Stakeholder Communication on Destination Branding through Three Destination Axes in the Musi River Tourism Area, South Sumatra, Indonesia

Abstract

Background: Governance, corporation, society, and complexity are fascinating subjects in research on sustainable tourism, as well as development in river areas. Therefore, this study is based on the argument that destination branding is a promise to stakeholders. Elaboration of the perspective of communication relations between stakeholders needs to be built based on the phase of coming together in managing tourism destinations.

Objective: This study aims to elaborate on the communication relationship that develops through phases of coming together to strengthen ideas and commitments to implement each stakeholder's expectations.

Method: A qualitative methodology, case study approach, was applied. The sampling technique was purposive sampling, and eight people were deliberately selected to be interviewed in a semi-structured, in-depth manner and observed. Data analysis used the Miles, Huberman, and Saldana Interactive Model.

Results: The study's results show that stakeholder involvement in destination branding involves integrated Performance and interaction between actors from the initiation, experimentation, intensification, integration, and bonding stages. For actors, collaboration, interaction, and integration can produce ideas, thoughts, and meanings that culminate in decisions to support the interests of city tourism, represented by the three axes of leading destinations.

Conclusion: Three principal destination axes in Palembang City, South Sumatra, have been built through collaborative communication between stakeholders based on the phase of coming together to initiate development, experimentation, intensive communication, and integration of cooperation, strengthening the commitment to realising the ideas, concepts, discourses, and activities offered. The government, society, and corporations carry out relational communication through their respective roles and responsibilities, with interpersonal communication between top leaders, between groups, and in teams and dynamic organisations.

Unique Contribution: The concept of bringing stakeholders together through relational communication in branding historical heritage destinations along rivers.

Recommendation: Future research can focus on maintaining stakeholder communication by including academics with different perspectives on using cultural heritage sites and heritage as commercialised destinations. Perspective of influence and perception in communication co-orientation is required.