Integrated CSR Communication Strategy for Post-Mining Tourism Development: The Case of PT Bukit Asam and Tanjung Enim Tourism City

Abstract

Post-mining regions frequently face economic decline and social disruption after resource extraction activities diminish, creating an urgent need for sustainable development alternatives. In this context, tourism development has emerged as a strategic pathway for regional transformation, particularly when supported by corporate social responsibility (CSR) initiatives from mining companies operating in the area. This study investigates how an integrated CSR communication strategy contributes to the development of post-mining tourism in Tanjung Enim, Indonesia, through the CSR programs of PT Bukit Asam Tbk. The research employs a qualitative case study approach, drawing on in-depth interviews with key stakeholders, analysis of corporate and policy documents, and field observations of tourism-related CSR initiatives. The findings reveal that the company’s CSR communication is structured through a multi-layered integration process that aligns corporate objectives with regional tourism development. The strategy is built upon five interrelated components: strategic foundation, communication architecture, forms of integration, organizational embedding, and hierarchy of realization. At the strategic level, CSR communication positions tourism as a central narrative of post-mining transformation while aligning corporate and regional development agendas. At the operational level, stakeholder mapping, message hierarchy, and coordinated communication channels enable consistent engagement with communities, government institutions, and tourism actors. The integration of communication content, visual identity, and timing further strengthens coherence across initiatives, supported by organizational coordination mechanisms and decision-making structures. The study proposes an integrated CSR communication framework that demonstrates how corporate communication can function as a strategic instrument for facilitating sustainable post-mining tourism development while strengthening collaboration between corporations, local communities, and regional stakeholders.