
Model Komunikasi Digital Pariwisata Berbasis Integrated Marketing Communication dalam menciptakan Ketahanan Pangan Masyarakat Lokal
Abstract
Penelitian ini bertujuan mengeksplorasi peran komunikasi digital, khususnya melalui media sosial, dalam mempromosikan pariwisata di Kabupaten Lebak, Banten, serta dampaknya terhadap ketahanan pangan masyarakat lokal. Pendekatan penelitian yang digunakan adalah kualitatif dengan desain studi kasus, melibatkan wawancara mendalam dengan berbagai pemangku kepentingan, termasuk pelaku usaha, produsen pangan lokal, pemerintah daerah. Data dianalisis menggunakan perangkat lunak Nvivo 14 untuk mengidentifikasi tema-tema utama yang relevan dengan tujuan penelitian. Hasil penelitian menunjukkan, media sosial seperti Instagram dan TikTok, sangat efektif dalam menarik perhatian wisatawan dan memperkuat citra destinasi. Selain itu, penggunaan strategi komunikasi digital berbasis Integrated Marketing Communication terbukti berkontribusi signifikan terhadap ketahanan pangan dengan memperluas pasar bagi produsen pangan lokal. Maka, penting kolaborasi antara pemerintah daerah, pelaku usaha, dan masyarakat lokal dalam memanfaatkan komunikasi digital untuk mendukung pariwisata dan ketahanan pangan yang berkelanjutan.
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DOI: https://doi.org/10.25008/wartaiski.v7i2.304
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