Sustainable Tourism Development Strategy through Hyperlocal Communication in Joho Tourism Village

Indonesia has more than 83 thousand villages spread throughout the region with decent tourism potential to be developed. These various natural potentials make each region have diverse tourism potentials and become a typical tourist destination that needs to be developed through the development and optimization of Indonesian tourism. Through this development, it is a form of opportunity for the community to be able to utilize existing natural resources and then can add growth to the economy. This study aims to identify and analyze sustainable tourism development strategies through hyperlocal communication in Joho Tourism Village using BMC and SWOT analysis approaches. The research method used is qualitative descriptive with data collection techniques through in-depth interviews with the manager of Joho Tourism Village. The results of the study show that management has several strengths, such as natural tourism locations and nuances of local wisdom, competitive tour package prices, and good service. However, this management also faces several weaknesses, including lack of promotion management, accessibility, and the risk of competition with other natural tourism. Opportunity analysis shows that there is potential for improvement through the use of technology, such as digital promotion through social media platforms, websites and tourism social media accounts that can increase visibility and attract more customers. On the other hand, threats from competitors, tourist destinations, and comparison of tourist prices by customers are challenges that need to be overcome. Based on these findings, several strategies are recommended, including improving the management system of tourist villages. The implementation of these strategies is expected to improve the management of the Joho Tourism Village, so that it can increase the number of visitors and income for the Joho Tourism Village.