Strategic Communication in Cultural and Nature Transformation as a Sustainable Creative Economy Investment

Abstract

The development of Indonesia’s creative economy depends not only on technological innovation but also on the ability to utilize cultural and natural potential as valuable economic assets. This study aims to analyze the role of strategic communication in transforming culture and nature into sustainable creative economic investments. The research employed a qualitative approach using a case study method on creative economy development programs based on culture and ecotourism in selected regions. Data were collected through in-depth interviews, observations, and document analysis. The findings reveal that strategic communication plays a vital role in building synergy among the government, creative economy actors, and local communities. Effective communication strategies transform public perceptions of cultural values and natural resources from mere heritage to sustainable economic resources. Moreover, digital media utilization expands promotional reach and strengthens regional branding as a creative destination. The study concludes that the successful transformation of culture and nature into sustainable creative economic investments relies on holistic, participatory, and adaptive communication planning responsive to social and technological changes. Thus, strategic communication functions not merely as a message delivery tool but as a transformative instrument for social change toward a sustainable creative economy.