Strategi Manajemen Komunikasi Pariwisata Hijau dalam Mendorong Pengembangan Pariwisata Ramah Lingkungan di Pantai Sebalang Lampung

Abstract

This study examines the communication management of eco-friendly tourism at Sebalang Beach, South Lampung. Employing a qualitative approach and a case study method, the research explores how communication strategies are designed and implemented to promote environmentally responsible tourism while empowering the coastal community. The findings indicate that the development of effective eco-friendly tourism at Sebalang Beach is significantly influenced by context-based message planning that integrates destination promotion with environmental education. These messages utilize simple language, persuasive visuals, and local cultural values ??to raise ecological awareness among visitors and local residents. Furthermore, participatory communication plays a vital role in empowering the coastal community to act as active participants in planning, decision-making, and day-to-day tourism management practices. This approach fosters a strong sense of ownership, social cohesion, and sustainable pro-environmental behavior. The study also reveals that synergy among local government, tourism operators, community members, youth groups, and local business owners forms the foundation of collaborative governance. Such collaboration strengthens policy legitimacy, minimizes social conflict, and supports long-term environmental sustainability. Overall, the research demonstrates that eco-friendly tourism communication grounded in stakeholder participation and collaboration is essential for achieving sustainable coastal tourism that balances environmental preservation with the socio-economic well-being of the local community.