Interpreting Wayang Orang Ngesti Pandowo for Generation Z through Tourism Communication

Abstract

Wayang Orang Ngesti Pandowo is an important form of Javanese intangible cultural heritage that contributes to the cultural identity of Semarang, yet currently faces serious sustainability challenges due to declining audiences and limited engagement from younger generations. This study examines how tourism communication can support the promotion of Wayang Orang Ngesti Pandowo and enhance its visibility, relevance, and sustainability as a heritage-based cultural tourism attraction in an urban and digital media context. Adopting a qualitative case study design, data were collected through in-depth interviews with performers, managers, government officials, and young audiences, complemented by participant observation at regular stage performances and public events, as well as analysis of promotional materials and social media content. Thematic analysis was conducted using three analytical lenses: heritage interpretation, sustainable tourism communication, and co-creation of experiences. The findings reveal a persistent gap between the strong symbolic and cultural value of Wayang Orang Ngesti Pandowo and the relatively weak interpretation practices on stage and in digital channels, which limits the ability of Generation Z audiences to understand and relate to the messages conveyed. Multi-stakeholder collaboration among the group, government, universities, and communities exists but remains fragmented and event-based rather than guided by an integrated, long-term communication strategy. At the same time, Generation Z audiences express high aesthetic appreciation but are not yet facilitated as active co-creators of heritage experiences. The study proposes conceptual directions for strengthening interpretive practices, designing more strategic multi-stakeholder communication frameworks, and developing digital-based co-creation spaces to enhance the visibility, relevance, and sustainability of Wayang Orang Ngesti Pandowo as a cultural tourism attraction in Semarang.