Construction of Sustainable Tourism Image through Digital Narrative on the Website of Penglipuran Tourism Village, Bali

Abstract

The development of sustainable tourism increasingly depends on digital communication to construct destination image and disseminate environmental, cultural, and social values. Tourism village websites function as official communication platforms that present narratives reflecting sustainability principles. However, studies examining how digital narratives construct sustainable tourism image in Indonesian tourism village websites remain limited. This study aims to analyze the construction of sustainable tourism image through digital narratives presented on the official website of Penglipuran Tourism Village, Bali, an internationally recognized sustainable tourism destination. This research employs a qualitative approach using narrative analysis to examine storytelling structures, symbolic meanings, and sustainability messages embedded in website content. Data were collected from textual narratives, visual descriptions, and promotional storytelling published on the official Penglipuran Tourism Village website. The analysis focuses on how cultural heritage preservation, environmental sustainability, and community participation are narratively framed to shape tourism identity and destination branding. The novelty of this study lies in its focus on digital narrative construction within official tourism village websites as strategic communication tools for sustainable tourism promotion. The findings are expected to demonstrate that digital storytelling not only serves as promotional content but also plays a significant role in shaping public understanding of sustainability values. This study contributes to tourism communication scholarship and provides practical insights for tourism stakeholders in designing effective digital communication strategies that support sustainable tourism development.