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E-JURNAL Pariwisata Sebagai Media Komunikasi Budaya Berkelanjutan (Studi Deskriptif Kualitatif di Kabupaten Lombok Utara)
Tourism as a medium of communication, strengthens cultural values in
terms of the tourist attraction of a region. Cultural values, can provide benefits to
social, environmental and economic aspects. This study used an exploration
approach, the data was collected using in-depth interviews, observation, and
literature review. The results of this study prove that tourism can be a medium of
communication in strengthening the development of sustainable cultural values, if
communicated well and effectively by interested parties namely, government,
businessmen, the community including Sasak Customary Institutions and other
groups, such as Tourism Awareness Group, it can be presented the integrity of the
display of art based on local wisdom which is supported by the beauty of the
panorama of nature, so as to strengthen and increase the popularity of a Tourist
Attraction.
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