Strategic Communication Management for Local Administrative Organizations to Promote Community-Based Tourism

Abstract

Community-based tourism serves as a crucial tool for economic and social development, with local administrative organizations serving as primary drivers. The success of tourism promotion is often constrained by communication challenges, including a lack of strategic planning, fragmented communication efforts, and the inability to foster genuine community participation. Although numerous case studies exist, a significant gap remains in synthesizing this knowledge into a practical, applicable framework. This academic article, therefore, aims to synthesize knowledge from relevant concepts and research to propose a strategic communication management framework for promoting community-based tourism. The synthesis focuses on 3 core themes: the concept of community-based tourism, the roles and challenges of these organizations, and strategic communication theories. The proposed framework consists of a 4 step process: situational analysis, strategic planning, implementation, and evaluation. This framework is intended to offer practical benefits for executives and practitioners in developing communication strategies to enhance awareness and foster the sustainable development of community-based tourism.