COMMUNICATION STRATEGY FOR TOUR GUIDE IN SERVING TOURISTS IN JATI VILLAGE

Abstract

This study aims to describe and analyse the communication strategies used by tour guides in serving tourists in Jati Village, Bener District, Purworejo Regency. As a developing tourist village, interaction between guides and tourists is an important aspect in providing a pleasant experience and building a positive image of the tourist village. The research method used is descriptive qualitative with data collection techniques through interviews, observations, and documentation. The results of the study indicate that tour guides in Jati Village apply interpersonal communication strategies that are persuasive, informative, and educative. These strategies include the use of polite and easy-to-understand language, the use of visual media such as brochures and local maps, and a personal approach to create comfort for tourists. In addition, guides also adjust their communication style based on the characteristics of tourists such as age, region of origin, and special interests. Communication barriers that are often faced include language differences and lack of formal training. This study suggests the importance of increasing the communication capacity of tour guides through ongoing training to support the development of sustainable tourist villages.