Integrated marketing communication of sustainable tourism based on MSMEs in achieving SDGs 8

Sunuantari, Manik and Gunawan, Imsar and Wibowo, Ganjar (2025) Integrated marketing communication of sustainable tourism based on MSMEs in achieving SDGs 8. Journal of Lifestyle and SDGs Review, 5 (9). e07637. ISSN 2965-730X

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Abstract

Objective: This study aims to explore the activities of integrated marketing communication of sustainable tourism based on micro, small, and medium enterprises in empowering their business activities to attain the Sustainable Development Goals 8 (SDG 8), focusing on sustainable economic growth for the welfare of community. Cebter of the theme is how to drive community initiatives and their contribution to SDGs for sustainable city in Garut Regency, Indonesia. Theoretical Framework: The theoretical frameworks are integrated tourism marketing communication, SDG 8, necessity entrepreneurship, and sustainable tourism. Method: This study employs a qualitative case study approach in Garut Regency, consisting of 42 districts, 21 subdistricts, and 421 villages. Data are analyzed from the informants participating in the activities of integrated marketing communication of sustainable tourism, namely, government, businesses, community, business association, academia, media, and local society around the tourism sites. Results and Discussion: The results show that MSME activities help improve tourist visits and boost regional revenue. MSMEs are the necessity entrepreneurs who run the business due to various environmental forces, and their revenue is not measured based on customer valuation. So, return on customer-investment still cannot be considered. Research Implications: This study provides insights for policymakers and other stakeholders (MSME actors, businesses, tourism driving community, academia, and media) to develop an integrated marketing communication strategy of sustainable tourism, aligned with the SDGs 8. Originality/Value: This study offers a novel strategy of integrated marketing communication for MSMEs to support sustainable tourism for the welfare of community.

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