Peran Akomodasi Komunikasi dalam Strategi Branding Desa Wisata: Studi Kualitatif Deskriptif di Desa Wisata Jangglengan
DOI:
https://doi.org/10.21009/communications.8.2.4Keywords:
Desa Wisata, Media Sosial, akomodasi komunikasi, brandingAbstract
Komunikasi menjadi persoalan penting dalam branding desa wisata karena pengelola harus menyampaikan identitas lokal kepada audiens yang berbeda secara budaya, geografis, dan generasional. Penelitian ini bertujuan menganalisis peran akomodasi komunikasi dalam strategi branding Desa Wisata Jangglengan. Penelitian menggunakan pendekatan kualitatif deskriptif dengan pengumpulan data melalui wawancara terhadap tujuh informan dan observasi selama periode Juni–Agustus 2025. Data dianalisis melalui reduksi, penyajian, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa pengelola menerapkan strategi convergence, divergence, dan maintenance secara berlapis. Bahasa Indonesia digunakan untuk menjamin keterpahaman audiens lintas daerah, sedangkan bahasa Jawa dan bahasa kekinian mempertahankan identitas lokal sekaligus membangun kedekatan dengan generasi muda. Bahasa Inggris digunakan untuk memfasilitasi komunikasi dengan wisatawan internasional. Branding juga disesuaikan dengan karakter platform: Instagram menonjolkan estetika dan konsistensi identitas visual, sementara TikTok menghadirkan konten yang lebih spontan, aktual, dan relevan bagi pengguna muda. Kolaborasi dengan influencer pariwisata, media nasional, komunitas, dan desa wisata lain memperluas jangkauan sekaligus memperkuat kredibilitas destinasi. Penelitian ini menunjukkan bahwa akomodasi komunikasi dalam branding desa wisata tidak hanya berlangsung melalui penyesuaian bahasa, tetapi juga melalui adaptasi platform dan pemilihan mitra komunikasi yang sesuai dengan identitas destinasi.
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