An Analysis of Components and Communication Strategies of Digital Storytelling for the Promotion of Faith-based Tourism

Abstract

        This academic article aims to analyze the components and dynamics of storytelling communication within the context of faith-based tourism, explore the role of digital media as a strategic tool, and propose guidelines for sustainable promotion. The methodology involves the qualitative synthesis and analysis of diverse documentary sources. The analysis reveals that "narrative" or "story" is the core mechanism for constructing meaning and sanctity, comprising key elements: plot, characters, and themes. In the digital age, tourist behavior can be systematically explained through the AISAS framework, which demonstrates how digital media has become a strategic tool for amplifying these narratives. Significantly, this has transformed the role of tourists into value co-creators through their shared experiences. However, this growth presents a challenge of balancing cultural authenticity with commercialization. Therefore, this article argues that stakeholders should transition to becoming strategic storytellers who understand consumer behavior across the entire AISAS journey. This approach will enable them to create profound experiences, manage credibility, and drive the sustainable development of faith-based tourism.