Effective Development communication strategies for enhancing MSME empowerment in the Cikadu Tourism Village, Tanjung Lesung

¹ English Education, Faculty of Teacher Training and Education, Tangerang, Banten, 15118, Indonesia
² Communication Sciences, Faculty of Social and Political Sciences, Tangerang, Banten, 15118, Indonesia

^* Corresponding author: ikhfi.imaniah@umt.ac.id

Abstract

Regency development of tourism in Tanjung Lesung, Pandeglang Regency, has been slow due to the suboptimal role of village officials, low awareness among local tourists, inadequate facilities, and the impact of the COVID-19 pandemic. This study aims to analyze the communication strategies employed by the Pandeglang Regency Government in developing tourism in Tanjung Lesung, assess the economic empowerment of the community in the Cikadu tourism village, and formulate more effective communication strategy recommendations. The research approach is qualitative, utilizing a case study method. Data were collected through interviews, observations, and document studies with respondents such as local government officials, community members, and tourism industry players. The study results indicate that integrated communication strategies through both online and offline channels are effective in the development of Cikadu Tourism Village. SMEs, particularly in the production of local batik, play a key role in enhancing tourism appeal and the local economy. Government support in the form of training and promotion strengthens the contributions of SMEs. Key challenges, such as the limited digitalization among SMEs, can be addressed through training and technological support. Adapting communication strategies is crucial to overcoming these local challenges. Collaboration between the government, community, and tourism organizations, as well as economic empowerment of the community, is key to the successful development of tourism in Tanjung Lesung.