TOURISM DIGITAL COMMUNICATION MANAGEMENT BASED ON ISLAMIC VALUES: REPRESENTATION OF LOCAL COMMUNITIES THROUGH TOURIST CONTENT ON LEMUKUTAN ISLAND
DOI:
https://doi.org/10.24260/ynat0h57Keywords:
Digital communication management, Islamic values, representation of Lemukutan IslandAbstract
Purpose: This study analyses how tourism digital communication is managed on Lemukutan Island, West Kalimantan, by examining how tourist-produced content represents the local Muslim community and which Islamic values are visible in that representation. Design/methodology/approach: A qualitative case study within a constructivist paradigm was conducted. Data were gathered through in-depth interviews with tourists, residents, tour guides, homestay managers and business actors, together with observation and documentation of digital content, and were analysed using the interactive model of Miles, Huberman and Saldaña. Findings were interpreted through Hall’s constructionist theory of representation and four Islamic communication values: amanah, tabayyun, qaulan sadidan and ta’awun. Findings: Instagram, TikTok and word of mouth are the main channels through which the island is encountered, and tourists, rather than residents or managers, produce most of the content. Informants judged this content consistent with, and sometimes below, the realities they experienced. The community is represented through hospitality, mutual cooperation, a sense of security and care for the environment, portraying an open and friendly Muslim community without overt religious symbols. Community-led promotion remains passive and unplanned. Research limitations/implications: The single-case design supports analytical rather than statistical generalisation; future studies should compare other island destinations and analyse content at scale. Practical implications: Destination managers and local government should invest in community capacity for content production, co-production guidelines with tourists and verification routines. Originality/value: The study extends Da’wah Management into tourism digital communication management and proposes a community-centred, value-based framework that treats residents as communicators rather than objects of representation.
Keywords: Digital communication management, Islamic values, community representation, tourist-generated content, Lemukutan Island
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