Sustainability Communication and Crisis Management in Post-Pandemic Tourism Recovery Case Study of Desa Wisata Alam Endah, Bandung Regency

Abstract

The COVID-19 pandemic severely disrupted global tourism systems, prompting destinations to adopt recovery strategies centered on resilience and sustainability. This study examines how sustainability is constructed and communicated in Desa Wisata Alam Endah as part of Bandung Regency’s post-pandemic tourism recovery strategy within a crisis communication framework. Using a qualitative case study approach, the research applies framing analysis to policy documents, promotional materials, digital media content, and semi-structured interviews with tourism officials and local entrepreneurs.The findings reveal that sustainability is predominantly framed as resilience, innovation, and economic regeneration, particularly through community-based tourism initiatives. These narratives function strategically to rebuild destination image, restore visitor confidence, and support local economic revitalization. However, the study identifies a partial gap between sustainability communication and measurable environmental accountability, including limited performance indicators and the absence of systematic reporting mechanisms, raising potential greenwashing concerns.The study concludes that sustainability communication plays a critical mediating role in tourism recovery, but its long-term credibility depends on consistent alignment between discourse, governance practices, and measurable outcomes. Strengthening transparency, participatory governance, and evidence-based reporting is essential to enhance trust and support resilient and responsible tourism development in post-pandemic contexts