Digital Communication Strategy and Innovation in Coastal Tourism MSMEs: a Case Study of Kota Pari, North Sumatra

Abstract

This study aims to analyze the business communication transformation undertaken by tourism Micro, Small, and Medium Enterprises (MSMEs) in Kota Pari, North Sumatra, through digital media platforms, and to identify the challenges and innovations they implement. The research employed a descriptive qualitative approach with a case study design in the Kota Pari area, involving 38 key MSME actors predominantly in the culinary and accommodation sectors. Primary data was gathered through interviews, and secondary data from digital documentation (MSME social media). The findings indicate that the transformation is characterized by a shift from traditional word-of-mouth promotion to digital marketing, the use of WhatsApp Business for booking and feedback, Instagram for visual catalogs, and TikTok for destination storytelling. Key challenges identified include low digital literacy, limited internet connectivity, and content inconsistency. Significant innovations include collaboration with local content creators, community-based digital training, and the "Digital Sharing" program as an innovative adaptation effort. Digital media platforms have proven successful in significantly increasing visits, orders, and local brand awareness. The study concludes that adaptation and community-driven innovation are crucial for the sustainability of tourism MSMEs in the digital age.