Empowerment Communication Strategy in Penting Sari Tourism Village for Achieving Sustainable Development Goals (SDGs)

Abstract

The This study comprehensively analyzes the systematic and structured communication empowerment strategies implemented by Pentingsari Tourism Village in Sleman Regency, Yogyakarta Special Region, in its efforts to achieve the Sustainable Development Goals (SDGs). This study area was chosen because of its significant continuity as a model of sustainable tourism policy that is holistically aligned with sustainable development goals, particularly in local economic development, environmental conservation, and improving the quality of life of its residents. This study uses a detailed qualitative approach with a comprehensive case study method. Data were collected over a six-month period through comprehensive participant observation, detailed interviews with various key stakeholders, including tourism village heads, community leaders, and tourism practitioners, and a careful examination of strategy documents related to tourism village development and reporting on the Sustainable Development Goals (SDGs). The study shows that Pentingsari Tourism Village continues to use several new and effective ways to communicate and empower the community to achieve the SDGs. These include: (1) bringing together all different groups, such as local residents and external partners, in a way that allows everyone to participate and contribute; (2) combining traditional media that help keep local culture alive, such as Javanese brochures and village meetings, with new digital tools, such as social media and official village websites; (3) training people in skills that directly help achieve SDG goals, such as waste management using the 3R approach (Reduce, Reuse, Recycle) for SDGs 11 and 12, and making sustainable handicraft products for SDGs 8 and 12; and (4) establishing a clear team to work on the SDGs and periodically reviewing progress to ensure the village is achieving its goals. This research contributes to communication empowerment in the complex context of SDG implementation at the village level, offering new insights into how communication can be a catalyst for social change and sustainable development. These findings can be a valuable reference for local governments, civil society organizations, and rural development practitioners in designing more effective community empowerment programs through SDG-oriented communication. Suggestions from this research, such as developing a specific curriculum for communication empowerment in tourist villages and establishing inter-village cooperation networks, are expected to increase the effectiveness of communication empowerment strategies in other tourist villages in Indonesia and in developing countries with similar characteristics.