Komunikasi Berbasis Komunitas dan Kepercayaan Publik Pada Pokdarwis Geosite Nglanggeran
DOI:
https://doi.org/10.37329/ganaya.v9i4.5622Keywords:
Communication Strategy, Community Communication, Cultural Branding, Geostie, Public TrustAbstract
Public trust is a critical foundation for the sustainability of community-based tourism destinations; however, the role of local cultural values in communication strategies as a mechanism for building public trust remains underexplored in academic literature. This study examines the communication strategy of the Nglanggeran Geosite Pokdarwis (Tourism Awareness Group), part of the Gunung Sewu UNESCO Global Geopark, in fostering public trust through a local culture-based communication approach. The study employed a qualitative approach with an instrumental case study design. Data was collected through in-depth interviews with key informants, non-participant observation, and document analysis. Data validation utilized source triangulation and member checking. Analysis followed three coding stages: open, axial, and selective coding. The findings reveal three main results. First, Pokdarwis implements six integrated public relations strategies: informative, persuasive, participatory, interactive, media relations, and crisis communication. Second, public trust is built through the integration of local cultural narratives and active community participation, reinforced by two-way symmetrical communication between destination managers and the local community. Third, the main challenges identified are inconsistent visual branding and the absence of an established crisis communication protocol. This study concludes that integrating local cultural values into communication strategies contributes to strengthening social legitimacy and public trust while enriching the discourse on community-based destination communication within geological heritage areas.
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