KOMUNIKASI PARIWISATA DI ERA DIGITAL

Abstract

Digital transformation has greatly influenced communication patterns in the tourism industry. Social media, websites, and other digital platforms are now the main means of conveying information, promoting destinations, and building an attractive tourism image. Communication is no longer one-way, but has developed into an interactive dialog between tourism actors and tourists. Travelers now play an active role as content producers, shaping public perception through reviews, photos and videos. This dynamic creates a more complex, responsive and participation-based communication ecosystem. Therefore, managing digital tourism communication requires adaptive, creative and technology-based strategies. This research aims to explore how tourism communication is transforming and impacting in the digital era.

The research was conducted using a qualitative approach with literature study and digital content analysis methods, focusing on communication strategies on various online platforms. The results show that digital communication makes it easier to promote destinations widely and in real-time, and allows personalization of messages according to audience characteristics. Interactions on social media also increase tourists' emotional engagement with the promoted destination. However, challenges such as false information, image crisis, and platform algorithms still need to be anticipated. The findings demonstrate the importance of strategically utilizing communication technology in sustainable tourism development. This study provides theoretical and practical contributions for tourism industry players in crafting effective digital communication strategies. Strong communication in the digital era is the main key in improving the competitiveness and reputation of tourist destinations.