DIGITAL PUBLIC RELATIONS FOR PROMOTING EXPERIENTIAL TOURISM AND CREATING VALUE FOR HONEY PRODUCTS

Abstract

This research aims to study the context of tourism for developing digital public relations for experiential tourism in order to create added value for honey products. The research methodology is qualitative, using in-depth interviews and focus group discussions through semi-structured interviews. The sample selection criteria were purposive, targeting agencies related to tourism from both the public and private sectors, marketing communication experts, and a group of 33 beekeeping farmers, along with participant observation and document research. The research findings indicate that farmers, as the resource owner, should be a community communicator with strategic thinking skills, capable of market analysis and producing content highlighting the uniqueness of honey products, including forest garden honey, processed honey products, and creative experiential tourism activities within the community context. These can be disseminated through multi-platform, product sales at various festivals, and mainstream media.

Keywords: Digital public relations, Marketing Communication, Experiential Tourism, Honey