Mengatasi Penolakan dan Meningkatkan Partisipasi Masyarakat di Aceh: Strategi Komunikasi dalam Mengembangkan Wisata Pantai Seunuddon

Abstract

This study examines the communication strategy of the Seunuddon Sub-district Head, Aceh, in developing Seunuddon Beach tourism amidst the rejection of religious leaders and the low human resources of the community. Using a qualitative approach with case studies, data were obtained through interviews, observations, and document analysis. The findings of this study indicate that the Persuasive communication strategy carried out by the Seunuddon Sub-district Head by involving all elements of society, especially community leaders as mediators and religious leaders, as well as direct involvement of the community at the Seunuddon Beach destination location, has succeeded in overcoming resistance and increasing tourist visits to the location, thereby improving the local economy in 2025. Based on Hovland's Persuasive Communication Theory and Tosun's Community-Based Tourism Theory, this study confirms the effectiveness of inclusive communication for sustainable tourism development, although low digital literacy remains a challenge. This study offers theoretical and practical insights by enriching the literature by integrating CBT and persuasion theory in the context of peripheral tourism. Practically, these findings offer guidance for regional leaders to design inclusive, culturally sensitive, and empowerment-based communication for tourism development in rural areas.