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Proceedings

GOVERNMENT DIGITAL PUBLIC RELATIONS MODEL IN TOURISM-BASED EVENTS IN SUMENEP REGENCY: Model Hubungan Masyarakat Digital Pemerintah dalam Acara Berbasis Pariwisata di Kabupaten Sumenep

Proceeding of The 5th ASPIKOM International Communication Conference (AICCON 2025) · Vol. 1 No. 2 (2025) · pp. 693–704

DOI
10.31947/aiccon2025.v1i2.47735
ISSN
3032-6966
Published
2025-10-30
Publisher
Department of Communication Studies, Faculty of Social and Political Sciences, Universitas Hasanuddin
Language
en

Abstract

Events as instruments for tourism development have become a growing trend in various regions, including Sumenep Regency, which is considered one of the most strategic areas in Madura for advancing the tourism sector. With its advantageous geographical conditions and relatively high public awareness of tourism, the Sumenep Regency Government consistently launches an annual event calendar focused on top tourist destinations such as beaches, mangrove forests, and islands. This condition demands government public relations (PR) practitioners to be increasingly adaptive to digital PR approaches, which serve as key strategies in planning and ensuring the success of tourism-based events. This study aims to: first, formulate an effective digital PR model to optimize tourism-based events; second, analyze the implementation of digital PR practices by stakeholders in Sumenep Regency. The research employs a qualitative method with a constructivist paradigm, using quick ethnography techniques, field observations, in-depth interviews, and limited focus group discussions. Informants were selected from government agencies, public relations practitioners, tourism associations, and tourists. The results show that the Sumenep Regency Government adopts three public relations communication models: Press Agentry, Public Information, and Two-Way Symmetric. Digital PR is carried out through the use of social media platforms such as Instagram, YouTube, and TikTok, as well as the official tourism website. A pentahelix collaboration between the government, community, academia, media, and the private sector has successfully increased public engagement and promotional effectiveness. The government also tailors digital content to match Generation Z preferences by producing short visual content (snackable content). This model demonstrates a successful adaptation to digital technology in supporting tourism promotion while also generating positive local economic impact.

Keywords

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  • Universitas Gadjah Mada
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Sri T. HartatiUniversitas Gadjah Mada1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/aiccon/oai, first harvested 5 Nov 2026, last seen 5 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">GOVERNMENT DIGITAL PUBLIC RELATIONS MODEL IN TOURISM-BASED EVENTS IN SUMENEP REGENCY: Model Hubungan Masyarakat Digital Pemerintah dalam Acara Berbasis Pariwisata di Kabupaten Sumenep</dc:title>
	<dc:creator xml:lang="en">Rio Kurniawan</dc:creator>
	<dc:creator xml:lang="en">Wahyudi, Muhtar</dc:creator>
	<dc:creator xml:lang="en">Rantona, Safuta</dc:creator>
	<dc:creator xml:lang="en">Sofyan, Imam</dc:creator>
	<dc:subject xml:lang="en">Tourism Events</dc:subject>
	<dc:subject xml:lang="en">Digital Public Relations</dc:subject>
	<dc:subject xml:lang="en">Government Public Relations</dc:subject>
	<dc:description xml:lang="en">Events as instruments for tourism development have become a growing trend in various regions, including Sumenep Regency, which is considered one of the most strategic areas in Madura for advancing the tourism sector. With its advantageous geographical conditions and relatively high public awareness of tourism, the Sumenep Regency Government consistently launches an annual event calendar focused on top tourist destinations such as beaches, mangrove forests, and islands. This condition demands government public relations (PR) practitioners to be increasingly adaptive to digital PR approaches, which serve as key strategies in planning and ensuring the success of tourism-based events. This study aims to: first, formulate an effective digital PR model to optimize tourism-based events; second, analyze the implementation of digital PR practices by stakeholders in Sumenep Regency. The research employs a qualitative method with a constructivist paradigm, using quick ethnography techniques, field observations, in-depth interviews, and limited focus group discussions. Informants were selected from government agencies, public relations practitioners, tourism associations, and tourists. The results show that the Sumenep Regency Government adopts three public relations communication models: Press Agentry, Public Information, and Two-Way Symmetric. Digital PR is carried out through the use of social media platforms such as Instagram, YouTube, and TikTok, as well as the official tourism website. A pentahelix collaboration between the government, community, academia, media, and the private sector has successfully increased public engagement and promotional effectiveness. The government also tailors digital content to match Generation Z preferences by producing short visual content (snackable content). This model demonstrates a successful adaptation to digital technology in supporting tourism promotion while also generating positive local economic impact.</dc:description>
	<dc:publisher xml:lang="en">Department of Communication Studies, Faculty of Social and Political Sciences, Universitas Hasanuddin</dc:publisher>
	<dc:date>2025-10-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/aiccon/article/view/47735</dc:identifier>
	<dc:identifier>10.31947/aiccon2025.v1i2.47735</dc:identifier>
	<dc:source xml:lang="en">Proceeding of The 5th ASPIKOM  International  Communication Conference (AICCON 2025); Vol. 1 No. 2 (2025): Proceeding of The 5th ASPIKOM International Communication Conference (AICCON 2025); 693-704</dc:source>
	<dc:source>3032-6966</dc:source>
	<dc:source>10.31947/aiccon2025.v1i2</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/aiccon/article/view/47735/13641</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Proceeding of The 5th ASPIKOM  International  Communication Conference (AICCON 2025)</dc:rights>
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