communication and to identify its response to trends in cultural immersion and wellness tourism. This study employs a qualitative approach using the case study method and collects data through interviews. The findings indicate that Pentingsari’s branding strategy is built on four main aspects: homestay branding and community hospitality, internal communication, participatory governance, and external communication. Live-in programs, direct interaction with residents, and a culture of cooperation serve as the core identity that strengthens the destination’s image. The response to the cultural immersion trend is realized through cultural experiences that actively involve tourists in community life. Meanwhile, wellness tourism is developed by leveraging the natural environment to support tourists’ relaxation and well-being (physical, mental, and spiritual) while considering the unique characteristics of each tourism village. Community communication plays a crucial role in building an authentic, sustainable tourism village brand that remains relevant to the ever-evolving global tourism trends.]]>
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