TOURISM AMBASSADOR AND IMAGE MANAGEMENT IN MARGINALIZED AREAS OF BREBES REGENCY
Keywords:
Tourism Ambassador, destination image, digital media, tourism promotion, marginalized areas, Public RelationsAbstract
This research discusses the strategic role of Tourism Ambassador in image management and tourism promotion in marginalized areas, with a focus on Brebes Regency, Central Java. Through the use of digital or new media such as Instagram, Tourism Ambassadors function as a Public Relations (PR) tool to form a positive destination image among tourists. This research uses a qualitative approach with direct observation and secondary data analysis related to tourism promotion in marginalized areas. The results showed that Tourism Ambassador play an important role in managing public perception of destinations through community-based promotion strategies and digital media. Infrastructure and accessibility challenges in marginalized areas can be overcome with good image management and effective PR campaigns. This study concludes that image management through digital media is an important tool in attracting tourists and improving the local economy in less optimally developed areas.References
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