Quadruple Helix Collaboration in Tourism Marketing in Banyuwangi Regency
Kolaborasi Quadruple Helix Dalam Pemasaran Pariwisata Di Kabupaten Banyuwangi
DOI:
https://doi.org/10.21070/jkmp.v14i2.2112Keywords:
quadruple helix, tourism marketing, collaboration, banyuwangi, regional tourismAbstract
Tourism is a strategic sector in regional development, contributing to economic activity, employment, and local identity. Banyuwangi Regency has developed tourism through natural and cultural attractions, festivals, and digital transformation. However, successful tourism marketing requires collaboration among government, industry, academia, and community actors to integrate resources, knowledge, and public participation. This study aims to analyze Quadruple Helix collaboration in tourism marketing in Banyuwangi Regency by identifying the mechanisms, contributions, and challenges of each actor. Using a library research method, the study reviews scientific literature and documents published during 2021–2026. Data were analyzed descriptively through information extraction, categorization of the four Quadruple Helix actors, thematic coding, and comparative synthesis. The findings show that the government acts as the main policy coordinator and facilitator through destination branding, festivals, and digital promotion. Industry contributes tourism services, packages, and commercial promotion, while academia provides research, innovation, education, and capacity development. The community contributes through tourism village management, cultural preservation, content creation, and experience-based promotion rooted in local identity. Collaboration is flexible and adaptive but remains predominantly government-led, with communication, joint activities, shared objectives, and trust as key mechanisms. Challenges include differences in digital capacity, program synchronization, and limited knowledge integration. The study’s novelty lies in mapping actor relationships, collaboration mechanisms, and contributions to Banyuwangi’s digital tourism marketing. Strengthening digital tourism marketing requires balanced roles, stronger research-policy integration, and continuous improvement of community digital capacity.
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