Communication Strategies for Sustainable Community-Based Tourism in Sumenep, Indonesia

Abstract

Sustainable tourism has become an important development paradigm in many regions with diverse natural and cultural tourism resources. Beyond economic growth, sustainable tourism emphasizes environmental conservation, socio-cultural preservation, and community participation in tourism governance. In this context, communication plays a strategic role in shaping destination identity, facilitating stakeholder collaboration, and encouraging community engagement in tourism development. This study examines the role of communication strategies in community-based tourism as an approach to sustainable tourism development in Sumenep Regency, Indonesia. Sumenep possesses significant tourism potential, including coastal tourism, island tourism, cultural heritage tourism, and religious tourism, which collectively contribute to regional tourism development. However, the development of these tourism resources often faces challenges related to limited promotion, uneven stakeholder coordination, and insufficient community participation in tourism communication processes. Using a qualitative literature review approach with thematic analysis, this study explores the relationship between sustainable tourism principles, community-based tourism, and tourism communication. The analysis indicates that communication strategies in community-based tourism emphasize participatory communication, local identity representation, and collaborative engagement among government, tourism stakeholders, and local communities. These communication practices contribute to strengthening tourism governance, improving destination visibility, and supporting sustainable tourism development at the regional level. This study highlights the importance of integrating communication strategies with community participation in tourism development and provides a conceptual contribution to tourism communication studies, particularly in the context of emerging regional tourism destinations.