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Communication Strategy In Local Wisdom Development Towards Creative Economy of Coffee Village in Lampung
Abstract
Local wisdom is an important asset in developing creative economy-based tourism villages. This research examines the communication strategy for creating local wisdom towards the creative economy in Kampung Kopi, Rigis Jaya Village, West Lampung, which combines the potential of coffee and local culture into a tourist destination. Qualitative research methods with a case study approach were used through interviews, observations, and document analysis. The results show that the communication strategy includes marketing, stakeholder communication, community participation, and education. The participatory approach is the key to success, as it involves the community in managing the tourism village. The conclusion states that local wisdom-based communication strategies can increase tourist attractiveness, strengthen cultural identity, and support the creative economy. This research serves as a reference for the development of other tourist villages in Indonesia.
Keywords
References
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DOI: http://dx.doi.org/10.24042/komunika.v7i2.26096
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