p–ISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 5, No. 11, November 2024 http://jist.publikasiindonesia.id/
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5321
Digital Integrated Marketing Communications Strategies in
Building Local Cultural Image for Achieving Tourism
Sustainability: The Role of Local Community Involvement
Lintang Cahya Rahmat Kinasih1*, Muhammad Sufyan Abdurrahman2
Universitas Telkom, Indonesia
Email: [email protected]
*Correspondence
ABSTRACT
Keywords: DIMC
strategies, local cultural
image, local community
involvement, tourism
sustainability.
This study explores the impact of Digital Integrated
Marketing Communications (DIMC) strategies and local
cultural image promotion on tourism sustainability, with a
focus on local community involvement as a moderating
factor. The primary objective is to understand how effective
digital marketing and cultural promotion contribute to
sustainable tourism practices and how community
engagement enhances these effects. A quantitative research
design was employed, utilizing Structural Equation
Modeling (SEM) for data analysis. Data were collected from
200 respondents, including tourists and stakeholders at
cultural tourism destinations, using a structured
questionnaire with a 1-5 Likert scale to measure DIMC
strategies, cultural image promotion, tourism sustainability,
and community involvement. The study finds that both
DIMC strategies and the promotion of local cultural image
positively impact tourism sustainability. Furthermore, local
community involvement significantly moderates these
relationships, enhancing the effectiveness of marketing and
cultural promotion efforts in supporting sustainable tourism.
This research contributes to the theoretical understanding of
the interplay between digital marketing, cultural promotion,
and sustainability by highlighting the crucial role of
community involvement. Practically, it underscores the need
for tourism managers to integrate local perspectives into
their marketing strategies and cultural promotion efforts to
achieve more sustainable outcomes. The study provides
valuable insights for enhancing the effectiveness of tourism
marketing and promoting cultural heritage while supporting
sustainable tourism development.
Introduction
In the era of rapid globalization and digitalization, tourism marketing has
undergone a massive transformation (Imamov & Semenikhina, 2021). Digital Integrated
Marketing Communications (DIMC) has become a key approach in promoting tourist
Vol. 5, No. 11, November 2024 http://jist.publikasiindonesia.id/
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5321
Digital Integrated Marketing Communications Strategies in
Building Local Cultural Image for Achieving Tourism
Sustainability: The Role of Local Community Involvement
Lintang Cahya Rahmat Kinasih1*, Muhammad Sufyan Abdurrahman2
Universitas Telkom, Indonesia
Email: [email protected]
*Correspondence
ABSTRACT
Keywords: DIMC
strategies, local cultural
image, local community
involvement, tourism
sustainability.
This study explores the impact of Digital Integrated
Marketing Communications (DIMC) strategies and local
cultural image promotion on tourism sustainability, with a
focus on local community involvement as a moderating
factor. The primary objective is to understand how effective
digital marketing and cultural promotion contribute to
sustainable tourism practices and how community
engagement enhances these effects. A quantitative research
design was employed, utilizing Structural Equation
Modeling (SEM) for data analysis. Data were collected from
200 respondents, including tourists and stakeholders at
cultural tourism destinations, using a structured
questionnaire with a 1-5 Likert scale to measure DIMC
strategies, cultural image promotion, tourism sustainability,
and community involvement. The study finds that both
DIMC strategies and the promotion of local cultural image
positively impact tourism sustainability. Furthermore, local
community involvement significantly moderates these
relationships, enhancing the effectiveness of marketing and
cultural promotion efforts in supporting sustainable tourism.
This research contributes to the theoretical understanding of
the interplay between digital marketing, cultural promotion,
and sustainability by highlighting the crucial role of
community involvement. Practically, it underscores the need
for tourism managers to integrate local perspectives into
their marketing strategies and cultural promotion efforts to
achieve more sustainable outcomes. The study provides
valuable insights for enhancing the effectiveness of tourism
marketing and promoting cultural heritage while supporting
sustainable tourism development.
Introduction
In the era of rapid globalization and digitalization, tourism marketing has
undergone a massive transformation (Imamov & Semenikhina, 2021). Digital Integrated
Marketing Communications (DIMC) has become a key approach in promoting tourist
Lintang Cahya Rahmat Kinasih, Muhammad Sufyan Abdurrahman
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5322
destinations by leveraging various digital platforms in an integrated and consistent
manner (Balasubramanian, Kunasekaran, Konar, & Sakkthivel, 2022). The use of DIMC
allows tourist destinations to deliver cohesive and coordinated messages to a wider
audience, while also building a strong and attractive brand image (Bassano et al., 2019).
However, achieving sustainability in tourism requires not only effective marketing
strategies but also an approach sensitive to the cultural and social aspects of the tourist
destination. (Budeanu, Miller, Moscardo, & Ooi, 2016). Local cultural image is a highly
valuable asset in tourism promotion, as it can provide a unique and attractive identity for
the destination. (Manhas, Manrai, & Manrai, 2016). Therefore, promotion highlighting
local cultural elements—such as traditions, arts, and cuisine—can enhance the appeal of
the destination and enrich the tourist experience. (Baratta, Bonfanti, Cucci, & Simeoni,
2022).
Tourism sustainability encompasses the ability to manage economic, social, and
environmental impacts in a balanced way. (Edgell Sr, 2019). A successful tourist
destination can attract visitors while preserving and maintaining its cultural and
environmental values. (Vuković, 2022). In this context, local community involvement
plays a crucial role. Communities actively engaged in the development and promotion of
tourism can not only improve service quality and tourist experience but also ensure that
the benefits of tourism are distributed fairly and sustainably. (Streimikiene, Svagzdiene,
Jasinskas, & Simanavicius, 2021).
Recent research suggests that digitally integrated marketing communications (IMC)
strategies can have both positive and negative impacts on tourism sustainability. Digital
marketing can effectively influence tourist behavior and drive engagement. (Chamboko-
Mpotaringa & Tichaawa, 2023);(Sudrajat, 2024), its sustainability implications are
complex. Digital technologies, including social media and data analytics, can enhance
marketing communication and improve tourist experiences (Rosário et al., 2021).
However, the rapid pace of technological change requires constant adaptation of
strategies, potentially challenging long-term sustainability (Chamboko-Mpotaringa &
Tichaawa, 2023). The tourism industry must balance the benefits of digital marketing
with the need for sustainable and responsible practices (Karakaş & Ağca, 2023). To
achieve this balance, businesses should focus on developing sustainable digital marketing
strategies that align with changing consumer expectations and environmental concerns.
(Sudrajat, 2024). Further research is needed to fully understand the long-term impacts of
digital IMC on tourism sustainability.
This study aims to explore how digitally integrated Marketing Communications
strategies can be applied to build a local cultural image and how these efforts can support
tourism sustainability. By focusing on cultural tourism destinations as a case study, this
research will identify effective ways to use DIMC to promote local cultural elements and
examine how local community involvement can moderate the relationship between
DIMC strategies and tourism sustainability. Through this research, it is hoped that a
deeper understanding of the integration of digital marketing strategies with local cultural
promotion and its impact on tourism sustainability will be achieved. The findings are
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5322
destinations by leveraging various digital platforms in an integrated and consistent
manner (Balasubramanian, Kunasekaran, Konar, & Sakkthivel, 2022). The use of DIMC
allows tourist destinations to deliver cohesive and coordinated messages to a wider
audience, while also building a strong and attractive brand image (Bassano et al., 2019).
However, achieving sustainability in tourism requires not only effective marketing
strategies but also an approach sensitive to the cultural and social aspects of the tourist
destination. (Budeanu, Miller, Moscardo, & Ooi, 2016). Local cultural image is a highly
valuable asset in tourism promotion, as it can provide a unique and attractive identity for
the destination. (Manhas, Manrai, & Manrai, 2016). Therefore, promotion highlighting
local cultural elements—such as traditions, arts, and cuisine—can enhance the appeal of
the destination and enrich the tourist experience. (Baratta, Bonfanti, Cucci, & Simeoni,
2022).
Tourism sustainability encompasses the ability to manage economic, social, and
environmental impacts in a balanced way. (Edgell Sr, 2019). A successful tourist
destination can attract visitors while preserving and maintaining its cultural and
environmental values. (Vuković, 2022). In this context, local community involvement
plays a crucial role. Communities actively engaged in the development and promotion of
tourism can not only improve service quality and tourist experience but also ensure that
the benefits of tourism are distributed fairly and sustainably. (Streimikiene, Svagzdiene,
Jasinskas, & Simanavicius, 2021).
Recent research suggests that digitally integrated marketing communications (IMC)
strategies can have both positive and negative impacts on tourism sustainability. Digital
marketing can effectively influence tourist behavior and drive engagement. (Chamboko-
Mpotaringa & Tichaawa, 2023);(Sudrajat, 2024), its sustainability implications are
complex. Digital technologies, including social media and data analytics, can enhance
marketing communication and improve tourist experiences (Rosário et al., 2021).
However, the rapid pace of technological change requires constant adaptation of
strategies, potentially challenging long-term sustainability (Chamboko-Mpotaringa &
Tichaawa, 2023). The tourism industry must balance the benefits of digital marketing
with the need for sustainable and responsible practices (Karakaş & Ağca, 2023). To
achieve this balance, businesses should focus on developing sustainable digital marketing
strategies that align with changing consumer expectations and environmental concerns.
(Sudrajat, 2024). Further research is needed to fully understand the long-term impacts of
digital IMC on tourism sustainability.
This study aims to explore how digitally integrated Marketing Communications
strategies can be applied to build a local cultural image and how these efforts can support
tourism sustainability. By focusing on cultural tourism destinations as a case study, this
research will identify effective ways to use DIMC to promote local cultural elements and
examine how local community involvement can moderate the relationship between
DIMC strategies and tourism sustainability. Through this research, it is hoped that a
deeper understanding of the integration of digital marketing strategies with local cultural
promotion and its impact on tourism sustainability will be achieved. The findings are
Digital Integrated Marketing Communications Strategies in Building Local Cultural Image for
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5323
expected to provide valuable insights for destination managers, marketers, and other
stakeholders in designing holistic and sustainable strategies for the future of tourism.
Method
This study employs a quantitative research design utilizing Structural Equation
Modeling (SEM) to explore the impact of Digital Integrated Marketing Communications
(DIMC) strategies and the promotion of local cultural image on tourism sustainability,
with local community involvement as a moderating variable. SEM is chosen for its ability
to simultaneously assess multiple relationships among variables and test theoretical
models with both latent and observed variables. The study will focus on collecting data
from tourists and stakeholders involved in cultural tourism destinations using a structured
questionnaire with a 1-5 Likert scale to measure DIMC strategies, local cultural image
promotion, tourism sustainability, and local community involvement.
A stratified random sampling technique was used to select a sample of
approximately 300 respondents, including 100 tourists and 100 stakeholders in Serang
Regency. This approach ensures that different segments of the population are adequately
represented. Data will be collected through both online surveys and in-person
questionnaires distributed at cultural tourism sites. The survey instrument will include
validated scales using a 1-5 Likert scale to assess the following constructs:
1. DIMC Strategies: Questions will evaluate the effectiveness and coordination of digital
marketing efforts adopted by (Manser Payne, Peltier, & Barger, 2017).
2. Local Cultural Image Promotion: Questions will measure the emphasis on promoting
local cultural elements adopted by (Mele, Kerkhof, & Cantoni, 2021)
3. Tourism Sustainability: Questions will gauge perceptions of economic, environmental,
and social sustainability practices adopted by Asmelash & Kumar (2019).
4. Local Community Involvement: Questions will assess the level of community
engagement in tourism activities adopted by (Kia, 2021).
Once data collection is complete, it will be analyzed using SEM software namely
Smart PLS. The analysis will involve two main components: the measurement model and
the structural model. The measurement model will assess the validity and reliability of
the constructs, while the structural model will evaluate the direct and indirect effects of
DIMC strategies and local cultural image promotion on tourism sustainability, with local
community involvement serving as a moderator. Model fit will be assessed using indices
Chi-Square.
The results will be interpreted to understand the relationships among the variables
and the moderating effect of local community involvement. Findings will be reported
with path diagrams and statistical outputs, providing insights into how DIMC strategies
and local cultural image promotion influence tourism sustainability. The study will also
discuss implications for tourism practice and theory, highlighting the role of community
involvement in achieving sustainable tourism outcomes. Limitations of the study, such as
potential biases and generalizability issues, will be acknowledged to provide a
comprehensive view of the research findings.
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5323
expected to provide valuable insights for destination managers, marketers, and other
stakeholders in designing holistic and sustainable strategies for the future of tourism.
Method
This study employs a quantitative research design utilizing Structural Equation
Modeling (SEM) to explore the impact of Digital Integrated Marketing Communications
(DIMC) strategies and the promotion of local cultural image on tourism sustainability,
with local community involvement as a moderating variable. SEM is chosen for its ability
to simultaneously assess multiple relationships among variables and test theoretical
models with both latent and observed variables. The study will focus on collecting data
from tourists and stakeholders involved in cultural tourism destinations using a structured
questionnaire with a 1-5 Likert scale to measure DIMC strategies, local cultural image
promotion, tourism sustainability, and local community involvement.
A stratified random sampling technique was used to select a sample of
approximately 300 respondents, including 100 tourists and 100 stakeholders in Serang
Regency. This approach ensures that different segments of the population are adequately
represented. Data will be collected through both online surveys and in-person
questionnaires distributed at cultural tourism sites. The survey instrument will include
validated scales using a 1-5 Likert scale to assess the following constructs:
1. DIMC Strategies: Questions will evaluate the effectiveness and coordination of digital
marketing efforts adopted by (Manser Payne, Peltier, & Barger, 2017).
2. Local Cultural Image Promotion: Questions will measure the emphasis on promoting
local cultural elements adopted by (Mele, Kerkhof, & Cantoni, 2021)
3. Tourism Sustainability: Questions will gauge perceptions of economic, environmental,
and social sustainability practices adopted by Asmelash & Kumar (2019).
4. Local Community Involvement: Questions will assess the level of community
engagement in tourism activities adopted by (Kia, 2021).
Once data collection is complete, it will be analyzed using SEM software namely
Smart PLS. The analysis will involve two main components: the measurement model and
the structural model. The measurement model will assess the validity and reliability of
the constructs, while the structural model will evaluate the direct and indirect effects of
DIMC strategies and local cultural image promotion on tourism sustainability, with local
community involvement serving as a moderator. Model fit will be assessed using indices
Chi-Square.
The results will be interpreted to understand the relationships among the variables
and the moderating effect of local community involvement. Findings will be reported
with path diagrams and statistical outputs, providing insights into how DIMC strategies
and local cultural image promotion influence tourism sustainability. The study will also
discuss implications for tourism practice and theory, highlighting the role of community
involvement in achieving sustainable tourism outcomes. Limitations of the study, such as
potential biases and generalizability issues, will be acknowledged to provide a
comprehensive view of the research findings.
Lintang Cahya Rahmat Kinasih, Muhammad Sufyan Abdurrahman
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5324
Results and Discussion
Validity and Reliability
The confirmatory factor analysis presented in Table 2 demonstrates robust
psychometric properties for all constructs in the study. For DIMC Strategies, the
indicators show high outer loadings (0.908 to 0.934) and strong reliability with a
Cronbach's Alpha of 0.970 and a Composite Reliability (CR) of 0.975, alongside an
Average Variance Extracted (AVE) of 0.849, indicating excellent convergent validity.
The Local Cultural Image construct also exhibits high outer loadings (0.840 to 0.955) and
strong internal consistency with a Cronbach's Alpha of 0.956 and a CR of 0.963,
supported by an AVE of 0.789. Local Community Involvement is measured reliably with
outer loadings ranging from 0.844 to 0.941, a Cronbach's Alpha of 0.969, and a CR of
0.974, with an AVE of 0.844. Finally, Tourism Sustainability shows good psychometric
properties with outer loadings between 0.729 and 0.925, a Cronbach's Alpha of 0.940, a
CR of 0.944, and an AVE of 0.737. Overall, these results confirm that the measurement
model is both reliable and valid, ensuring that the constructs are effectively captured and
measured.
Table 1
Confirmatory Factor Analysis
Const
ruct
Items Indicators Outer
Loadin
g
Cronbach
's Alpha
rho_A CR AVE
DIMC
Strateg
ies
DIMC
S1
Our digital
marketing
campaigns
deliver a
consistent
message
across all
platforms
0.908 0.970 0.971 0.975 0.84
9
DIMC
S2
Our various
digital
platforms
work
together
cohesively
to promote
the
destination
0.927
DIMC
S3
Our use of
social
media is
effective in
increasing
the
destination'
s visibility
0.932
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5324
Results and Discussion
Validity and Reliability
The confirmatory factor analysis presented in Table 2 demonstrates robust
psychometric properties for all constructs in the study. For DIMC Strategies, the
indicators show high outer loadings (0.908 to 0.934) and strong reliability with a
Cronbach's Alpha of 0.970 and a Composite Reliability (CR) of 0.975, alongside an
Average Variance Extracted (AVE) of 0.849, indicating excellent convergent validity.
The Local Cultural Image construct also exhibits high outer loadings (0.840 to 0.955) and
strong internal consistency with a Cronbach's Alpha of 0.956 and a CR of 0.963,
supported by an AVE of 0.789. Local Community Involvement is measured reliably with
outer loadings ranging from 0.844 to 0.941, a Cronbach's Alpha of 0.969, and a CR of
0.974, with an AVE of 0.844. Finally, Tourism Sustainability shows good psychometric
properties with outer loadings between 0.729 and 0.925, a Cronbach's Alpha of 0.940, a
CR of 0.944, and an AVE of 0.737. Overall, these results confirm that the measurement
model is both reliable and valid, ensuring that the constructs are effectively captured and
measured.
Table 1
Confirmatory Factor Analysis
Const
ruct
Items Indicators Outer
Loadin
g
Cronbach
's Alpha
rho_A CR AVE
DIMC
Strateg
ies
DIMC
S1
Our digital
marketing
campaigns
deliver a
consistent
message
across all
platforms
0.908 0.970 0.971 0.975 0.84
9
DIMC
S2
Our various
digital
platforms
work
together
cohesively
to promote
the
destination
0.927
DIMC
S3
Our use of
social
media is
effective in
increasing
the
destination'
s visibility
0.932
Digital Integrated Marketing Communications Strategies in Building Local Cultural Image for
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5325
DIMC
S4
The content
published
across
digital
channels is
well-
integrated
and
supports
our
marketing
goals
0.926
DIMC
S5
We actively
respond to
audience
feedback
on digital
platforms
0.913
DIMC
S6
The digital
content we
create is of
high quality
and
engaging
for our
target
audience
0.934
DIMC
S7
We
regularly
analyze the
performanc
e of our
digital
strategies
and make
necessary
adjustments
to enhance
effectivene
ss
0.910
Local
Cultur
al
Image
LCIM
1
Marketing
materials
effectively
highlight
local
traditions
and
customs
0.840 0.956 0.970 0.963 0.78
9
LCIM
2
Our
promotiona
l efforts
showcase
0.928
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5325
DIMC
S4
The content
published
across
digital
channels is
well-
integrated
and
supports
our
marketing
goals
0.926
DIMC
S5
We actively
respond to
audience
feedback
on digital
platforms
0.913
DIMC
S6
The digital
content we
create is of
high quality
and
engaging
for our
target
audience
0.934
DIMC
S7
We
regularly
analyze the
performanc
e of our
digital
strategies
and make
necessary
adjustments
to enhance
effectivene
ss
0.910
Local
Cultur
al
Image
LCIM
1
Marketing
materials
effectively
highlight
local
traditions
and
customs
0.840 0.956 0.970 0.963 0.78
9
LCIM
2
Our
promotiona
l efforts
showcase
0.928
Lintang Cahya Rahmat Kinasih, Muhammad Sufyan Abdurrahman
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5326
local arts
and crafts
as key
attractions
LCIM
3
We
promote
local
cuisine as a
significant
part of the
cultural
experience
0.936
LCIM
4
Cultural
festivals
and events
are
prominentl
y featured
in our
marketing
campaigns
0.920
LCIM
5
Our
marketing
accurately
represents
the
authentic
culture of
the
destination
0.955
LCIM
6
Historical
landmarks
are a focal
point in our
promotiona
l activities
0.905
LCIM
7
Local
communitie
s are
involved in
the
promotion
of their
cultural
heritage
0.944
Local
Comm
unity
Involv
ement
LCIN1 Local
communitie
s are
actively
involved in
decision-
making
0.844 0.969 0.978 0.974 0.84
4
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5326
local arts
and crafts
as key
attractions
LCIM
3
We
promote
local
cuisine as a
significant
part of the
cultural
experience
0.936
LCIM
4
Cultural
festivals
and events
are
prominentl
y featured
in our
marketing
campaigns
0.920
LCIM
5
Our
marketing
accurately
represents
the
authentic
culture of
the
destination
0.955
LCIM
6
Historical
landmarks
are a focal
point in our
promotiona
l activities
0.905
LCIM
7
Local
communitie
s are
involved in
the
promotion
of their
cultural
heritage
0.944
Local
Comm
unity
Involv
ement
LCIN1 Local
communitie
s are
actively
involved in
decision-
making
0.844 0.969 0.978 0.974 0.84
4
Digital Integrated Marketing Communications Strategies in Building Local Cultural Image for
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5327
processes
related to
tourism
developme
nt
LCIN2 Tourism
activities
provide
employmen
t
opportuniti
es for
residents
0.890
LCIN3 There is
significant
local
ownership
of tourism-
related
businesses
and
enterprises
0.941
LCIN4 There are
community
-based
tourism
initiatives
that involve
residents in
providing
services
and
experiences
to tourists
0.904
LCIN5 Tourism
activities
encourage
cultural
exchange
and
interaction
between
locals and
visitors
0.918
LCIN6 There are
programs in
place for
training and
capacity
building of
local
communitie
0.845
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5327
processes
related to
tourism
developme
nt
LCIN2 Tourism
activities
provide
employmen
t
opportuniti
es for
residents
0.890
LCIN3 There is
significant
local
ownership
of tourism-
related
businesses
and
enterprises
0.941
LCIN4 There are
community
-based
tourism
initiatives
that involve
residents in
providing
services
and
experiences
to tourists
0.904
LCIN5 Tourism
activities
encourage
cultural
exchange
and
interaction
between
locals and
visitors
0.918
LCIN6 There are
programs in
place for
training and
capacity
building of
local
communitie
0.845
Lintang Cahya Rahmat Kinasih, Muhammad Sufyan Abdurrahman
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5328
s to
enhance
their
participatio
n in
tourism
LCIN7 The
benefits
from
tourism are
equitably
shared
among the
local
community,
ensuring
inclusive
growth
0.872
Touris
m
Sustai
nabilit
y
TS1 The
destination
implements
practices to
minimize
environmen
tal impact
0.894 0.940 0.944 0.951 0.73
7
TS2 Tourism
activities
contribute
positively
to the local
economy
and provide
employmen
t
opportuniti
es
0.851
TS3 Efforts are
made to
preserve
and protect
the cultural
heritage of
the
destination
0.925
TS4 There are
effective
waste
manageme
nt practices
in place to
reduce the
0.842
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5328
s to
enhance
their
participatio
n in
tourism
LCIN7 The
benefits
from
tourism are
equitably
shared
among the
local
community,
ensuring
inclusive
growth
0.872
Touris
m
Sustai
nabilit
y
TS1 The
destination
implements
practices to
minimize
environmen
tal impact
0.894 0.940 0.944 0.951 0.73
7
TS2 Tourism
activities
contribute
positively
to the local
economy
and provide
employmen
t
opportuniti
es
0.851
TS3 Efforts are
made to
preserve
and protect
the cultural
heritage of
the
destination
0.925
TS4 There are
effective
waste
manageme
nt practices
in place to
reduce the
0.842
Digital Integrated Marketing Communications Strategies in Building Local Cultural Image for
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5329
ecological
footprint
TS5 Tourists are
educated
about
sustainable
practices
and
responsible
tourism
behaviors
0.729
TS6 The
benefits of
tourism are
fairly
distributed
among the
local
community
0.887
TS7 Measures
are taken to
manage
visitor
numbers to
avoid
overcrowdi
ng and
overuse of
resources
0.869
Hypothesis Results
Table 3 and Figure 2 summarize hypotheses testing regarding the impact of various
factors on tourism sustainability (TS). The first hypothesis (H1) suggests a positive
influence of DIMC Strategies (DIMCS) on tourism sustainability, evidenced by an
original sample coefficient of 0.233, a T statistic of 3.230, and a P value of 0.001, leading
to its acceptance. Similarly, the second hypothesis (H2) indicates that Local Cultural
Image (LCIM) positively affects tourism sustainability, with an original sample
coefficient of 0.177, a T statistic of 2.825, and a P value of 0.005. The third hypothesis
(H3) explores the moderating role of Local Community Involvement (LCIN) in the
relationship between DIMC Strategies and tourism sustainability, showing a significant
moderating effect (coefficient of 0.190, T statistic of 3.174, P value of 0.002). Finally,
the fourth hypothesis (H4) assesses the moderating effect of Local Community
Involvement on the relationship between Local Cultural Image and tourism sustainability,
with a significant effect (coefficient of 0.169, T statistic of 3.052, P value of 0.002). These
results underscore the crucial role of DIMC Strategies, Local Cultural Image, and Local
Community Involvement in supporting tourism sustainability, with significant
moderating effects observed from community involvement.
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5329
ecological
footprint
TS5 Tourists are
educated
about
sustainable
practices
and
responsible
tourism
behaviors
0.729
TS6 The
benefits of
tourism are
fairly
distributed
among the
local
community
0.887
TS7 Measures
are taken to
manage
visitor
numbers to
avoid
overcrowdi
ng and
overuse of
resources
0.869
Hypothesis Results
Table 3 and Figure 2 summarize hypotheses testing regarding the impact of various
factors on tourism sustainability (TS). The first hypothesis (H1) suggests a positive
influence of DIMC Strategies (DIMCS) on tourism sustainability, evidenced by an
original sample coefficient of 0.233, a T statistic of 3.230, and a P value of 0.001, leading
to its acceptance. Similarly, the second hypothesis (H2) indicates that Local Cultural
Image (LCIM) positively affects tourism sustainability, with an original sample
coefficient of 0.177, a T statistic of 2.825, and a P value of 0.005. The third hypothesis
(H3) explores the moderating role of Local Community Involvement (LCIN) in the
relationship between DIMC Strategies and tourism sustainability, showing a significant
moderating effect (coefficient of 0.190, T statistic of 3.174, P value of 0.002). Finally,
the fourth hypothesis (H4) assesses the moderating effect of Local Community
Involvement on the relationship between Local Cultural Image and tourism sustainability,
with a significant effect (coefficient of 0.169, T statistic of 3.052, P value of 0.002). These
results underscore the crucial role of DIMC Strategies, Local Cultural Image, and Local
Community Involvement in supporting tourism sustainability, with significant
moderating effects observed from community involvement.
Lintang Cahya Rahmat Kinasih, Muhammad Sufyan Abdurrahman
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5330
Table 2
Hypothesis Results
Hypothesis Construct*) Origina
l
Sample
T
Statistics
P
Values
Result
H1 DIMCS-> TS 0.233 3.230 0.001 Accepted
H2 LCIM> TS 0.177 2.825 0.005 Accepted
H3 Moderating Effect
1=DIMCS*LCIN
-> TS
0.190 3.174 0.002 Accepted
H4 Moderating Effect
2=LCIM*LCIN -
> TS
0.169 3.052 0.002 Accepted
*) DIMCS=DIMC Strategies; LCIM=Local Cultural Image; LCIN=Local
Community Involvement; TS=Tourism Sustainability
Figure 1 Bootstrapping Result
DIMC strategies that have a positive impact on tourism sustainability have been
accepted based on the analysis results. It finding indicates that the implementation of
Digital Integrated Marketing Communications (DIMC) strategies positively influences
various dimensions of tourism sustainability, including economic, environmental, and
social aspects. The positive impact suggests that well-coordinated and effective digital
marketing efforts contribute to more sustainable tourism practices by enhancing
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5330
Table 2
Hypothesis Results
Hypothesis Construct*) Origina
l
Sample
T
Statistics
P
Values
Result
H1 DIMCS-> TS 0.233 3.230 0.001 Accepted
H2 LCIM> TS 0.177 2.825 0.005 Accepted
H3 Moderating Effect
1=DIMCS*LCIN
-> TS
0.190 3.174 0.002 Accepted
H4 Moderating Effect
2=LCIM*LCIN -
> TS
0.169 3.052 0.002 Accepted
*) DIMCS=DIMC Strategies; LCIM=Local Cultural Image; LCIN=Local
Community Involvement; TS=Tourism Sustainability
Figure 1 Bootstrapping Result
DIMC strategies that have a positive impact on tourism sustainability have been
accepted based on the analysis results. It finding indicates that the implementation of
Digital Integrated Marketing Communications (DIMC) strategies positively influences
various dimensions of tourism sustainability, including economic, environmental, and
social aspects. The positive impact suggests that well-coordinated and effective digital
marketing efforts contribute to more sustainable tourism practices by enhancing
Digital Integrated Marketing Communications Strategies in Building Local Cultural Image for
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5331
destination visibility, promoting responsible travel behaviors, and supporting local
economies.
The acceptance of H1 aligns with several studies that have explored the relationship
between digital marketing strategies and tourism sustainability. For instance, research by
(Kim, Whitford, & Arcodia, 2021) Highlights that integrated digital marketing
approaches can significantly enhance destination brand awareness and appeal, which, in
turn, supports sustainable tourism development. Their study found that destinations
employing comprehensive digital marketing strategies experienced increased tourist
engagement and positive perceptions of sustainability initiatives.
Similarly, Buhalis & Sinatra (2019) emphasize the role of digital marketing in
promoting sustainable tourism by providing platforms for destinations to communicate
their sustainability efforts effectively. Their research demonstrates that digital marketing
not only boosts the visibility of sustainability practices but also educates tourists about
responsible behaviors, thus fostering a more sustainable tourism environment.
Furthermore, Gretzel & Yoo (2008) found that effective digital marketing strategies
enhance the reputation of destinations by highlighting their commitment to sustainability.
This reputation improvement contributes to attracting tourists who are more likely to
engage in sustainable practices and support local communities, thus reinforcing the
positive impact of DIMC strategies on tourism sustainability. The acceptance of H1
supports the notion that DIMC strategies play a crucial role in advancing tourism
sustainability. The results are consistent with existing literature, which underscores the
effectiveness of digital marketing in promoting sustainable tourism practices and
enhancing the overall sustainability of tourist destinations.
The promotion of local cultural image has a positive impact on tourism
sustainability* has been confirmed by the analysis results. This indicates that efforts to
highlight and promote the unique cultural attributes of a destination positively affect
various aspects of tourism sustainability. The positive impact suggests that emphasizing
local cultural heritage and traditions contributes to the economic, environmental, and
social sustainability of tourism.
The acceptance of H2 is consistent with existing studies that underscore the
importance of cultural image promotion in achieving tourism sustainability. For example,
(Cheng & Chen, 2022) Argue that showcasing local culture not only enriches the tourist
experience but also promotes sustainable tourism by encouraging visitors to engage with
and appreciate the destination's cultural heritage. Their study found that destinations that
actively promote their cultural assets tend to foster a deeper connection with tourists,
which can lead to more sustainable tourism behaviors.
Additionally, Nocca (2017) emphasizes that cultural tourism, when managed
effectively, supports the preservation of cultural heritage while providing economic
benefits to local communities. Their research shows that promoting cultural image helps
maintain the authenticity of cultural sites and traditions, which is crucial for sustaining
both the cultural and environmental aspects of tourism. (Kim et al., 2021) further support
this view by highlighting that cultural tourism initiatives that focus on the preservation
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5331
destination visibility, promoting responsible travel behaviors, and supporting local
economies.
The acceptance of H1 aligns with several studies that have explored the relationship
between digital marketing strategies and tourism sustainability. For instance, research by
(Kim, Whitford, & Arcodia, 2021) Highlights that integrated digital marketing
approaches can significantly enhance destination brand awareness and appeal, which, in
turn, supports sustainable tourism development. Their study found that destinations
employing comprehensive digital marketing strategies experienced increased tourist
engagement and positive perceptions of sustainability initiatives.
Similarly, Buhalis & Sinatra (2019) emphasize the role of digital marketing in
promoting sustainable tourism by providing platforms for destinations to communicate
their sustainability efforts effectively. Their research demonstrates that digital marketing
not only boosts the visibility of sustainability practices but also educates tourists about
responsible behaviors, thus fostering a more sustainable tourism environment.
Furthermore, Gretzel & Yoo (2008) found that effective digital marketing strategies
enhance the reputation of destinations by highlighting their commitment to sustainability.
This reputation improvement contributes to attracting tourists who are more likely to
engage in sustainable practices and support local communities, thus reinforcing the
positive impact of DIMC strategies on tourism sustainability. The acceptance of H1
supports the notion that DIMC strategies play a crucial role in advancing tourism
sustainability. The results are consistent with existing literature, which underscores the
effectiveness of digital marketing in promoting sustainable tourism practices and
enhancing the overall sustainability of tourist destinations.
The promotion of local cultural image has a positive impact on tourism
sustainability* has been confirmed by the analysis results. This indicates that efforts to
highlight and promote the unique cultural attributes of a destination positively affect
various aspects of tourism sustainability. The positive impact suggests that emphasizing
local cultural heritage and traditions contributes to the economic, environmental, and
social sustainability of tourism.
The acceptance of H2 is consistent with existing studies that underscore the
importance of cultural image promotion in achieving tourism sustainability. For example,
(Cheng & Chen, 2022) Argue that showcasing local culture not only enriches the tourist
experience but also promotes sustainable tourism by encouraging visitors to engage with
and appreciate the destination's cultural heritage. Their study found that destinations that
actively promote their cultural assets tend to foster a deeper connection with tourists,
which can lead to more sustainable tourism behaviors.
Additionally, Nocca (2017) emphasizes that cultural tourism, when managed
effectively, supports the preservation of cultural heritage while providing economic
benefits to local communities. Their research shows that promoting cultural image helps
maintain the authenticity of cultural sites and traditions, which is crucial for sustaining
both the cultural and environmental aspects of tourism. (Kim et al., 2021) further support
this view by highlighting that cultural tourism initiatives that focus on the preservation
Lintang Cahya Rahmat Kinasih, Muhammad Sufyan Abdurrahman
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5332
and promotion of local culture can enhance community involvement and support. This,
in turn, contributes to a more sustainable tourism model by aligning economic benefits
with cultural preservation efforts.
Moreover, (Bilynets, Knezevic Cvelbar, & Dolnicar, 2023) Suggests that the
promotion of local cultural image can attract tourists who are more likely to respect and
support sustainability efforts. By highlighting the cultural uniqueness of a destination,
tourism marketing can foster a greater appreciation for and commitment to sustainable
practices among visitors.
In conclusion, the acceptance of H2 reinforces the idea that promoting the local
cultural image positively impacts tourism sustainability. The findings are in line with the
literature, which demonstrates that emphasizing cultural heritage not only enhances the
attractiveness of a destination but also supports sustainable tourism practices by
encouraging respectful and responsible tourist behavior.
Local community involvement moderates the relationship between DIMC
strategies and tourism sustainability has been confirmed. This means that the extent of
local community engagement significantly influences how DIMC strategies impact
tourism sustainability. Specifically, the positive effects of DIMC strategies on tourism
sustainability are enhanced when there is strong involvement of the local community.
Similarly, Local community involvement moderates the relationship between the
promotion of local cultural image and tourism sustainability has also been confirmed.
This indicates that the impact of promoting the local cultural image on tourism
sustainability is significantly influenced by the level of local community involvement.
Strong community engagement amplifies the positive effects of cultural image promotion
on sustainability.
The confirmation of H3 and H4 aligns with a growing body of research emphasizing
the critical role of local community involvement in enhancing the effectiveness of tourism
strategies. Previous research, such as (Zhang et al., 2020), highlights that local community
involvement can significantly enhance the outcomes of tourism marketing strategies.
Scheyvens (2012) argues that community engagement ensures that marketing strategies
are aligned with local values and needs, which can improve the sustainability of tourism
initiatives. When communities are actively involved, they provide valuable insights that
can make DIMC strategies more relevant and effective in promoting sustainable tourism
practices.
Research by (Dodds, Ali, & Galaski, 2018) supports the idea that local community
involvement is crucial for the success of cultural tourism initiatives. (Dodds et al., 2018)
study finds that community participation in cultural promotion helps to ensure that
cultural representations are authentic and respectful, which can enhance the sustainability
of tourism practices. Timothy further adds that when local communities are engaged in
promoting their cultural heritage, they are more likely to support and benefit from
sustainable tourism efforts, leading to a more balanced and effective promotion of cultural
image. Li et al. (2021) also emphasize the importance of community involvement in
moderating the relationship between cultural promotion and tourism sustainability. They
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5332
and promotion of local culture can enhance community involvement and support. This,
in turn, contributes to a more sustainable tourism model by aligning economic benefits
with cultural preservation efforts.
Moreover, (Bilynets, Knezevic Cvelbar, & Dolnicar, 2023) Suggests that the
promotion of local cultural image can attract tourists who are more likely to respect and
support sustainability efforts. By highlighting the cultural uniqueness of a destination,
tourism marketing can foster a greater appreciation for and commitment to sustainable
practices among visitors.
In conclusion, the acceptance of H2 reinforces the idea that promoting the local
cultural image positively impacts tourism sustainability. The findings are in line with the
literature, which demonstrates that emphasizing cultural heritage not only enhances the
attractiveness of a destination but also supports sustainable tourism practices by
encouraging respectful and responsible tourist behavior.
Local community involvement moderates the relationship between DIMC
strategies and tourism sustainability has been confirmed. This means that the extent of
local community engagement significantly influences how DIMC strategies impact
tourism sustainability. Specifically, the positive effects of DIMC strategies on tourism
sustainability are enhanced when there is strong involvement of the local community.
Similarly, Local community involvement moderates the relationship between the
promotion of local cultural image and tourism sustainability has also been confirmed.
This indicates that the impact of promoting the local cultural image on tourism
sustainability is significantly influenced by the level of local community involvement.
Strong community engagement amplifies the positive effects of cultural image promotion
on sustainability.
The confirmation of H3 and H4 aligns with a growing body of research emphasizing
the critical role of local community involvement in enhancing the effectiveness of tourism
strategies. Previous research, such as (Zhang et al., 2020), highlights that local community
involvement can significantly enhance the outcomes of tourism marketing strategies.
Scheyvens (2012) argues that community engagement ensures that marketing strategies
are aligned with local values and needs, which can improve the sustainability of tourism
initiatives. When communities are actively involved, they provide valuable insights that
can make DIMC strategies more relevant and effective in promoting sustainable tourism
practices.
Research by (Dodds, Ali, & Galaski, 2018) supports the idea that local community
involvement is crucial for the success of cultural tourism initiatives. (Dodds et al., 2018)
study finds that community participation in cultural promotion helps to ensure that
cultural representations are authentic and respectful, which can enhance the sustainability
of tourism practices. Timothy further adds that when local communities are engaged in
promoting their cultural heritage, they are more likely to support and benefit from
sustainable tourism efforts, leading to a more balanced and effective promotion of cultural
image. Li et al. (2021) also emphasize the importance of community involvement in
moderating the relationship between cultural promotion and tourism sustainability. They
Digital Integrated Marketing Communications Strategies in Building Local Cultural Image for
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5333
argue that community participation helps to integrate local perspectives into tourism
strategies, which can improve the sustainability of both cultural promotion and overall
tourism practices.
The acceptance of H3 and H4 underscores the significant role of local community
involvement in moderating the relationships between DIMC strategies, promotion of
local cultural image, and tourism sustainability. The findings are consistent with existing
literature, which highlights that active community engagement enhances the effectiveness
and sustainability of tourism strategies by ensuring that they are well-aligned with local
values and needs.
Conclusion
This study confirms the hypotheses that Digital Integrated Marketing
Communications (DIMC) strategies and the promotion of local cultural image positively
impact tourism sustainability. Additionally, it finds that local community involvement
plays a significant moderating role in these relationships. Specifically, the involvement
of local communities enhances the effectiveness of DIMC strategies and the promotion
of cultural heritage in contributing to more sustainable tourism practices. These findings
suggest that integrating local perspectives and ensuring community participation are
crucial for maximizing the benefits of digital marketing and cultural promotion efforts in
achieving tourism sustainability.
The study contributes to the theoretical understanding of how marketing strategies
and cultural promotion intersect with tourism sustainability. It extends existing models
by incorporating the role of local community involvement as a moderating variable,
thereby offering a more nuanced perspective on the dynamics between DIMC strategies,
cultural promotion, and sustainability. This research supports the notion that
sustainability in tourism is not solely dependent on marketing and promotional activities
but also on the active participation of local communities. The study's findings reinforce
theories related to stakeholder engagement and community-based tourism, highlighting
the importance of incorporating local perspectives into sustainable tourism frameworks.
For practitioners, the findings underscore the importance of integrating local
community involvement into tourism marketing strategies. Tourism managers and
marketers should focus on developing DIMC strategies that are not only digitally
effective but also engage local communities in the planning and execution of marketing
activities. This approach ensures that digital campaigns and cultural promotions are
aligned with local values and needs, which can enhance the sustainability of tourism
practices. Additionally, promoting local cultural heritage through digital channels should
be accompanied by active community involvement to ensure authenticity and
effectiveness. Engaging local stakeholders can improve the quality of tourism
experiences and support sustainable development goals.
Despite its contributions, the study has several limitations. First, the sample is
limited to cultural tourism destinations, which may affect the generalizability of the
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5333
argue that community participation helps to integrate local perspectives into tourism
strategies, which can improve the sustainability of both cultural promotion and overall
tourism practices.
The acceptance of H3 and H4 underscores the significant role of local community
involvement in moderating the relationships between DIMC strategies, promotion of
local cultural image, and tourism sustainability. The findings are consistent with existing
literature, which highlights that active community engagement enhances the effectiveness
and sustainability of tourism strategies by ensuring that they are well-aligned with local
values and needs.
Conclusion
This study confirms the hypotheses that Digital Integrated Marketing
Communications (DIMC) strategies and the promotion of local cultural image positively
impact tourism sustainability. Additionally, it finds that local community involvement
plays a significant moderating role in these relationships. Specifically, the involvement
of local communities enhances the effectiveness of DIMC strategies and the promotion
of cultural heritage in contributing to more sustainable tourism practices. These findings
suggest that integrating local perspectives and ensuring community participation are
crucial for maximizing the benefits of digital marketing and cultural promotion efforts in
achieving tourism sustainability.
The study contributes to the theoretical understanding of how marketing strategies
and cultural promotion intersect with tourism sustainability. It extends existing models
by incorporating the role of local community involvement as a moderating variable,
thereby offering a more nuanced perspective on the dynamics between DIMC strategies,
cultural promotion, and sustainability. This research supports the notion that
sustainability in tourism is not solely dependent on marketing and promotional activities
but also on the active participation of local communities. The study's findings reinforce
theories related to stakeholder engagement and community-based tourism, highlighting
the importance of incorporating local perspectives into sustainable tourism frameworks.
For practitioners, the findings underscore the importance of integrating local
community involvement into tourism marketing strategies. Tourism managers and
marketers should focus on developing DIMC strategies that are not only digitally
effective but also engage local communities in the planning and execution of marketing
activities. This approach ensures that digital campaigns and cultural promotions are
aligned with local values and needs, which can enhance the sustainability of tourism
practices. Additionally, promoting local cultural heritage through digital channels should
be accompanied by active community involvement to ensure authenticity and
effectiveness. Engaging local stakeholders can improve the quality of tourism
experiences and support sustainable development goals.
Despite its contributions, the study has several limitations. First, the sample is
limited to cultural tourism destinations, which may affect the generalizability of the
Lintang Cahya Rahmat Kinasih, Muhammad Sufyan Abdurrahman
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5334
findings to other types of destinations. Second, the cross-sectional nature of the study
provides a snapshot of relationships at a single point in time, potentially limiting the
ability to capture long-term effects and changes. Third, the reliance on self-reported data
may introduce biases related to respondents’ perceptions and social desirability. Finally,
while SEM provides a robust framework for analyzing relationships, it may not account
for all potential variables affecting tourism sustainability.
Future research should consider longitudinal studies to explore how DIMC
strategies, cultural promotion, and community involvement impact tourism sustainability
over time. Expanding the research to include a broader range of destinations, including
non-cultural ones, could enhance the generalizability of the findings. Additionally,
incorporating qualitative methods, such as interviews or focus groups, could provide
deeper insights into the dynamics of community involvement and its influence on
sustainability. Finally, researchers should explore other potential moderating variables
and contextual factors that may affect the relationships between marketing strategies,
cultural promotion, and tourism sustainability.
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5334
findings to other types of destinations. Second, the cross-sectional nature of the study
provides a snapshot of relationships at a single point in time, potentially limiting the
ability to capture long-term effects and changes. Third, the reliance on self-reported data
may introduce biases related to respondents’ perceptions and social desirability. Finally,
while SEM provides a robust framework for analyzing relationships, it may not account
for all potential variables affecting tourism sustainability.
Future research should consider longitudinal studies to explore how DIMC
strategies, cultural promotion, and community involvement impact tourism sustainability
over time. Expanding the research to include a broader range of destinations, including
non-cultural ones, could enhance the generalizability of the findings. Additionally,
incorporating qualitative methods, such as interviews or focus groups, could provide
deeper insights into the dynamics of community involvement and its influence on
sustainability. Finally, researchers should explore other potential moderating variables
and contextual factors that may affect the relationships between marketing strategies,
cultural promotion, and tourism sustainability.
Digital Integrated Marketing Communications Strategies in Building Local Cultural Image for
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5335
Bibliography
Balasubramanian, Kandappan, Kunasekaran, Puvaneswaran, Konar, Rupam, &
Sakkthivel, A. M. (2022). Integration of augmented reality (AR) and virtual reality
(VR) as marketing communications channels in the hospitality and tourism service
sector. In Marketing Communications and Brand Development in Emerging
Markets Volume II: Insights for a Changing World (pp. 55–79). Springer.
Baratta, Rossella, Bonfanti, Angelo, Cucci, Maria Grazia, & Simeoni, Francesca. (2022).
Enhancing cultural tourism through the development of memorable experiences:
the “Food Democracy Museum” as a phygital project. Sinergie Italian Journal of
Management, 40(1), 153–176.
Bassano, Clara, Barile, Sergio, Piciocchi, Paolo, Spohrer, James C., Iandolo, Francesca,
& Fisk, Raymond. (2019). Storytelling about places: Tourism marketing in the
digital age. Cities, 87, 10–20.
Bilynets, Iana, Knezevic Cvelbar, Ljubica, & Dolnicar, Sara. (2023). Can publicly visible
pro-environmental initiatives improve the organic environmental image of
destinations? Journal of Sustainable Tourism, 31(1), 32–46.
Budeanu, Adriana, Miller, Graham, Moscardo, Gianna, & Ooi, Can Seng. (2016).
Sustainable tourism, progress, challenges and opportunities: an introduction.
Journal of Cleaner Production, Vol. 111, pp. 285–294. Elsevier.
Chamboko-Mpotaringa, Mavis, & Tichaawa, Tembi M. (2023). Sustainability of digital
marketing strategies for driving consumer behavior in the domestic tourism
industry. Studia Periegetica, 43(3), 149–168.
Cheng, Zhenfeng, & Chen, Xin. (2022). The effect of tourism experience on tourists’
environmentally responsible behavior at cultural heritage sites: The mediating role
of cultural attachment. Sustainability, 14(1), 565.
Dodds, Rachel, Ali, Alisha, & Galaski, Kelly. (2018). Mobilizing knowledge:
Determining key elements for success and pitfalls in developing community-based
tourism. Current Issues in Tourism, 21(13), 1547–1568.
Edgell Sr, David L. (2019). Managing sustainable tourism: A legacy for the future.
Routledge.
Imamov, Marsel, & Semenikhina, Natalia. (2021). The impact of the digital revolution
on the global economy. Linguistics and Culture Review, 968–987.
Karakaş, Ayhan, & Ağca, Yasin Can. (2023). Belediyelerde sosyal girişimcilik: Bartın
Belediyesi örneği.
Kia, Zakia. (2021). Ecotourism in Indonesia: Local community involvement and the
affecting factors. Journal of Governance and Public Policy, 8(2), 93–105.
Achieving Tourism Sustainability: The Role of Local Community Involvement
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5335
Bibliography
Balasubramanian, Kandappan, Kunasekaran, Puvaneswaran, Konar, Rupam, &
Sakkthivel, A. M. (2022). Integration of augmented reality (AR) and virtual reality
(VR) as marketing communications channels in the hospitality and tourism service
sector. In Marketing Communications and Brand Development in Emerging
Markets Volume II: Insights for a Changing World (pp. 55–79). Springer.
Baratta, Rossella, Bonfanti, Angelo, Cucci, Maria Grazia, & Simeoni, Francesca. (2022).
Enhancing cultural tourism through the development of memorable experiences:
the “Food Democracy Museum” as a phygital project. Sinergie Italian Journal of
Management, 40(1), 153–176.
Bassano, Clara, Barile, Sergio, Piciocchi, Paolo, Spohrer, James C., Iandolo, Francesca,
& Fisk, Raymond. (2019). Storytelling about places: Tourism marketing in the
digital age. Cities, 87, 10–20.
Bilynets, Iana, Knezevic Cvelbar, Ljubica, & Dolnicar, Sara. (2023). Can publicly visible
pro-environmental initiatives improve the organic environmental image of
destinations? Journal of Sustainable Tourism, 31(1), 32–46.
Budeanu, Adriana, Miller, Graham, Moscardo, Gianna, & Ooi, Can Seng. (2016).
Sustainable tourism, progress, challenges and opportunities: an introduction.
Journal of Cleaner Production, Vol. 111, pp. 285–294. Elsevier.
Chamboko-Mpotaringa, Mavis, & Tichaawa, Tembi M. (2023). Sustainability of digital
marketing strategies for driving consumer behavior in the domestic tourism
industry. Studia Periegetica, 43(3), 149–168.
Cheng, Zhenfeng, & Chen, Xin. (2022). The effect of tourism experience on tourists’
environmentally responsible behavior at cultural heritage sites: The mediating role
of cultural attachment. Sustainability, 14(1), 565.
Dodds, Rachel, Ali, Alisha, & Galaski, Kelly. (2018). Mobilizing knowledge:
Determining key elements for success and pitfalls in developing community-based
tourism. Current Issues in Tourism, 21(13), 1547–1568.
Edgell Sr, David L. (2019). Managing sustainable tourism: A legacy for the future.
Routledge.
Imamov, Marsel, & Semenikhina, Natalia. (2021). The impact of the digital revolution
on the global economy. Linguistics and Culture Review, 968–987.
Karakaş, Ayhan, & Ağca, Yasin Can. (2023). Belediyelerde sosyal girişimcilik: Bartın
Belediyesi örneği.
Kia, Zakia. (2021). Ecotourism in Indonesia: Local community involvement and the
affecting factors. Journal of Governance and Public Policy, 8(2), 93–105.
Lintang Cahya Rahmat Kinasih, Muhammad Sufyan Abdurrahman
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5336
Kim, Soojung, Whitford, Michelle, & Arcodia, Charles. (2021). Development of
intangible cultural heritage as a sustainable tourism resource: The intangible
cultural heritage practitioners’ perspectives. In Authenticity and Authentication of
Heritage (pp. 34–47). Routledge.
Manhas, Parikshat S., Manrai, Lalita A., & Manrai, Ajay K. (2016). Role of tourist
destination development in building its brand image: A conceptual model. Journal
of Economics, Finance and Administrative Science, 21(40), 25–29.
Manser Payne, Elizabeth, Peltier, James W., & Barger, Victor A. (2017). Omni-channel
marketing, integrated marketing communications, and consumer engagement: A
research agenda. Journal of Research in Interactive Marketing, 11(2), 185–197.
Mele, Emanuele, Kerkhof, Peter, & Cantoni, Lorenzo. (2021). Cultural localization in
online heritage promotion. Journal of Heritage Tourism, 16(3), 300–316.
Streimikiene, Dalia, Svagzdiene, Biruta, Jasinskas, Edmundas, & Simanavicius, Arturas.
(2021). Sustainable tourism development and competitiveness: The systematic
literature review. Sustainable Development, 29(1), 259–271.
Sudrajat, Arief. (2024). Strategic Digital Integration: Unravelling the Impact of Social
Media, Data Analytics, and Branding on Sustainable Marketing Strategies and
Consumer Engagement in the Tourism Industry in Bali Province. International
Journal of Business, Law, and Education, 5(1), 837–851.
Vuković, Dijana. (2022). The importance of preserving destination space and local
identity in the context of sustainable development in tourism. Croatian Regional
Development Journal, 3(2), 97–113.
Zhang, Yuling, Xiao, Xiao, Zheng, Chunhui, Xue, Lan, Guo, Yongrui, & Wu, Qitao.
(2020). Is tourism participation in protected areas the best livelihood strategy from
the perspective of community development and environmental protection? Journal
of Sustainable Tourism, 28(4), 587–605.
Indonesian Journal of Social Technology, Vol. 5, No. 11, November 2024 5336
Kim, Soojung, Whitford, Michelle, & Arcodia, Charles. (2021). Development of
intangible cultural heritage as a sustainable tourism resource: The intangible
cultural heritage practitioners’ perspectives. In Authenticity and Authentication of
Heritage (pp. 34–47). Routledge.
Manhas, Parikshat S., Manrai, Lalita A., & Manrai, Ajay K. (2016). Role of tourist
destination development in building its brand image: A conceptual model. Journal
of Economics, Finance and Administrative Science, 21(40), 25–29.
Manser Payne, Elizabeth, Peltier, James W., & Barger, Victor A. (2017). Omni-channel
marketing, integrated marketing communications, and consumer engagement: A
research agenda. Journal of Research in Interactive Marketing, 11(2), 185–197.
Mele, Emanuele, Kerkhof, Peter, & Cantoni, Lorenzo. (2021). Cultural localization in
online heritage promotion. Journal of Heritage Tourism, 16(3), 300–316.
Streimikiene, Dalia, Svagzdiene, Biruta, Jasinskas, Edmundas, & Simanavicius, Arturas.
(2021). Sustainable tourism development and competitiveness: The systematic
literature review. Sustainable Development, 29(1), 259–271.
Sudrajat, Arief. (2024). Strategic Digital Integration: Unravelling the Impact of Social
Media, Data Analytics, and Branding on Sustainable Marketing Strategies and
Consumer Engagement in the Tourism Industry in Bali Province. International
Journal of Business, Law, and Education, 5(1), 837–851.
Vuković, Dijana. (2022). The importance of preserving destination space and local
identity in the context of sustainable development in tourism. Croatian Regional
Development Journal, 3(2), 97–113.
Zhang, Yuling, Xiao, Xiao, Zheng, Chunhui, Xue, Lan, Guo, Yongrui, & Wu, Qitao.
(2020). Is tourism participation in protected areas the best livelihood strategy from
the perspective of community development and environmental protection? Journal
of Sustainable Tourism, 28(4), 587–605.