Peranan Cerita Rakyat Dalam Mempromosikan Daya Tarik Wisata Melalui Storytelling
(Pendekatan Komunikasi Pariwisata Budaya)
Keywords:
Cerita Rakyat, Daya Tarik Wisata, Komunikasi Pariwisata Budaya, Pengalaman Wisata, Storytelling
Abstract
This study aims to analyze the strategic role of folklore as an instrument in promoting tourism destinations through storytelling approaches within the framework of Cultural Tourism Communication. Tourism destinations are increasingly selling not merely natural beauty or infrastructure, but also profound "experiences" and "meanings," where folklore serves as the soul of a place. This research employs a qualitative method with a literature review approach, collecting data from secondary sources including books, journal articles, and scholarly publications related to cultural tourism, folklore, and communication. The analysis applies Cultural Tourism Communication theory, which emphasizes the exchange of meanings and cultural values between tourists and local communities. This theoretical framework is reinforced by the concept of storytelling as an effective communication medium for transmitting values. Folklore is not viewed as a passive narrative, but as a "living culture" revitalized through performances by tour guides or digital media, thereby creating emotional connections and profound experiential tourism for visitors. Findings indicate that integrating folklore through storytelling plays a crucial role in: (1) destination differentiation, distinguishing destinations through unique cultural narratives; (2) cultural preservation, reviving nearly extinct oral traditions; (3) enhancing tourism experiences by adding layers of meaning and context to tourist attractions; and (4) destination branding, shaping authentic and distinctive perceptions. This study concludes that folklore-based storytelling constitutes a powerful cultural tourism communication strategy. It functions not only as a promotional tool, but also as a bridge connecting the past with the present, tourists with local communities, while preserving intangible cultural heritage for sustainable tourism development.
References
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Kurin, R. (2004). Safeguarding intangible cultural heritage in the Islamosphere. Museum International, 56(1–2), 126–138.
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Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). SAGE Publications.
Morgan, N., Pritchard, A., & Pride, R. (2004). Destination branding: Creating the unique destination proposition (2nd ed.). Butterworth-Heinemann.
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Moscardo, G. (2010). The shaping of tourist experience: The importance of stories and themes. In M. Morgan, L. Lugosi, & J. R. B. Ritchie (Eds.), The tourism and leisure experience: Consumer and managerial perspectives (pp. 43–58). Channel View Publications.
Moscardo, G. (2020). Stories and design in tourism. Annals of Tourism Research, 83, 102927.
Mossberg, L. (2008). Extraordinary experiences through storytelling. Scandinavian Journal of Hospitality and Tourism, 8(3), 195–210.
Nuryanti, S. (2018). Adaptasi cerita rakyat dalam pariwisata budaya Indonesia: Kajian distorsi dan pelestarian. Jurnal Kajian Budaya Indonesia, 7(2), 156–171.
Ooi, C. S. (2005). Tourism and authenticity: Japanese tour bus industry. Routledge.
Packer, J., & Ballantyne, R. (2016). Conceptualizing the visitor experience: A review of literature and development of a multifaceted model. Visitor Studies, 19(2), 128–143.
Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Harvard Business School Press.
Pitana, I. G., & Diarta, I. K. S. (2009). Pengantar ilmu pariwisata. Andi Offset.
Pitana, I. G., & Gayatri, P. G. (2005). Sosiologi pariwisata: Kajian sosiologis terhadap struktur, sistem, dan dampak-dampak pariwisata. Andi Offset.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14.
Prebensen, N. K., Vittersø, J., & Dahl, T. I. (2013). Value co-creation significance of tourist involvement and interaction with tourism service providers. Tourism Management, 34, 142–149.
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Tasci, A. D. A., Gartner, W. C., & Cavusgil, S. T. (2007). Measurement of tourism destination brand equity and brand positioning. Journal of Travel Research, 46(3), 31–43.
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Tung, V. W. S., & Ritchie, J. R. B. (2011). Exploring the essence of memorable tourism experiences. Journal of Travel Research, 50(4), 430–440.
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Ap, J., & Wong, K. K. F. (2001). Case study on the relationship between tourism and culture in Beijing. Journal of Sustainable Tourism, 9(4), 262–277.
Ashworth, G. J., & Tunbridge, J. E. (2000). The tourism-historic city. Routledge.
Beck, L., & Cable, T. T. (2011). The meaning of interpretation. Journal of Interpretation Research, 16(1), 1–8.
Bruner, E. M. (1994). Abraham Lincoln as authentic reproduction: A critique of postmodernism. American Anthropologist, 96(2), 397–415.
Bruner, E. M. (2005). Culture on tour: Ethnographies of travel. University of Chicago Press.
Bunzel, R. (2007). The role of folklore in tourism development. Journal of Tourism and Cultural Change, 5(2), 128–138.
Caton, K., & Santos, C. A. (2007). Heritage tourism on Route 66: Deconstructing nostalgia. Journal of Travel Research, 45(4), 371–381.
Chronis, A. (2012). Tourists as story-builders: Narrative construction at a heritage museum. Journal of Travel & Tourism Marketing, 29(5), 444–459.
Cohen, E. (1988). Traditions in the tourism industry. Journal of Tourism Studies, 3(2), 36–48.
Cole, S. (2007). Beyond authenticity and commodification. Journal of Travel Research, 45(4), 410–420.
Dallen, T., & Stephen, D. B. (2015). Thinking about tourism, culture and ethics. In S. McCool, R. Moisey, & N. Nickerson (Eds.), Tourism, recreation and sustainability: Linking culture and the environment (2nd ed., pp. 118–142). CABI Publishing.
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Dwyer, L., & Kim, C. (2003). Destination competitiveness: Determinants and indicators. Current Issues in Tourism, 6(5), 369–414.
Ekinci, Y., & Hosany, S. (2006). Destination personality: An application of brand personality to tourism destinations. Journal of Travel Research, 45(2), 127–139.
Govers, R., & Go, F. M. (2009). Place branding: Glocal, virtual and physical identities constructed, imagined and experienced. Palgrave Macmillan.
Greenwood, D. J. (1989). Culture by the pound: An anthropological perspective on tourism as cultural commodification. In V. Smith (Ed.), Hosts and guests: The anthropology of tourism (2nd ed., pp. 171–185). University of Pennsylvania Press.
Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: foundations and developments. Electronic Markets, 25(3), 179–188.
Gunn, C. A. (2002). Tourism planning: Basics, concepts, cases (4th ed.). Taylor & Francis.
Hall, C. M. (2008). Tourism planning: Policies, processes and relationships (2nd ed.). Pearson Education.
Ham, S. H. (2013). Interpretation: Making a difference on purpose. Fulcrum Publishing.
Hanna, S., & Rowley, J. (2011). Towards a strategic place brand-management model. Journal of Marketing Management, 27(5–6), 458–476.
Harnika, N. N. (2022). Pariwisata budaya di desa wisata Buun Sejati Kabupaten Lombok Barat.
Harning, N. L. S., & Suardana, I. K. P. (2025). Komunikasi pariwisata edukatif dalam penguatan kesadaran budaya lokal pada anak usia dini di Pratama Widyalaya Dharma Kumara. Paryaṭaka: Jurnal Pariwisata Budaya dan Keagamaan, 3(2), 379–395.
Holloway, J. C., & Humphreys, C. (2012). The business of tourism (9th ed.). Pearson Education.
Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Harvard Business School Press.
Jamal, T. B., & Getz, D. (1995). Collaboration theory and community tourism planning. Annals of Tourism Research, 22(1), 186–204.
Jamal, T., & Stronza, A. (2009). Collaboration theory and tourism practice in protected areas: Stakeholders, structuring and sustainability. Journal of Sustainable Tourism, 17(2), 169–189.
Jung, T. H., Tom Dieck, M. C., Lee, H., & Chung, N. (2016). Effects of virtual reality and augmented reality on visitor experiences in museum. Information Display, 32(5), 44–46.
Kavaratzis, M., & Ashworth, G. (2015). Place branding: An effective assertion of identity or a transitory marketing trick? Journal of Place Branding & Public Diplomacy, 11(3), 211–226.
Kavaratzis, M., & Hatch, M. J. (2013). The dynamics of place brands: An identity-based approach to place branding theory. Marketing Theory, 13(1), 69–86.
Kirshenblatt-Gimblett, B. (2004). Intangible heritage as metacultural production. Museum International, 56(1–2), 52–65.
Knudsen, D. C., Metro-Roland, M. M., Soper, A. K., & Greer, C. E. (2014). Landscape, tourism, and meaning. Ashgate Publishing.
Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400–421.
Kurin, R. (2004). Safeguarding intangible cultural heritage in the Islamosphere. Museum International, 56(1–2), 126–138.
MacCannell, D. (1973). Staged authenticity: Arrangements of social space in tourist settings. American Journal of Sociology, 79(3), 589–603.
McKee, R., & Gerace, T. (2018). Storynomics: Story-driven marketing in the post-advertising world. Ten Speed Press.
McKercher, B., & du Cros, H. (2002). Cultural tourism: The partnership between tourism and cultural heritage management. Routledge.
Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). SAGE Publications.
Morgan, N., Pritchard, A., & Pride, R. (2004). Destination branding: Creating the unique destination proposition (2nd ed.). Butterworth-Heinemann.
Morgan, N., Pritchard, A., & Sedgley, D. (2011). Framing tourism and the city. In J. T. O'Neill & E. Frongillo (Eds.), Tourism management, 32(3), 604–613.
Moscardo, G. (2010). The shaping of tourist experience: The importance of stories and themes. In M. Morgan, L. Lugosi, & J. R. B. Ritchie (Eds.), The tourism and leisure experience: Consumer and managerial perspectives (pp. 43–58). Channel View Publications.
Moscardo, G. (2020). Stories and design in tourism. Annals of Tourism Research, 83, 102927.
Mossberg, L. (2008). Extraordinary experiences through storytelling. Scandinavian Journal of Hospitality and Tourism, 8(3), 195–210.
Nuryanti, S. (2018). Adaptasi cerita rakyat dalam pariwisata budaya Indonesia: Kajian distorsi dan pelestarian. Jurnal Kajian Budaya Indonesia, 7(2), 156–171.
Ooi, C. S. (2005). Tourism and authenticity: Japanese tour bus industry. Routledge.
Packer, J., & Ballantyne, R. (2016). Conceptualizing the visitor experience: A review of literature and development of a multifaceted model. Visitor Studies, 19(2), 128–143.
Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Harvard Business School Press.
Pitana, I. G., & Diarta, I. K. S. (2009). Pengantar ilmu pariwisata. Andi Offset.
Pitana, I. G., & Gayatri, P. G. (2005). Sosiologi pariwisata: Kajian sosiologis terhadap struktur, sistem, dan dampak-dampak pariwisata. Andi Offset.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14.
Prebensen, N. K., Vittersø, J., & Dahl, T. I. (2013). Value co-creation significance of tourist involvement and interaction with tourism service providers. Tourism Management, 34, 142–149.
Reisinger, Y., & Turner, L. W. (2003). Cross-cultural behaviour in tourism: Concepts and analysis. Butterworth-Heinemann.
Richards, G. (2018). Cultural tourism: A review of recent research and trends. Journal of Heritage Tourism, 13(6), 521–535.
Safitri, N. P. W., & Wijayati, K. D. (2024). Pelestarian budaya lokal melalui pariwisata berbasis masyarakat di Lombok. Paryaṭaka: Jurnal Pariwisata Budaya dan Keagamaan, 2(1), 15–38.
Sari, I. A. L., Putra, I. N. D., Purnawan, N. L. R., & Suardiana, I. W. (2022). Storynomics Bali Aga: Pemanfaatan cerita rakyat untuk promosi desa wisata Sidetapa, Kabupaten Buleleng. Jurnal Master Pariwisata (JUMPA), 8(2), 721–740. https://ojs.unud.ac.id/index.php/jumpa/article/view/82278
Sariono, O. (2013). Folklor Nusantara: Hakikat, bentuk, dan fungsi. Ombak.
Scheub, H. (1998). The art of the African storyteller. University of Wisconsin Press.
Smith, L., & Robinson, M. (2006). Cultural tourism in a changing world. Channel View Publications.
Smith, M. K. (2016). Issues in cultural tourism studies (3rd ed.). Routledge.
Sofield, T. H. B., Bauer, T. G., De Lacy, T., & Lipman, G. (2004). Cultural tourism and Pacific Island communities: The challenges and the opportunities reconsidered. Journal of Pacific Studies, 27(2), 37–56.
Suardana, I. K., Sukarlinawati, W. ., & Suwendra, I. W. . (2023). The Importance of Hinduism And Cultural Education Role Through Customary Village-Based Non-Formal Education to Maintain the Integrity of Bali. International Journal of Multidisciplinary Sciences, 1(4), 403–414. https://doi.org/10.37329/ijms.v1i4.2277
Sukmadewi, N. P. R., & Harnika, N. N. (2024). Pengembangan Wisata Religi Sebagai Pariwisata Berkelanjutan di Kabupaten Lombok Barat
Sutama, I. Wayan, et al. "PARTICIPATORY MARKETING COMMUNICATION: IMPROVE THE IMAGE OF TOURISM DESTINATIONS IN NORTH LOMBOK." Waisya: Jurnal Ekonomi Hindu 4.1 (2025): 22-39.
Tasci, A. D. A., Gartner, W. C., & Cavusgil, S. T. (2007). Measurement of tourism destination brand equity and brand positioning. Journal of Travel Research, 46(3), 31–43.
Timothy, D. J., & Boyd, S. W. (2015). Tourism and trails: Cultural, ecological and management issues. Channel View Publications.
Tosun, C. (2000). Limits to community participation in the tourism development process in developing countries. Tourism Management, 21(6), 613–633.
Tung, V. W. S., & Ritchie, J. R. B. (2011). Exploring the essence of memorable tourism experiences. Journal of Travel Research, 50(4), 430–440.
Tussyadiah, I. P., & Fesenmaier, D. R. (2009). Mediating tourist experiences: Access to places via shared videos. Annals of Tourism Research, 36(1), 24–40.
UNESCO. (2003). Convention for the Safeguarding of the Intangible Cultural Heritage. UNESCO.
UNWTO. (2018). Tourism highlights, 2018 edition. World Tourism Organization.
Wall, G., & Mathieson, A. (2006). Tourism: Change, impacts, and opportunities. Pearson Education.
Weiler, B., & Black, R. (2015). Tour guide training: A cognitive-behavioural approach. Routledge.
Windayani & Marhaeni (2019). "The Effect Of Tourism Village Development On Community Empowerment And Welfare In Tourism Village Of Panglipuran, Bangli District Of Indonesia" - Artikel ini menunjukkan data statistik pengembangan desa wisata
Woodside, A. G., Cruickshank, B. F., & Dehuang, N. (2008). Stories visitors tell about Italian restaurants. Journal of Hospitality & Leisure Marketing, 16(4), 428–445.
Yasa, I. K. W. P. (2024). Optimisasi kemahiran pembawa acara yang terampil melalui praktik public speaking. Samvada: Jurnal Riset Komunikasi, Media, dan Public Relation, 3(1). https://doi.org/10.53977/jsv.v3i1.1889
Yovcheva, Z., Buhalis, D., & Gössling, S. (2012). Smartphone application as a tool for tourism enhancement. Current Issues in Tourism, 15(1–2), 101–120.
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2025-11-28
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Articles
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