VISUAL STORYTELLING FOR KEMUNING TOURISM VILLAGE DEVELOPMENT: A DOCUMENTARY FILM APPROACH
DOI:
https://doi.org/10.47942/jkom.v12i2.2305Keywords:
visual storytelling, documentary film, community-based tourism, local wisdom, destination brandingAbstract
Tourism villages in rural Indonesia increasingly rely on digital promotion, yet promotional fragmentation and absentee business ownership continue to undermine community benefit and authentic visitor experience. This study examines visual storytelling through a prototype documentary film as a participatory communication strategy for Kemuning Village, Karanganyar Regency, Central Java. The study combines close documentary film analysis with a Focus Group Discussion (FGD) involving fourteen village stakeholders. Findings show that the prototype film constructs an immersive, authenticity-grounded destination identity aligned with local wisdom values, particularly togethernes and ecological stewardship. FGD analysis reveals five structural challenges: non-local asset ownership, absence of institutional assistance, promotional fragmentation, adventure tourism pricing competition, and weak environmental governance. The study argues that visual storytelling functions simultaneously as an identity anchor, a multi-platform promotion framework, a community deliberation tool, and a governance argument, four functions that position communication as the logical entry point for sustainable tourism development in Kemuning.
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