Tourism Package Communication as a Strategy for Destination Development in Emerging Coastal Regions: Evidence From Jeneponto

Abstract

The research was conducted in Jeneponto Regency, South Sulawesi, Indonesia, with a particular focus on emerging coastal tourism areas. This research employed a qualitative case study design to explore how tourism package communication functions as a strategy for destination development in an emerging coastal region. The findings reveal that tourism package communication in Jeneponto remains fragmented and has not yet developed into a fully integrated system of stand-alone tourism products. Communication is mainly conducted through official promotion, digital exposure, and attraction-based visibility, but Jeneponto is still frequently positioned as an alternative destination or stopover rather than a primary tourism. The study also finds that the local government plays a supportive role, while local communities show readiness to receive visitors; however, limited private sector involvement and inadequate tourism amenities constrain destination development. In addition, weak coordination among stakeholders reduces the effectiveness of tourism package communication. The study concludes that more integrated and collaborative tourism package communication can strengthen destination identity, improve destination visibility, and generate broader economic benefits. Accordingly, stronger stakeholder coordination is needed to position Jeneponto as a stand-alone coastal tourism destination