SYSTEMATIC COMMUNICATION FOR VALUE CREATION IN FAITH-BASED TOURISM DESTINATIONS

Abstract

This academic article aims to define and conceptualize faith-based tourism, alongside an exploration of its dimensions of added value. It examines the importance of systematic communication strategies in enhancing faith-based tourism destinations, emphasizing the roles of Local Administrative Organizations (LAOs) and local communities in driving effective communication initiatives. Furthermore, the article analyzes challenges and offers recommendations for establishing systematic communication and creating added value within the context of faith-based tourism, particularly in an era where tourists increasingly seek direct, self-directed experiential and emotional connections. Despite its potential, systematic communication faces challenges, including limitations in personnel and budget, inconsistencies in strategic planning, and the need to balance the preservation of traditional identities with the pursuit of economic returns. Effective systematic communication necessitates a comprehensive approach, beginning with thorough target audience analysis, content development, selection of appropriate communication channels, ongoing evaluation, and continuous improvement. This ensures that communication efforts create impactful experiences, evoke shared sentiments, and contribute to the sustainable development of faith-based tourism destinations across all dimensions. Specifically, this article explores key aspects, including the definition and meaning of faith-based tourism and its dimensions of value creation, the role of systematic communication in enhancing faith-based tourism destinations, the contributions of Local Administrative Organizations (LAOs) and communities in driving communication, and an analysis of the associated challenges. Recommendations are provided for fostering systematic communication and value creation at both the policy and operational levels. At the policy level, these include promoting personnel capacity building, providing financial support, and fostering integrated collaborative networks. At the operational level, recommendations emphasize gaining a deep understanding of target audiences, crafting narratives that reflect local legends, beliefs, and identities, utilizing both traditional and new media in a complementary manner, and empowering communities to act as hosts and storytellers