Adaptation of Communication to Community-Based Tourism Towards Tourism 4.0

Abstract

In 2018, the Ministry of Tourism of the Republic of Indonesia stated that 70% of tourists both foreign and domestic tourists use digital media for booking and selling tourist trips; tourists who make online purchases by 51% are carried out by millennials. This condition reflects that Indonesia's tourism is ready for tourism 4.0. Thus, the Ministry of Tourism emphasizes the development of human resources to accelerate digital lifestyles. Therefore, Community Based Tourism (CBT), as a human resource at the local level, sustainable, needs to develop themselves through innovation and collaboration. This study aims to examine the structuration process of collaboration and CBT innovation during tourism digitalization. This study uses a qualitative method. Data was collected from the literature review of the last 5 years, observations and interviews to be able to see the initial communication structure and subsequent structural changes which allow and limit the innovations made by CBT. The informants selected and in accordance with the research were managers of the Tourism Skyline Village, Mangunan, Bantul, Yogyakarta Special Region Province. The results can be stated that in the management system of CBT, agents appropriate resources and rules, which were originally produced and then reproduced for deliberate adaptation through actions and interactions to achieve goals. The structure that is formed and precisely can help complete the goals of collaboration and bring about a continuous diffusion of innovation. Collaboration and innovation of CBT through cooperation in the promotion and development of tourism products with the government, Generasi Pesona Indonesia (Gen-PI), and academics is more done especially during tourism 4.0.