Jakarta International Conference on Research Innovation and Sustainable Development 2022
Digital Storytelling: A Form of
Sustainable Communication
in Managing Cultural Tourism
(Study at The Lasem Heritage
Foundation)
Intan Putri Cahyani Communication Department
Puri Bestari Mardani UPN Veteran Jakarta
Yuliani Widianingsih
BACKGROUND
With the tourism branding "Wonderful Indonesia,"
Indonesia has become one of the countries with very
diverse tourism destinations, including cultural
tourism.
Cultural tourism is interesting to study. After all, it is
closely related to sustainable development because it
contains an area's historical values and reflects a
society's diversity and identity.
The Lasem Heritage Foundation is a NGO that
promotes cultural tourism in Lasem, Central Java,
which is engaged in preserving Lasem heritage
through the Kesengsem Lasem division.
The Lasem Heritage Foundation uses digital platforms
to communicate Lasem as a cultural heritage city
through digital storytelling.
One of the engaging Digital storytelling is the Hybrid Exhibition
"Cerita Nyah Lasem" and the virtual Tour "Batik Tiga Negeri di BACKGROUND
Lasem."
Key messages: education with historical value about Lasem as
Little China which has a unique identity and cultural diversity,
as well as an persuasion to preserve cultural tourism
Responsible cultural tourism is concerned not only with the
destination's environmental and economic sustainability but
also with its cultural values. This follows the principle of
sustainable communication, where sustainable communication
has ecological sustainability as a focus point.
Research Objectives
1 To examine and analyze why digital
storytelling was chosen as a form of
sustainable communication by the
Lasem Heritage Foundation in
managing cultural tourism.
2 To review and explore how digital
storytelling is assessed with the
principles of continuous
communication.
LITERATURE DIGITAL STORYTELLING
REVIEW
The Story can touch someone's heart and emotions,
and stories can move someone to take action.
Utilization of storytelling to create value and impress
the audience to see, feel, and then remember.
Digital storytelling comes as the utilization of new
digital technology, where the narrative has changed
by being told using images, photos, and videos that
are shared through multi-platforms, especially social
media.
SUSTAINABLE LITERATURE
COMMUNICATION
Sustainable communication is "working
REVIEW
towards a world where humankind can
preserve rather than dominate nature."
Sustainable communication has ecological
sustainability as its focal point, as well as
moving society from over-consumption to
sustainable consumption
Four principles in sustainable
communication
1. ecological trust
2. ecological access
3. ecological disclosure
4. ecological dialogue
LITERATURE CULTURAL TOURISM
REVIEW a type of tourism activity in which the visitor's essential
motivation is to learn, discover, experience and
consume the tangible and intangible cultural
attractions/products in a tourism destination.
cultural tourism covers not just the consumption of
the cultural products of the past, but also of
contemporary culture or the ‘way of life’ of a people or
region.
Cultural tourism can be regarded as a meeting
between social systems and cultures which will
produce changes in both of them.
RESEARCH METHODS
Type & Method Data Collecting
In depth Interview,
descriptive
observation of digital platform
qualitative with a
literature review
case study method
LEARN MORE LEARN MORE
DATA COLLECTING
FINDINGS & DISCUSSIONS
In communicating with the public, the Lasem Heritage
Foundation uses 2 main digital platform : Instagram and
the Website
Both platforms use the tourism branding "Kesengsem
Lasem that means "head over heels about Lasem" for
their names & domain
The key message that is used as a narrative and
communicated to all stakeholders is "Kesengsem Lasem".
The website and Instagram @KesengsemLasem have
played a vital role during the Covid-19 pandemic in
communicating the implemented programs and
building engagement through Digital Storytelling.
INSTAGRAM
Available features such as live Instagram,
collaboration menus and social tagging
make it easy to reach audiences and
increase engagement in the digital
storytelling process
WEBSITE
providing more space for telling stories
(depth and breadth) and being able to
take advantage of the Call to action
menu to amplify stories
FINDINGS & DISCUSSIONS
Digital Storytelling: Long Lasting and potential to grow
The Lasem Heritage Foundation chose the storytelling
approach because the type of tourism being developed is
cultural tourism.
Cultural Tourism is very thick with historical values and
sociocultural aspects that reflect the cultural identity of the
people who live around tourist destinations from time to time.
Storytelling combined the power of data, visualization and
narrative and added a touch of empathy and emotion.
The impact of Digital Storytelling is more lasting, and
beneficial for conveying the amplification process message.
This amplification will open up the potential for the story to be
further developed and to reach more people
FINDINGS & DISCUSSIONS
Principles of Sustainable Communication in Digital Storytelling
Ecological Trusts: aims to rebuild that trust, if it ever existed,
and establish it in Society generally -> Batik Tiga Negeri is the
story of the journey of adiwastra symbols of tolerance and
diversity of Indonesia
Ecological Access : a discussion point of being a mark of
organizations seeking to create and build trust -> Social
Business Programs in the form of Discover Lasem, Pasar
Rakyat Lasem, Batik Tiga Negeri Virtual Tour, Hybrid Exhibition
"Cerita Nyah Lasem"
FINDINGS & DISCUSSIONS
Principles of Sustainable Communication in Digital Storytelling
Ecological Disclosures: more organizations are being publicly
assessed by publics -> The using of Instagram and Website
as main platform of digital storytelling & communication tools
with all stakeholder
Ecological Dialogues : Companies that are to be trusted and
wish to engage in Sustainable Communication with their
publics need on-going dialogue to help them understand the
issues, and become ecologically meaningful -> preservation
class, series of learning clinic, travell for all (difable)
CONCLUSIONS
With their distinctive character, Instagram
and the website help the Lasem Heritage
Foundation in the digital storytelling
process.
Digital storytelling is considered the best
approach to managing cultural tourism
because the impact of digital storytelling is
more lasting and beneficial for conveying
the message amplification process.
In managing cultural tourism, the Lasem
Heritage Foundation implements 4 aspects
of continuous communication in digital
storytelling, carried out through Instagram
and the Website.
THANKYOU...
