Communication Strategies of Tourism Awareness Groups in Improving the Image of a Stigmatized Tourism Area: A Case Study of Songgoriti

Abstract

Tourism does not solely depend on natural potential and supporting facilities, but also on the perception of the image ingrained in the wider community. The Songgoriti tourist destination is faced with significant obstacles due to the deeply rooted negative stigma, particularly related to covert prostitution practices in the villa area. The stigma affects tourists' perceptions, alters the composition of visitors, and threatens the socio-economic sustainability of the local community. This research aims to analyze the communication strategies implemented by the Songgokerto Tourism Awareness Group to restore the negative image of the Songgoriti tourist area. The approach used is descriptive qualitative, with data collection thru in-depth interviews, participatory observation, and document analysis. The selection of informants was purposive, including Pokdarwis managers, local residents, and the Batu City Tourism Office. The research findings indicate that the communication strategy of Pokdarwis emphasizes a community-based approach that prioritizes concrete improvement actions, particularly enhancing service quality and the culture of local hospitality. Image recovery does not rely on symbolic promotion, but rather on stable tourist experiences and word-of-mouth communication. This approach gradually builds credibility, trust, and social legitimacy for the local community. This research strengthens the argument that restoring the image of a stigmatized tourist destination requires continuous, contextual, and long-term community restorative communication.

Keywords : Communication Strategy; Destination Image; Tourist Awareness Group; Social Stigma; Community-Based Communication;

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