Abstract
Galela community participation in the implementation of the Festival Tanjung Bongo (FTB) shows the existence of a partnership pattern in accordance with pentahelix elements. This research uses qualitative method with case study approach to describe the level of local community participation in preparation of Festival activities and various dynamics that occur in realizing these activities. An in-depth interviews, observation and document studies were implemented in order to generate data. The triangulation techniques were implemented as data validation techniques to obtain credible information. The results of this study indicate that the local government becomes a stimulus for community participation in the planning and preparation stage of the Tanjung Bongo Festival event, although the activity was postponed due to the refusal from the National League for Democracy (LMND eks) executives related to the readiness of supporting infrastructure. On the other hand, the pentahelix element of government synergy, academic, association, community and media becomes the very essential factors in organizing the festival. Meanwhile, the level of community participation can be categorized to achieve the level of citizen control in accordance with Arnstein (1969). Keywords : Digital Campaign, North Halmahera, Participation, Pentahelix, Tanjung Bongo Festival.
Highlights
Tourism in the precarious era shows fluctuations in tourist demand
The results of this study indicate that the local government becomes a stimulus for community participation in the planning and preparation stage of the Tanjung Bongo Festival event, the activity was postponed due to the refusal from the National Student League for Democracy Executives related to the readiness of supporting infrastructure
This study focuses on the participation of multimedia entrepreneurs for the imaging of local tourism destinations through the KASBI Community in the form of digital advertisements supporting the implementation of Tanjung Bongo Festival and the utilization of social media to convey the aspiration of Tanjung Bongo Festival's delay
Summary
Tourism in the precarious era shows fluctuations in tourist demand. Lise and Tol [1] show that demand for tourism products is influenced by climate change, so the prediction of tourist visits from year to year always shows different results. Technological developments bring about changes in tourism marketing strategies, as well as efforts to increase the quantity and quality of tourism products and services cannot be separated from the digital era [5]. The use of technology in the marketing strategy can improve the quality of products and services offered to the consumers [6] This shows that digital advertisement becomes effective and efficient strategies in marketing the product. Hospitality determines the quality of service provided by the hotel and it affects expectations of individual values, digital advertising is based on market segmentation results [10]. This shows that the digital advertisement has been. Digital Tourism Campaign of North Halmahera District (Singgalen et al) used by the hospitality industry as an integral part of the tourism sector
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