Analysis impact of marketing communications tourist digital based on Papuan MSMEs

Abstract

This study aims to analyze the impact of digital-based tourism marketing communication on micro, small, and medium enterprises (MSMEs) in Papua, particularly Rumah Etnik Papua, which has adopted digital strategies since 2023. The research background is rooted in the strategic contribution of the tourism sector as a major source of foreign exchange, a driver of local economic development, and an enabler of the 2030 SDGs, especially goals 1 (poverty eradication) and 8 (decent work and economic growth). However, previous studies have mostly focused on developed regions such as Java, Yogyakarta, and Bali, leaving a research gap in the context of Papua, which presents unique social, geographical, and infrastructural challenges. This research employs a descriptive qualitative approach with a case study design. Data were collected through literature review, semi-structured interviews, observations of digital activities, and documentation of online platforms, and validated using data triangulation. The findings reveal that digital marketing communication strategies are implemented through multi-channel platforms, including the website (rumahetnikpapua.com), Instagram, TikTok, TikTok Shop, and Airbnb. These strategies combine cultural storytelling with digital technology to effectively expand promotional reach, enhance awareness, and strengthen Papua’s cultural image as a unique tourism destination. Nonetheless, MSMEs still face challenges such as technical limitations in website management, inconsistent visual branding across social media, limited product content on e-commerce, and constraints in digital marketing skills as well as infrastructure. Despite these challenges, the adoption of digital strategies has brought positive impacts, including broader exposure at local, national, and global levels; increased tourist visits; the opening of new online sales channels; and stronger credibility through positive reviews, testimonials, and external collaborations.This study contributes academically by filling the literature gap on digital tourism marketing communication in the Papuan context while also providing practical recommendations for developing culture-based MSMEs through integrated digital marketing strategies.