Strategic Communication in Sustainable Tourism Governance: A Policy Analysis of Tangerang Regency, Indonesia

Abstract

Rapid urban transformation in peri-metropolitan regions presents complex governance challenges for sustainable tourism development. This study examines how strategic communication is institutionalized within the tourism governance framework of Tangerang Regency, Indonesia, through an analysis of Regional Regulation No. 2 of 2024 on Tourism Administration. Adopting a qualitative descriptive policy analysis approach, this research systematically analyzes regulatory provisions related to institutional authority, tourism information systems, promotional structures, and village-based tourism development. The study focuses on how communication-related mechanisms are formally embedded within the regulatory architecture rather than evaluating implementation outcomes. The findings reveal that strategic communication is structurally embedded through three primary mechanisms: (1) a clearly defined governance hierarchy that enables institutional coordination, (2) a mandatory digital tourism information system that supports transparency and data-driven governance, and (3) institutionalized promotional and participatory structures, including a Regional Tourism Promotion Board and village-based tourism provisions. These elements indicate that communication functions not merely as a promotional tool but as a governance-supporting infrastructure. However, the sustainability discourse within the regulation is predominantly framed in terms of economic development and regional competitiveness, while environmental and participatory dimensions remain complementary. This suggests that although communication is formally institutionalized, its transformative role in advancing sustainability remains limited. This study contributes to the literature by positioning strategic communication as a policy-embedded coordination mechanism within sustainable tourism governance in an emerging metropolitan context. It also highlights the need for future research to examine the gap between regulatory design and practical implementation in rapidly transforming regions.