Public relations strategies and sustainable tourism in Tolitoli Regency: a case study in the Indonesian context

Abstract

This study investigated the influence of public relations (PR) strategies on stakeholder engagement and community participation in sustainable tourism policies in Tolitoli Regency, Central Sulawesi, Indonesia. This research addresses a significant gap in the literature regarding the application of PR strategies to sustainable tourism development, particularly in emerging tourism regions like Tolitoli. These areas, on the cusp of tourism development, face challenges in effectively engaging stakeholders and the community. Employing a qualitative case study approach, we examine how PR strategies affect the implementation of sustainable development policies in the local tourism sector. Through interviews with policymakers and stakeholders, focus groups with community members, and a review of PR materials, we selected 27 participants using purposive sampling, based on their relevance to the subject. Effective PR communication is pivotal for policy acceptance, aligning businesses with sustainability, and informing stakeholders and tourists of sustainable tourism. Community participation is transformative, stressing local involvement in culturally sensitive policies. Challenges include countering digital misinformation and balancing development with conservation efforts. Strategic PR is crucial for shaping positive destination images and educating people about the local culture and sustainability. This research provides guidelines for Tolitoli and similar regions, advocating PR training for sustainable tourism and crisis management with transparent communication. Acknowledging the potential variability in stakeholder perceptions and its focus on Tolitoli, this research’s generalizability is limited. Future research should explore PR strategies in diverse settings to understand their long-term impacts and adapt to evolving stakeholder expectations for sustainable tourism.

Keywords:

• Public relation strategies
• sustainable tourism policies
• stakeholder engagement
• community participation
• crisis management

Reviewing Editor:

• Pier Luigi Sacco, Academic Editor, DiSFiPEQ, Gabriele d’Annunzio University of Chieti and Pescara, Pescara, Italy

Subjects:

• Tourism Planning and Policy
• Tourism Marketing
• Tourism Development/Impacts
• Tourism and the Environment
• Sport Tourism

1. Introduction

Sustainable tourism is becoming, increasingly essential and, seeks a balance between environmental stewardship, social responsibility, and economic viability (Bernal Escoto et al., 2019; Lee et al., 2021). It focuses on minimizing the environmental and cultural impacts and maximizing the conservation of natural and cultural heritage. This approach is crucial in addressing global challenges such as climate change and resource depletion, emphasizing ecosystem preservation and local community integrity. Tourists are now leaning towards eco-friendly and culturally immersive experiences, making sustainable tourism pivotal to achieving the United Nations Sustainable Development Goals related to sustainable cities, communities, and responsible consumption. Economically, it promotes job creation and community development, and strengthens local economies, avoiding the disparities often seen in traditional tourism (Bosone & Nocca, 2022). Socially and culturally, it encourages engagement with local traditions, fostering cultural exchange and enriching experiences for both tourists and host communities. The UNWTO and other international frameworks advocate for sustainable tourism practices such as eco-lodges and cultural tours supporting indigenous communities (Gündüz & Onur, 2023; Samal & Dash, 2023). As sustainable methods in tourism become more critical, integrating strategies such as public relations (PR) are increasingly important for its success.

Public relations (PR) are now a critical tool in tourism development and management and are essential for shaping effective tourism policies. It plays a key role in facilitating communication among stakeholders, including local communities, tourists, and policymakers, ensuring smooth reception and implementation of tourism policies (Obradović et al., 2021; Wondirad et al., 2020). Studies have shown PR’s significant influence of PR on tourist perceptions and behaviors, underlining the importance of creating messages that resonate with audiences (Ghaderi et al., 2023; Landrum & Vasquez, 2020). In crisis situations, PR is vital for reputation management and mitigating negative impacts in the tourism industry. It also promotes sustainable tourism by emphasizing responsible travel and respect for local cultures and environments. PR campaigns, such as the World Travel & Tourism Council’s ‘Responsible Tourism’ Initiative, demonstrate its effectiveness in shaping sustainable travel attitudes (Olszewski-Strzyżowski, 2022). Moreover, PR is crucial in building and maintaining a destination’s image and enhancing its attractiveness and competitiveness. They also encourage stakeholder engagement and community participation in tourism development, leading to more inclusive and equitable outcomes.

Indonesia’s tourism sector stands as a pivotal element of its economy, celebrated for its rich tapestry of diverse landscapes and cultural heritage. This sector, contributing significantly to the GDP, especially before the pandemic, has been a cornerstone of employment across hospitality, travel services, and craft industries. The government’s active investment in infrastructure and marketing efforts, including initiatives like the ‘10 New Balis’, aims to diversify tourist destinations, promote regional development, and position Indonesia as a premier global destination. These efforts underscore the importance of tourism as a vital economic pillar, evolving with a focus on sustainable tourism models. These models strive to balance economic growth with environmental conservation and community welfare, thereby ensuring the sector’s sustainability and resilience in the face of current challenges such as post-pandemic recovery.

Focusing on the evolving landscape of tourism within Tolitoli Regency unveils its vast potential for embracing sustainable tourism. Despite its relatively underexplored status, Tolitoli boasts enchanting beaches, verdant landscapes, and a rich cultural tapestry, positioning it as an emerging gem in Indonesia’s tourism portfolio. The region’s nascent development stage presents a prime opportunity to implement sustainable tourism practices that prioritize environmental conservation, cultural preservation, and community welfare. Activities in Tolitoli, ranging from bird watching and trekking to engaging with local traditions, cater to eco-tourism, cultural tourism, and adventure tourism enthusiasts alike. This commitment to sustainable tourism seeks not only to balance economic growth with resource preservation but also to align with the global shift towards mindful travel. By doing so, Tolitoli aims to contribute positively to local economies without compromising ecological or cultural integrity, thereby fostering a resilient tourism sector poised for future challenges.

Delving deeper into Tolitoli Regency’s appeal, we explore its potential through the lens of the "4 A" framework: Attractions, Amenities, Access, and Ancillary services. This framework offers a structured approach to understanding the region’s development potential. Tolitoli’s attractions, including pristine beaches like Lalos and the biodiverse Togean Islands, along with cultural heritage sites, cater to a wide range of interests from eco-tourism and cultural immersion to adventure. However, the current limitation in amenities indicate a need for the development of sustainable infrastructure. Improving access to Tolitoli is also critical, as the less developed transport routes currently hinder tourist arrivals. Ancillary services, supported by local organizations and communities, play a crucial role in advocating for and implementing sustainable tourism practices. Addressing these four aspects is essential for enhancing visitor experiences, improving accessibility, and fostering stakeholder engagement under sustainable principles, ultimately contributing to Tolitoli’s tourism growth, regional prosperity, and resilience.

Despite Tolitoli Regency’s potential for sustainable tourism development, it faces a pivotal challenge: insufficient PR strategies crucial for shaping its digital and social media presence. While current efforts prioritize infrastructure and investment, the essential role of PR in aligning tourism initiatives with community expectations and attracting tourists is often overlooked. This neglect risks misaligning tourism policies with local and tourist expectations, undermining the effectiveness of sustainable tourism initiatives (Ali, 2023; Ormerod & Wood, 2021). PR is not only pivotal for promoting the destination but also crucial for fostering community ownership and participation, which are fundamental for sustainable tourism’s success (Spadaro et al., 2023; Zhang et al., 2022). Addressing this gap, our study investigates the integration of PR strategies within Tolitoli’s sustainable tourism development, emphasizing the importance of stakeholder engagement and community participation.

This research addresses a significant gap in literature regarding the application of PR strategies to sustainable tourism development, particularly in emerging tourism regions like Tolitoli. These areas, on the cusp of tourism development, face challenges in effectively engaging stakeholders and the community. Our article is structured as follows: It begins by establishing the theoretical underpinnings of sustainable tourism and PR in the tourism sector, elucidating their critical interaction. Subsequently, it analyzes the current tourism landscape in Tolitoli Regency and evaluates the role of PR strategies in fostering sustainable growth. The methodology section outlines the qualitative case study approach utilized for in-depth investigation. Following this, the article presents its findings and discusses their implications for sustainable tourism theory and practice. It concludes by underscoring the importance of effective PR strategies for achieving more inclusive and sustainable tourism development, providing actionable recommendations for policymakers, stakeholders, and future research in regions akin to Tolitoli.

2. Literature review

2.1 Public relations and stakeholder perceptions

In the ever-evolving field of PR within tourism, the role of shaping stakeholder perceptions and championing sustainable tourism practices has been underscored by researchers (e.g. Falatoonitoosi et al., 2022; Obradović et al., 2021; Song et al., 2021). These studies highlight the dynamic nature of PR in influencing how destinations are viewed and interacted with. Central to this effort, as Mathew (2022) emphasizes, is strategic communication, which seeks to foster positive relationships among organizations, tourists, local communities, and government bodies. This approach is not merely about promoting a destination but ensuring that the promotion is in line with environmentally sustainable and culturally sensitive practices (Herrero et al., 2022; Smith, 2020).

Furthermore, the transformative impact of digital media on tourism PR has been a significant focus of recent scholarship. Ďaďová and Soviar (2021) explore how social media and online review platforms have changed the game, requiring organizations to be more agile in managing information and responding to crises. Such adaptability has been crucial, especially in the face of natural disasters and the COVID-19 pandemic, underscoring the importance of effective communication in times of crisis. Following this, Duxbury et al. (2020) underscore the critical role of internal stakeholder engagement in fostering inclusive and sustainable tourism development, ensuring alignment across all members of the tourism ecosystem with the sector’s sustainability and ethical practice goals.

Additionally, Bec et al. (2021) highlight the evolving landscape of tourism PR, which is increasingly integrating sophisticated digital engagement tools and storytelling techniques, including virtual reality. These advancements are poised to enhance the interaction between tourists and destinations, crafting narratives that are engaging, responsible, and sustainable. Thus, the collective insights from these studies illustrate the multifaceted nature of PR in the tourism sector, showcasing its critical role in not only shaping the global narrative around destinations but also in steering the industry towards a future where sustainable practices, strategic communication, and technological innovation converge to create more meaningful and responsible tourism experiences.

2.2 Community participation and policy implementation

Engaging community members in policymaking enriches outcomes by leveraging local knowledge, as underscored by researchers like Hügel and Davies (2020) and Hyland-Wood et al. (2021). This approach leads to broadly supported policies that reflect the community’s experiences (Fernandez-Bou et al., 2021; Van Horne et al., 2023) and rely on the community’s understanding and endorsement for effectiveness (Farkas et al., 2020; Roberts et al., 2017). Clear communication from policymakers is crucial for success, enhancing cooperation and relevance (Gluckman et al., 2021; Hyland-Wood et al., 2021). In tourism, community involvement is key to offering genuine experiences that benefit both travelers and locals (Dias et al., 2023; Ghaderi et al., 2023), essential for policy development and execution that meets real needs. PR plays a pivotal role in this context, focusing on open communication and trust-building to align organizational objectives with community interests (Yudarwati & Gregory, 2022). This alignment is crucial for integrating policies effectively within the community, highlighting PR’s vital role in aligning policy intentions with community expectations. Hence, the amalgamated insights underscore the critical role of incorporating community feedback and clear communication in policymaking and PR efforts, revealing that such collaborative approaches are key to developing policies and tourism initiatives that truly resonate with the community’s genuine needs and expectations.

2.3 Communication and information management

In the realm of tourism management, combating misinformation is pivotal due to its profound implications on the perception and reputation of destinations. Recognizing this challenge, researchers advocate for proactive measures to ensure the flow of accurate information (Cillo et al., 2021; Jamal & Budke, 2020; Reyes-Menendez et al., 2019; Vasist & Krishnan, 2022). This strategic dissemination is essential not only for maintaining a destination’s image but also for safeguarding the integrity of the information that tourists receive. The intricate balance between development and conservation in tourism underscores the necessity for sustainable planning and engaging local communities.

Singh et al. (2021) and Shanshan et al. (2023) emphasize the importance of this equilibrium, advocating for approaches that conscientiously preserve natural and cultural resources while fostering tourism growth. Such sustainable practices are instrumental in maintaining the ecological and cultural integrity of tourist destinations. Misinformation can significantly distort tourist expectations, potentially leading to dissatisfaction and adversely affecting a destination’s appeal and future prospects. Dedeoğlu and Boğan (2021) and Zheng et al. (2021) highlight the critical need for tourism authorities to actively correct misconceptions, thereby aligning tourist expectations with reality. Ensuring that tourists have accurate information is crucial for facilitating positive experiences and sustaining a destination’s popularity. Moreover, the advocacy for responsible tourism practices and authentic cultural representation reflects a broader commitment to environmental sustainability and intercultural understanding (Martínez et al., 2019; Roxas et al., 2020). These practices are vital for fostering a respectful and meaningful engagement with tourism destinations, emphasizing the role of accurate information in promoting a sustainable and enriching global tourism landscape.

2.4 Community engagement and relationship building

Incorporating cultural uniqueness into PR strategies for tourism involves spotlighting the traditional practices and local customs of a destination, positioning these elements as distinctive attractions. This approach, as noted by Arumugam et al. (2023), Kennedy et al. (2023), and Sun et al. (2023), capitalizes on the growing desire among tourists for authentic experiences. By emphasizing what makes a destination uniquely appealing, PR professionals can effectively draw in tourists seeking deeper cultural immersion.

Trust in tourism fundamentally depends on transparent communication, which not only boosts overall satisfaction but also effectively manages expectations by providing clear and honest information about attractions and cultural norms (Arroyo et al., 2023; Khairy et al., 2023; Rheu et al., 2021). This level of transparency is crucial in building and maintaining the credibility of a destination. Furthermore, PR strategies play a crucial educational role, informing tourists about destinations, shaping their expectations, and advocating for responsible tourism practices. PR efforts significantly contribute to tourist education, promoting a more informed and respectful engagement with destinations (Confetto et al., 2023; Garda, 2023; Hysa et al., 2021; Lee et al., 2021). Such strategies are instrumental in fostering sustainable tourism practices and ensuring tourists are well-prepared for their travel experiences.

In addition, PR is instrumental in communicating sustainable initiatives and managing crises effectively. PR strategies are pivotal in advocating for sustainable tourism and efficient crisis management, and through careful messaging and strategic communication, they can significantly impact how destinations navigate challenges and maintain their commitment to sustainability (Chau et al., 2023). Lastly, the concept of inclusive tourism development, emphasized by Gillovic and McIntosh (2020) and Liasidou et al. (2019), focuses on ensuring tourism experiences are accessible to all, promoting cultural sensitivity, and guaranteeing that the economic benefits of tourism are equitably distributed among local communities. This approach contributes to a tourism sector that is not only more equitable and diverse but also more sustainable and resilient, showcasing the power of thoughtful PR strategies in creating meaningful and lasting impacts in the realm of tourism.

3. Research method

3.1 Research design

This study employs a qualitative case study methodology, as recommended by Yin (2003), to explore the influence of PR strategies on implementing sustainable development policies in Tolitoli Regency’s tourism sector. The case study approach is justified by its effectiveness in capturing complex interactions in a real-life context. To comprehensively understand how PR strategies shape stakeholder engagement and community participation in sustainable tourism development, we used three complementary techniques. First, interviews with key policymakers and stakeholders provided strategic insights into their motivations, challenges, and the outcomes of PR practices, offering in-depth perspectives from those who shape tourism policy. Second, focus groups with community members captured grassroots responses to PR initiatives, providing valuable feedback on how different community segments perceive and engage with sustainable tourism practices. Lastly, reviewing PR materials like brochures, social media posts, and press releases allowed us to assess the consistency, clarity, and effectiveness of the messaging. This combination of methods offers a holistic understanding of PR strategies in the Tolitoli context. Interviews revealed strategic intentions and implementation challenges, focus groups highlighted the community’s perception and participation, and PR material analysis ensured that the messaging aligns with policy goals. Together, these approaches demonstrate how aligning PR strategies with policy objectives significantly bolsters community involvement and, by extension, the success of sustainable tourism development. By triangulating these data sources, this research provides valuable insights into the importance of strategic communication for achieving sustainable development goals.

3.2 Ethical approval statemen

The research project received ethics approval from The Ethical Committee of Universitas Jember, East Java, Indonesia ensuring that all research activities were conducted in compliance with the highest ethical guidelines and standards. The ethics committee evaluated the research proposal and methodologies, granting approval on 27th April 2023, with the ethics approval number: ECUJ-2023-04JMB-01. This approval confirms that the research project met all necessary ethical requirements and guidelines for studies involving human participants.

The informed consent was obtained from all participants involved in the study. Prior to their participation, each participant was fully informed about the study’s aims, methods, anticipated benefits, and potential risks. Consent was provided in written form, ensuring that participants were willing to participate and understood the nature of the research.

3.3 Research participants

In this study, we employ purposive sampling to gain detailed and specific insights into sustainable tourism. There were 27 participants were selected for their unique experiences and roles, which ensured a variety of perspectives for the study. We chose five Tourism Industry Professionals (TIP) for their extensive experience and influential positions in the industry, providing essential insights into the operationalization and impact of sustainable tourism policies. Additionally, four Local Government Officials (LGO) were included for their roles in policy formulation and implementation, offering a governmental viewpoint on sustainable tourism policymaking.

Ten Domestic Tourists (DT) who recently visited the Tolitoli Regency were selected to understand the visitor experience and the effects of sustainable tourism policies. Their perspectives are invaluable for assessing the impact of a tourist’s viewpoint. Furthermore, four Environmental Activists (EA), known for their active involvement in environmental advocacy within the tourism sector, were chosen. Their input helps us to understand the environmental aspects and implications of tourism policies. To gain insight into community response and involvement in sustainable tourism initiatives, we included a Local Community Leader (LCL) and four community members with deep connections to the local community.

The aim of choosing this varied group of respondents was to ensure a comprehensive and multifaceted exploration of sustainable tourism, ultimately leading to data saturation. This diversity of perspectives enriches the research and provides a holistic view that encompasses many dimensions of sustainable tourism. This method ensured that each participant contributed informed and relevant insights based on their unique experiences. This approach allows for a comprehensive understanding of sustainable tourism from operational, governmental, consumer, environmental, and community perspectives, thereby achieving data saturation. The demographic information of the participants is presented in Table 1.

Table 1. Demography of participants.

No.	Gender	Age range	Profession
1	Male	30–40	Tourism Industry Professionals (Car rental owner)
2	Male	40–50	Tourism Industry Professionals (A hotel owner)
3	Male	40–50	Tourism Industry Professionals (Food Service Owner)
4	Male	40–50	Tourism Industry Professionals (Tourism Boards and Government Agencies)
5	Male	40–50	Tourism Industry Professionals (Cultural and Heritage Preserver)
6	Male	40–50	Local Government Officials (Policy Maker and Regulator)
7	Male	40–50	Local Government Officials (Infrastructure Developer)
8	Male	40–50	Local Government Officials (Community Engagement and Support)
9	Male	40–50	Local Government Officials (Investor/Funder)
10	Male	40–50	Tourists (Domestic)
11	Female	20–30	Tourists (Domestic)
12	Male	30–40	Tourists (Domestic)
13	Male	40–50	Tourists (Domestic)
14	Male	40–50	Tourists (Domestic)
15	Female	20–30	Tourists (Domestic)
16	Male	30–40	Tourists (Domestic)
17	Male	40–50	Tourists (Domestic)
18	Male	30–40	Tourists (Domestic)
19	Female	20–30	Tourists (Domestic)
20	Male	30–40	Environmental Activists
21	Male	30–40	Environmental Activists
22	Male	30–40	Environmental Activists
23	Male	30–40	Environmental Activists
24	Male	40–50	Local Community Leader
25	Female	30–40	Local Community member
26	Male	30–40	Local Community member
27	Male	30–40	Local Community member

3.4 Data collection

In this study, semi-structured interviews were conducted with a diverse range of participants. These interviews were thoughtfully set in environments that closely aligned with the participants’ backgrounds and roles, encouraging in-depth and insightful conversations. The semi-structured interview questions primarily focused on exploring the various types of social changes, as highlighted in previous studies, including those by Confetto et al. (2023), Duxbury et al. (2020), Hyland-Wood et al. (2021), Mathew (2022), Roxas et al. (2020), Wondirad et al. (2020), and Zhang et al. (2023).

Tourism industry professionals were interviewed in their professional environments, such as offices or tourism sites, to delve into their direct experiences with PR strategies and their impact on sustainable tourism policies. Local government officials were engaged in government offices, fostering discussions centered on policy development and implementation. Conversations with domestic tourists took place in more relaxed environments in some local cafés and tourism spots, encouraging them to share their perceptions and experiences openly. Environmental activists were interviewed in informal settings with a focus on the ecological aspects of tourism policies. Finally, local community leaders and members were approached in communal spaces within the community, enabling discussions about the community’s engagement and response to tourism policies. This strategic approach to setting and context in the interviews was crucial for eliciting detailed and honest feedback, essential for understanding the complex dynamics of PR strategies in sustainable tourism development in the Tolitoli Regency.

Integral to this methodology was a strong commitment to ethical practice, particularly in obtaining informed consent from all participants. Prior to the interviews, each participant received a clear explanation of the study’s objectives, their role, and the use of their data, ensuring a comprehensive understanding across diverse backgrounds. They were assured of voluntary participation, confidentiality, and the right to withdraw at any time. This process of informed consent, anchored with respect to participant autonomy and rights, was not only a cornerstone of ethical compliance, but also essential in building a trustful environment. By fostering comfort and respect, it enhanced the authenticity and quality of the data collected, which is crucial for a nuanced understanding of the dynamics at play in PR strategies and sustainable tourism development in the Tolitoli Regency.

Throughout the research process, careful attention is paid to the concept of data saturation. As the interviews progressed, each new discussion was meticulously analyzed for emerging themes and insights related to PR strategies in sustainable tourism. This ongoing analysis was vital in determining when additional interviews would cease to contribute to novel perspectives or deeper understanding. It became evident that Data saturation was reached when responses from various participant groups began to echo previously gathered insights, with no new significant themes emerging from subsequent conversations. This saturation point was crucial in ensuring that the research encompassed a comprehensive and thorough exploration of the topic while also marking the completion of the data collection phase. The recognition of data saturation underscores the rigor and depth of the study, highlighting that the collected data sufficiently represent the diverse perspectives and experiences within the Tolitoli Regency, thus providing a solid foundation for the subsequent analysis and conclusions drawn in this research.

3.5 Data analysis

In our investigation, we employed a thematic case study methodology to analyze qualitative data, drawing upon the framework established by Braun and Clarke (2006). This method entailed a comprehensive five-step process aimed at uncovering and connecting recurring themes within the qualitative data that were directly aligned with our research objectives. Our approach began with in-depth engagement with the data, where we conducted multiple readings of the interview transcripts to develop a profound understanding of the participants’ responses. This immersion helped us create preliminary codes, systematically categorizing similar terms and phrases that resonated with our research aims.

For Research Question 1, which focused on examining how the integration of PR strategies influences stakeholder engagement and community participation in implementing sustainable tourism policies, we focus on dissecting the nuances of communication tactics and their perceived effectiveness. This meticulous process led to the identification of key themes such as ‘Public Relations and Stakeholder Perceptions,’ which delved into how different stakeholders perceive and react to PR efforts, and ‘Community Participation and Policy Implementation,’ exploring the role of community involvement in the success of sustainable tourism policies.

Moving to Research Question 2, which addressed the challenges and opportunities presented by PR in managing misinformation and resistance to tourism projects as well as crisis management in emerging tourism destinations, our analysis shifted to understanding the dynamics of information dissemination and relationship management. In this stage, the analysis revealed themes like ‘Communication and Information Management,’ highlighting strategies to counter misinformation and effectively disseminate accurate information, and ‘Community Engagement and Relationship Building,’ focusing on how PR can foster stronger ties and trust between the tourism industry and local communities.

Through this thematic analysis, we ensured a rigorous and iterative process of coding, category creation, and theme development, allowing us to draw comprehensive insights into the complex interplay of public relations strategies, stakeholder engagement, and policy implementation in the context of sustainable tourism. This in-depth approach was instrumental in uncovering the multifaceted challenges and opportunities in the realm of PR within tourism development.

4. Findings

RQ 1: How does the integration of PR strategies influence stakeholder engagement and community participation in the implementation for sustainable tourism policies in Tolitoli Regency?

In addressing our first research question, as highlighted above, two primary themes have emerged as pivotal: ‘Public Relations and Stakeholder Perceptions’, ‘Community Participation and Policy Implementation’. These themes collectively form the cornerstone of our analysis, underscoring the intricate relationship between how PR shapes the perceptions of various stakeholders and the vital role of community participation in the effective implementation of policies. This dual focus offers a comprehensive understanding of the dynamics at play in the realms of policy implementation and stakeholder engagement.

4.1 Public relations and stakeholder perceptions

Tourism Industry Professionals (TIP) stress the significance of PR in clarifying the goals and benefits of these policies and aligning business practices with sustainability for mutual environmental and industrial benefits. Local Government Officials (LGO) further underscore the essential role of PR in communicating the importance and impact of these policies. This communication fosters engagement with the community and tourists, addressing concerns and ensuring that the policies are effective and well-received. The following are their responses.

[…] effective public relations strategies significantly influence how we perceive sustainable tourism policies […] transparent communication helps us align our business practices with these policies, ensuring a more sustainable approach to tourism that benefits both the industry and the environment […] (Interviewee 4)

[…]. By engaging with the community and tourists, we can address concerns, gather feedback, and ensure that our policies are both effective and well received. […] (Interviewee 6)

From the perspective of Domestic Tourists, information disseminated through PR shapes their understanding of travel sustainability. It not only educates them about the impact of their actions but also sways their destination choices towards those prioritizing sustainability. The following are some highlights of their responses.

[…] My perception of sustainable tourism policies is largely influenced by the information I receive. Good public relations efforts made me more aware of the importance of sustainability in travel. [….] They educate me on how my actions can support these policies, making me more likely to choose destinations that prioritize sustainability. (Interviewee 15)

Environmental Activists (EA) highlight a different aspect, emphasizing the role of PR in advocating for environmental conservation. Effective communication by these groups highlights the ecological impacts of tourism, thereby rallying support for sustainable practices.

Following is a snippet from their responses.

[…] They can either enhance or undermine our efforts to promote environmental conservation. Effective communication that underscores the ecological impact of tourism helps garner support for sustainable practices and policies. […] (Interviewee 20)

Local Community Leaders offer a grassroots perspective, noting how sustainable tourism policy communication affects the community’s perception and cooperation. Effective PR are pivotal, transforming these policies from being seen as restrictive to beneficial, fostering community ownership, and ensuring successful policy implementation. Here, is a fragment of their statement.

[…] Effective public relations ensure that these policies are seen as beneficial rather than restrictive. It helps in fostering a sense of ownership and responsibility among community members, leading to better implementation and success of these policies […] (Interviewee 24)

In summary, across these diverse perspectives, effective PR strategies emerge as crucial in shaping and aligning stakeholder perceptions towards sustainable tourism policies. They play a vital role in ensuring a clear understanding, aligning interests, educating and influencing choices, supporting conservation efforts, and fostering active community involvement. This comprehensive and multifaceted approach is key to the successful implementation and acceptance of sustainable tourism policies in the Tolitoli Regency, highlighting the power of well-strategized communication in achieving sustainability goals.

4.2 Community participation and policy implementation

Tourism Industry Professionals (TIP) emphasize the transformative impact of community participation in sustainable tourism, highlighting how it is effectively fostered by PR. This inclusive approach not only ensures that policies resonate with local realities, enhancing their likelihood of success but also encourages communities to contribute insights. Such engagement leads to the development of policies that are both practical and respectful of the local traditions and environments. Below are excerpts from their responses:

[…] It ensures that the policies are grounded in local realities and are more likely to be successful. Engaged communities provide valuable insights, leading to policies that are both practical and respectful of local traditions and environments. […] (Interviewee 1)

Building on this, Local Government Officials accentuate the pivotal role of PR in driving community involvement. They noted that when communities understand and support sustainable tourism policies, the implementation process becomes much smoother. This synergy between PR and community support allows the tailoring of policies to local needs, significantly enhancing their effectiveness and acceptance. Here, is an extract from the following viewpoints.

[…] Public relations drive community involvement, which is crucial for the success of sustainable tourism policies. […] When the community understands and supports these policies, implementation becomes smoother. Their participation ensures that policies are tailored to local needs, thereby increasing their effectiveness and acceptance. (Interviewee 7)

From the perspective of Domestic Tourists, the visibility of active community involvement, often a byproduct of strategic PR efforts, significantly enriches their travel experience. This involvement acts as a testament to a destination’s commitment to sustainability and respect for local values and the environment, thereby elevating the destination’s attractiveness and imparting deeper meaning to travel experiences. Here is a glimpse of their comments.

[…] seeing active community involvement in sustainable tourism, often facilitated by public relations efforts, enhances my experience. […] It shows that the destination is committed to sustainability and that my visit supports local values and the environment. This makes the destination more attractive and meaningful. (Interviewee 17)

From the standpoint of Environmental Activists, the essential nature of community participation in ensuring the longevity and effectiveness of sustainable tourism policies has been highlighted. They emphasize that PR are critical in mobilizing community support and raising awareness. Through these efforts, communities are not just informed, but transformed into advocates for sustainable practices, which is crucial for the overarching goal of environmental conservation. Presented here are a portion of their comments.

[…] Public relations play a key role in mobilizing community support and awareness. […] When communities are involved and informed, they become advocates for sustainable practices, which are crucial for environmental conservation. (Interviewee 22)

Echoing these sentiments, local community members note the influential role of PR in fostering greater community engagement and awareness regarding sustainable tourism policies. Such engagement cultivates a sense of ownership and responsibility within the community, which is instrumental in ensuring that these policies are not only respected, but also diligently adhered to, thereby guaranteeing their success. The following is a snippet from their responses.

[…] Through public relations, our community becomes more engaged and informed about sustainable tourism policies. This leads to a sense of ownership and responsibility for the policies. […] When the community is involved in the planning and implementation stages, the policies are more likely to be respected and adhered to, ensuring their success. (Interviewee 26)

In summary, across all diverse stakeholder groups, there is consensus on the crucial role of PR in enhancing community participation in sustainable tourism policies. This participation is universally recognized as essential for ensuring that policies are not only practical and respectful of local contexts, but also effectively implemented and successful over the long term. The recurring pattern in these responses underscores that effective communication and community involvement are inextricably linked and fundamental to the success of sustainable tourism initiatives.

RQ 2: What are the challenges and opportunities presented by PR in addressing misinformation and resistance to tourism projects, and crises in emerging tourism destinations like Tolitoli?

In addressing the second research question, as previously outlined, our analysis revealed two predominant themes: ‘Communication and Information Management’, ‘Community Engagement and Relationship Building’. These themes are integral to understanding the underlying dynamics of the subject. They encapsulate the essential processes of how effective communication and information management strategies are employed, and the significance of fostering robust community engagement and relationship building in our study area. This dual thematic focus provides a comprehensive lens through which the complexities and nuances of our research questions can be thoroughly examined and understood.

4.3 Communication and information management

Tourism Industry Professionals have identified the proliferation of inaccurate information about the environmental and cultural impacts of tourism projects as a significant challenge. Crucially, they point out the tendency for rumors and exaggerations on social media, which can adversely affect the reputation of destinations, such as Tolitoli. Additionally, they face a substantial struggle to effectively communicate the economic benefits of tourism to local communities, which may harbor fears about the erosion of their traditional ways of life. The following is a condensed version of these remarks:

[…] The main challenge we face is the spread of inaccurate information about the environmental and cultural impacts of our projects. […] There is a tendency for rumors and exaggerations to circulate on social media, which can tarnish the reputation of emerging destinations like Tolitoli. (Interviewee 4)

Moreover, Local Government Officials emphasize the difficulty of striking a balance between development and conservation. They encounter resistance from locals, who are often skeptical of the changes brought about by tourism, a sentiment frequently fueled by misinformation about the government’s role and intentions. Thus, overcoming these challenges necessitates transparent communication and the demonstration of tangible community benefits such as job creation and improved infrastructure. The following are trimmed excerpts from their responses:

[…] We often encounter resistance from locals who are wary of changes in tourism. Misinformation regarding the government’s role and intentions can fuel this resistance. […] Ensuring transparent communication and showing tangible benefits to the community, such as job creation and improved infrastructure, are crucial to overcoming these challenges. (Interviewee 8)

Similarly, Domestic Tourists (DT) have noticed a gap in their understanding of the local culture and environment, a situation exacerbated by misinformation. This often leads to misconceptions about what to expect in emerging destinations such as Tolitoli. They advocate that PR teams provide accurate and detailed information about local customs and environmental conservation efforts, aiming to encourage responsible tourism. The following are the distilled elements of their feedback.

[…] I noticed a gap in understanding the local culture and environment. Misinformation often leads to misconceptions about what to expect in emerging destinations such as Tolitoli. […] PR teams need to provide accurate, detailed information about local customs and environmental conservation efforts to encourage responsible tourism. (Interviewee 18)

Similarly, Environmental Activists (EA) highlight the challenge of ensuring that tourism development is sustainable and non-detrimental to the local ecosystem. They observed a tendency among PR teams to prioritize tourism promotion over environmental concerns, leading to resistance from groups dedicated to sustainability. Transparency in environmental impact assessments and the inclusion of NGOs in the planning process are crucial for fostering responsible tourism practices. Here is a collation of their viewpoints:

[…] The challenge is ensuring that tourism development is sustainable and does not harm the local ecosystem. […] PR teams prioritize promoting tourism over environmental concerns, leading to resistance from groups such as ours. They need to be more transparent regarding environmental impact assessments. (Interviewee 23)

Finally, one of the Local Community Members voiced concerns about preserving their culture and lifestyle amidst the influx of tourists. They observed that misinformation regarding the benefits of tourism projects often breeds unrealistic expectations among community members. To counter this, PR teams are advised to engage more directly with local leaders and residents, providing clear and truthful information on both the impacts and benefits of tourism projects. A compendium of their responses is presented below:

[…] Our main concern is preserving our culture and lifestyle amidst the influx of tourists. Misinformation about the benefits of tourism projects often creates unrealistic expectations for community members. […] PR teams need to engage more directly with local leaders and residents, providing clear and honest information about the impacts and benefits of tourism projects. (Interviewee 26).

In summary, the pattern that emerged from these responses indicates that the primary challenges for PR teams in emerging tourism destinations such as Tolitoli revolve around combating misinformation, balancing development with conservation, promoting an understanding of local cultures and environments, ensuring sustainable practices, and engaging effectively with local communities. Addressing these challenges requires a comprehensive approach that emphasizes transparency, direct engagement, and a respectful understanding of local dynamics to manage resistance successfully and cultivate positive perceptions of tourism projects.

4.4 Community engagement and relationship building

Tourism Industry Professionals emphasize the importance of shaping the narrative of Tolitoli’s tourism through PR. They suggest leveraging an area’s cultural and natural uniqueness to spark interest and counter negative perceptions. Collaborating with influencers and travel bloggers for positive coverage is a strategic move to reach a broader, more diverse audience. In their view, effective PR can transform challenges into opportunities, positioning Tolitoli as an eco-friendly, culturally rich destination. Here, is the condensed collage of their remarks.

[…] We can pique interest and counteract negative perceptions. Engaging with influencers and travel bloggers for positive coverage also presents an opportunity to reach a wider and more diverse audience. […] Effective PR can transform challenges into opportunities to showcase Tolitoli as an eco-friendly and culturally rich destination. (Interviewee 5)

Local Government Officials focus on the necessity of transparent communication to build trust between locals and potential tourists. Regular updates on development plans and the proactive addressing of concerns are key to alleviating resistance. PR is also viewed as a platform to promote Tolitoli as a destination that harmonizes tourism with sustainability, potentially attracting responsible investors and partners. Here, is an extract from the following viewpoints.

[…] By regularly updating the community and tourists about development plans, and addressing concerns proactively, we can alleviate resistance. […] PR offers us a platform to promote Tolitoli as a destination that balances tourism with sustainability, potentially attracting investors and partners interested in responsible tourism. (Interviewee 9)

From the perspective of Domestic Tourists, informative and engaging in PR campaigns are crucial in enhancing the appeal of a destination like Tolitoli. Strategies that provide deep insights into local culture, traditions, and natural beauty can create a more immersive and attractive experience, educating tourists and managing expectations, especially in times of crisis. Here, is a selection based on their replies.

[…] Strategies that offer a real insight into the local culture, traditions, and natural beauty can create a more immersive and appealing experience. […] This not only educates tourists but also helps in managing expectations, which are crucial in crisis situations. (Interviewee 19)

Environmental Activists have highlighted the role of PR in advocating sustainable tourism practices. By showcasing Tolitoli’s environmental initiatives and collaborating with NGOs, the destination can establish itself as a leader in eco-tourism. This approach not only aids in managing potential ecological crises, but also appeals to environmentally conscious tourists, tapping into a niche market. The following is a snippet from their responses.

[…] By highlighting Tolitoli’s environmental initiatives and collaboration with NGOs, the destination can position itself as a leader in eco-tourism. […] This not only helps in managing potential ecological crises but also attracts tourists who are environmentally conscious, thereby opening a niche market. (Interviewee 22)

Local Community Members emphasize the importance of PR strategies that involve direct community engagement. Giving the local community a voice in promotional materials and decision-making processes ensures inclusive tourism. This method can transform resistance into collaboration, as community members feel that their culture and lifestyle are respected and preserved, while also opening opportunities for local economic growth through tourism. The following are a sample of their remarks:

[…] We ensure that tourism development is inclusive. This approach can turn resistance into collaboration as community members feel that their culture and lifestyle are respected and preserved. […] It presents an opportunity for local economic growth through tourism. (Interviewee 27)

In summary, the pattern across these responses indicates that effective PR strategies in emerging tourism destinations such as Tolitoli involve a blend of narrative shaping, transparent communication, cultural and environmental advocacy, and community involvement. These strategies not only address the challenges of resistance and crisis management, but also unlock opportunities for sustainable and inclusive tourism development, catering to a diverse range of stakeholders.

5. Discussion

The aim of this study is to investigate the impact of PR strategies on stakeholder engagement and community participation in sustainable tourism policies in the Tolitoli Regency. It focuses on two key aspects: first, assessing how PR influence stakeholders and community involvement in policy implementation, and second, identifying the challenges and opportunities PR present in addressing misinformation, resistance, and crises in the emerging tourism destination of Tolitoli.

In the realm of PR and stakeholder perceptions, the pivotal role of PR, as emphasized by TIP, aligns with the research of Jan et al. (2021) and Gunarathne et al. (2021), who underscore the significance of clear communication in shaping policy acceptance and aligning business practices with sustainability. Likewise, LGOs emphasize the essential role of PR in conveying the importance and impact of policies, as highlighted by Hudson et al. (2019), emphasizing the necessity of transparent communication in government roles for effective policy implementation. Chandran et al. (2021) echoed DTs’ perspective, highlighting how PR shape understanding and decision-making. The advocacy role of PR in environmental conservation is emphasized by EA, aligning with Dwivedi et al. (2023), who underscore strategic communication’s role in rallying support for sustainable practices. LCL underscores the transformative potential of PR at the grassroots level, resonating with Holmes et al. (2019), who noted the importance of community engagement for successful policy implementation.

From the perspective of community participation and policy implementation, TIP stresses the transformative impact of community participation, aligning with Li et al. (2020) in highlighting the necessity of local community involvement for practical, culturally sensitive policy development. The role of PR in enhancing community involvement is also noted by LGOs and finds support in Petridou and Mintrom (2021), who emphasize the importance of community understanding in policy success. DTs’ perspective on enriching travel experiences through community involvement is highlighted by Breiby et al. (2020), who discuss the value of authentic local experiences in sustainable tourism. EA emphasizes the critical nature of community participation for the longevity and effectiveness of policies, a point made by Rim et al. (2020), who stressed PR’ role in mobilizing community support. LCL notes the influential role of PR in fostering community engagement, supported by Roxas et al. (2020), who underscore the importance of community involvement in ensuring adherence to sustainable tourism policies.

In communication and information management, the study highlights several challenges in the tourism sector, particularly concerning misinformation and its impact on destinations like Tolitoli. Issues raised by TIP about the spread of inaccurate information align with Wiesenberg and Tench (2020), who highlighted the impact of digital platforms on destination reputation and the need for strategic communication to address misinformation. LGOs’ challenge in balancing development and conservation, compounded by resistance due to misinformation, echoes Wanner et al. (2020), who emphasized transparent communication in tourism development. Ahmad et al. (2020) highlighted the need to address misunderstandings about local cultures to shape tourist expectations in emerging destinations, a concern shared by DTs. EAs’ focus on tourism promotion over environmental sustainability reflects Harden-Davies et al. (2020), who advocate for a balanced approach that safeguards ecological integrity. Lastly, LCLs’ apprehension regarding cultural preservation amid tourism development underlines the need for accurate information, resonating with Kitzie et al. (2020) in emphasizing community-centric communication strategies.

In ‘Community Engagement and Relationship Building’, the study emphasizes the role of strategic PR in shaping narratives and building relationships. TIP’s utilization of cultural uniqueness aligns with Arroyo et al. (2023), who highlight PR’s power in crafting positive destination images. LGO’s focus on transparent communication to build trust between locals and tourists is supported by Berbekova et al. (2021), who emphasized proactive communication in tourism development. DTs’ need for informative and engaging PR campaigns is highlighted by Chilufya et al. (2019), underscoring PR’s role in educating tourists and managing expectations. Environmental Activists emphasize PR’s role in advocating sustainable tourism practices and crisis management, aligning with Goffi et al. (2019), who discuss the importance of highlighting environmental initiatives in destination promotion. Lastly, LCLs’ insistence on direct community involvement in PR strategies resonates with Bellato and Cheer’s (2021) views on inclusive tourism development that integrates local culture and lifestyle.

Reflecting on this comprehensive analysis, the study elucidates significant theoretical advancements and practical implications. Theoretically, it underscores the critical role of PR in enhancing stakeholder engagement and community participation, foundational for successful policy implementation. This insight extends academic discourse by integrating strategic communication within sustainable tourism development, offering a novel perspective on stakeholder and community relations. Practically, the research outlines a path for PR strategies to cultivate more engaged and informed community participation. It emphasizes training programs focused on sustainable practices and strategic communication, not only raising the standards of PR practice in tourism but also fostering innovative engagement models that respect cultural nuances, ensuring effective and harmonious policy implementation.

Moreover, the study sheds light on crisis management, particularly regarding misinformation and resistance. By offering actionable strategies to combat these challenges, it contributes to resilience and sustainable growth in emerging tourism destinations. The emphasis on marketing campaigns targeted at environmentally conscious travelers and collaborative frameworks signifies a strategic move toward sustainable tourism promotion, balancing ecological preservation with tourism development. Lastly, the study provides profound insights into maintaining cultural integrity amid tourism expansion. This delicate balance is crucial for destinations aiming to preserve their heritage while welcoming tourists. These insights enrich the practical toolkit for destination management and reinforce sustainable tourism as a holistic concept encompassing cultural, environmental, and economic dimensions.

In essence, this study enriches the discourse on sustainable tourism, PR, and community engagement, highlighting the indispensable role of strategic communication and inclusive participation in fostering the responsible growth of destinations like Tolitoli. Nevertheless, it acknowledges the inherent limitations related to the variability of stakeholder perceptions and the evolving nature of tourism trends, which may affect the universality of its conclusions. The specific focus on Tolitoli also invites further investigation to explore the applicability of these findings across diverse cultural and geographical landscapes, thus broadening the scope of this foundational research.

6. Conclusions

This study critically explores the role of PR strategies in enhancing stakeholder engagement and fostering community participation within the sustainable tourism framework of Tolitoli Regency. It significantly advances knowledge in the field by establishing the centrality of effective communication in PR to facilitate policy acceptance, align business operations with sustainability goals, and educate both stakeholders and tourists on the importance of sustainable tourism practices. A key contribution of this research lies in its in-depth analysis of community involvement, demonstrating how such engagement is crucial for the successful implementation of tourism policies that are both effective and culturally sensitive. The findings reveal that strategic PR is essential in promoting stakeholder engagement and community participation, effectively managing digital misinformation, and maintaining a balance between tourism development and environmental conservation. The research underscores PR’s vital role in educating stakeholders, aligning business practices with sustainability, and shaping positive destination narratives.

Offering practical implications, this research provides valuable insights for policymakers and PR practitioners in Tolitoli and similar contexts. It advocates for the development of comprehensive PR training programs that emphasize sustainable tourism and proactive engagement with communities. Furthermore, it outlines strategies for transparent communication as a means to effectively manage crises and misinformation, thereby building community support for sustainable tourism initiatives. The study recommends that tourism sectors invest in training and resources to enhance their communication strategies, focusing on the accuracy and clarity of information distributed to both locals and tourists to foster a sustainable tourism culture.

However, the research acknowledges its limitations, notably the potential variability in stakeholder perceptions and its primary focus on the Tolitoli Regency. These factors may affect the generalizability of the findings. The geographical focus on Tolitoli limits the extent to which the results can be applied universally, as cultural and contextual differences in other regions may lead to different outcomes. These limitations highlight the need for further studies across diverse cultural and geographical settings to validate the findings and explore the broader applicability of the proposed PR strategies. Future research should also investigate the long-term effects of PR strategies on sustainable tourism practices and explore new methodologies for stakeholder engagement and crisis management in the digital era. Such studies are essential for adapting to changing stakeholder expectations and evolving tourism trends, ultimately contributing to the sustainable development of emerging tourism destinations and enriching the field’s understanding of the dynamic interplay between PR and sustainable tourism.

Authors’ Contributions

Conception and Design: MS and IKM conceptualized and designed the research study, including the development of the research questions and methodology. HP and AL contributed to the design phase, providing valuable insights and expertise in specific areas. Analysis and Interpretation of Data: Data analysis was primarily conducted by MS, AN, and DHA. They performed data analyses, interpreted results, and contributed to the generation of key findings. Drafting of the Paper: The initial draft of the manuscript was prepared by MS and IKM. They were actively involved in writing the introduction, methods, and results sections. Revising Critically for Intellectual Content: Substantial contributions to the critical revision of the manuscript were made by HP, AL, AN. They provided feedback, revised content, and ensured the intellectual rigor of the paper. Final Approval of the Version to be Published: All authors, MS, IKM, HP, AL, AN, DHA, reviewed and approved the final version of the manuscript for publication. Accountability for All Aspects of the Work: All authors agree to be accountable for all aspects of the work, ensuring the integrity and accuracy of the research and manuscript.

Disclosure statement

No conflict of interest to declare.

Data availability statement

Data will be available from the corresponding author ([email protected]) upon reasonable request.

Additional information

Funding

The authors declare that no external funding or sponsorship was received for this research study.

Notes on contributors

Mohammad Sawir

Mohammad Sawir is a faculty member in the Faculty of Social Sciences at Universitas Madako Tolitoli, Indonesia. His research interests evolve around public administration, with a particular focus on governance, policy analysis, and community development. Additionally, he has a keen interest in the study of public sector reform, local government management, and the impact of administrative practices on social welfare. He actively engages in interdisciplinary research and contributes to academic discussions through publications and conferences.

I. Ketut Mastika

I. Ketut Mastika is a Professor at Universitas Jember, Indonesia. His research focuses on ecotourism, sustainable tourism development, and the socio-economic impacts of tourism on local communities. Additionally, he explores the conservation of natural resources, cultural heritage preservation, and the role of tourism in promoting environmental awareness.

Hadi Prayitno

Hadi Prayitno is a Professor at Universitas Jember, Indonesia. His research interests revolve around public health, medical social work, and occupational health. He focuses on the intersection of health and social well-being, particularly in the context of workplace environments. He actively contributes to academic literature, engages in public health initiatives, and collaborates with both local and international health organizations to promote better health practices.

Ayu Lestari

Ayu Lestari is a faculty member in the Faculty of Social Sciences at Universitas Madako Tolitoli, Indonesia. Her research interests revolve around public administration and public policy implementation. She focuses on the practical aspects of policy enactment, governance, and the effectiveness of administrative processes.

Andi Nur’aini

Andi Nur’aini is a faculty member in the Faculty of Social Sciences at Universitas Madako Tolitoli, Indonesia. Her research interests center on public service, focusing on the efficiency and effectiveness of service delivery, citizen satisfaction, and the role of technology in enhancing public services. She also examines the challenges and opportunities in public sector innovation, the impact of policy decisions on service quality, and strategies for improving transparency and accountability in government services.

Daniati Hi. Arsyad

Daniati Hi. Arsyad is a faculty member in the Faculty of Social Sciences at Universitas Madako Tolitoli, Indonesia. Her research interests include administrative ethics and public policy implementation. She focuses on the ethical dimensions of public administration, the moral responsibilities of public officials, and the principles guiding ethical decision-making in government. Additionally, she explores the processes and challenges of implementing public policies, evaluating their effectiveness, and understanding the factors that influence successful policy outcomes.