GOVERNMENT DIGITAL PUBLIC RELATIONS MODEL IN TOURISM-BASED EVENTS IN SUMENEP REGENCY
Model Hubungan Masyarakat Digital Pemerintah dalam Acara Berbasis Pariwisata di Kabupaten Sumenep
DOI:
https://doi.org/10.31947/aiccon2025.v1i2.47735Keywords:
Tourism Events, Digital Public Relations, Government Public RelationsAbstract
Events as instruments for tourism development have become a growing trend in various regions, including Sumenep Regency, which is considered one of the most strategic areas in Madura for advancing the tourism sector. With its advantageous geographical conditions and relatively high public awareness of tourism, the Sumenep Regency Government consistently launches an annual event calendar focused on top tourist destinations such as beaches, mangrove forests, and islands. This condition demands government public relations (PR) practitioners to be increasingly adaptive to digital PR approaches, which serve as key strategies in planning and ensuring the success of tourism-based events. This study aims to: first, formulate an effective digital PR model to optimize tourism-based events; second, analyze the implementation of digital PR practices by stakeholders in Sumenep Regency. The research employs a qualitative method with a constructivist paradigm, using quick ethnography techniques, field observations, in-depth interviews, and limited focus group discussions. Informants were selected from government agencies, public relations practitioners, tourism associations, and tourists. The results show that the Sumenep Regency Government adopts three public relations communication models: Press Agentry, Public Information, and Two-Way Symmetric. Digital PR is carried out through the use of social media platforms such as Instagram, YouTube, and TikTok, as well as the official tourism website. A pentahelix collaboration between the government, community, academia, media, and the private sector has successfully increased public engagement and promotional effectiveness. The government also tailors digital content to match Generation Z preferences by producing short visual content (snackable content). This model demonstrates a successful adaptation to digital technology in supporting tourism promotion while also generating positive local economic impact.
References
Adenuga, D. (2025). The intersection of public relations and digital media: A new paradigm. IOSR Journal of Business and Management, 27(2), 22–29. https://doi.org/10.9790/487X-2702022229
Ambarwati, D., Hidayat, R., & Putri, A. S. (2023). Smart tourism development based on mobile application through pentahelix collaboration in Lampung. Proceedings of the International Conference on Economics, Business and Entrepreneurship (ICEBE). https://doi.org/10.2991/icebe-22.2023.1
Awaloedin, P. T., Pradini, G. P., Azhar, A., & Andini, D. A. (2024). The use of storytelling in digital tourism public relations. International Journal of Emerging Markets in Business and International Studies, 4(1), 419–430. https://cvodis.com/ijembis/article/view/370
Camacho-Ruiz, J., Delgado-González, J. M., & Ortiz, M. J. (2024). Automatic event classification for smart tourism applications using AI-based models. arXiv preprint. https://arxiv.org/abs/2410.19741
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Dinnie, K., Carr, M., & Papadopoulos, N. (2021). Co-creation and stakeholder engagement in place branding: The role of the pentahelix model. Place Branding and Public Diplomacy, 17(2), 91–102. https://doi.org/10.1057/s41254-020-00179-w
Hasan, A. (Ed.). (2024). Digital transformation and innovation in tourism events. Springer. https://doi.org/10.1007/978-3-031-54158-1
Ki, E. J., & Ye, L. (2012). The mechanism by which internal communication influences employees’ reactions to organizational change. Journal of Public Relations Research, 24(1), 1–25. https://doi.org/10.1080/1062726X.2012.626130
Li, X., & Gretzel, U. (2023). Digital marketing in tourism: A framework for building destination appeal through media engagement. Annals of Tourism Research, 96, 103532. https://doi.org/10.1016/j.annals.2023.103532
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications.
Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). SAGE Publications.
Novianti, E., Supriyadi, D., & Hidayat, R. (2020). Media sosial sebagai sarana komunikasi organisasi pemerintah. Jurnal Ilmu Komunikasi, 18(2), 127–138. https://doi.org/10.24002/jik.v18i2.3602
Nur’aeni, D., Azzahra, F. M., & Kurniawati, T. (2024). Motivation of tourists in producing user-generated content: A study on citizen journalism. Jurnal Komunikasi Universitas Tarumanagara, 15(1), 51–66. https://journal.untar.ac.id/index.php/komunikasi/article/view/26365
Palaniswamy, N. (2021). Social media marketing: A strategic tool for tourism companies. arXiv preprint. https://arxiv.org/abs/2107.03895
Pradini, G. P., Awaloedin, P. T., & Andini, D. A. (2024). Implementing social media in tourism public relations: SWOT analysis. International Journal of Emerging Markets in Business and International Studies, 4(1), 212–220. https://cvodis.com/ijembis/article/view/370
Rahadi, R. A., & Abdillah, M. R. (2013). The role of government in public-private partnership for tourism development in Indonesia. Jurnal Manajemen dan Kewirausahaan, 15(2), 145–154. https://doi.org/10.9744/jmk.15.2.145-154
Ritchie, J. R. B., & Crouch, G. I. (2003). The competitive destination: A sustainable tourism perspective. CABI Publishing.
Sari, A. R. (2024). Multi-sector collaboration for sustainable tourism in Lombok. Visioner: Jurnal Pemerintahan Daerah di Indonesia, 16(3), 44–56. https://doi.org/10.54783/jv.v16i3.1262
Smith, J. A. (2020). Gen Z media habits and the future of digital storytelling. Media Trends Quarterly, 8(2), 77–89.
Stikosa–AWS. (2025). Enhancing tourism promotion through digital public relations: A case study. Spektrum Journal, 6(1), 88–97. https://journal.stikosa-aws.ac.id/index.php/spektrum/article/view/890
Walid, Y. B., Widodo, S., Mubarok, J., & Jannah, N. (2025). Pentahelix stakeholder collaboration: Tetebatu Nature Fest 2024. Journal of Management, Entrepreneurship and Tourism, 3(1), 177–187. https://doi.org/10.61277/jmet.v3i1.186
