{"id":360393,"date":"2025-07-15T16:26:34","date_gmt":"2025-07-15T09:26:34","guid":{"rendered":"https:\/\/unair.ac.id\/beyond-going-viral-tourism-ambassadors-need-cultural-and-communication-insight\/"},"modified":"2025-07-16T10:26:11","modified_gmt":"2025-07-16T03:26:11","slug":"beyond-going-viral-tourism-ambassadors-need-cultural-and-communication-insight","status":"publish","type":"post","link":"https:\/\/unair.ac.id\/en\/beyond-going-viral-tourism-ambassadors-need-cultural-and-communication-insight\/","title":{"rendered":"Beyond going viral: Tourism ambassadors need cultural and communication insight"},"content":{"rendered":"\n

UNAIR NEWS<\/strong> \u2013 The recent appointment of Rayyan Arkan Dhika, a young traditional dancer from Riau, as the province\u2019s Tourism Ambassador has sparked mixed reactions. Responding to the public discourse, Prof. Dr. Bambang Suharto, S.ST., M.M.Par, a professor of Tourism and Hospitality at Universitas Airlangga<\/a> (UNAIR), emphasized on Tuesday (July 15, 2025) that such roles should be granted through an objective process\u2014not driven solely by fleeting popularity.<\/p>\n\n

\u201cTraditions like Pacu Jalur are extraordinary and offer a valuable opportunity to showcase local heritage across Indonesia. But what we truly need is not just virality\u2014we need a thoughtful process involving proper training, cultural understanding, and strong communication skills,\u201d said Prof. Suharto.<\/p>\n\n

While he acknowledged that online popularity can serve as an entry point, Prof. Suharto warned it should not be the sole criterion for selecting a tourism ambassador. He stressed that ambassadors must do more than appear in public\u2014they must actively promote and elevate local tourism offerings.<\/p>\n\n

More than instant recognition\u2014long-term strategy<\/strong><\/h5>\n\n

Prof. Suharto highlighted the importance of building a structured and sustainable development system for tourism ambassadors. \u201cI encourage local governments to go beyond just supporting Dhika. They should work to establish a broader ecosystem that fosters themed ambassadors in areas such as arts, culture, culinary traditions, and sports tourism,\u201d he explained.<\/p>\n

\n
\"\"
Prof. Dr. Bambang Suharto, S.ST., M.M.Par, Professor of Tourism and Hospitality, Universitas Airlangga (Photo: PKIP UNAIR)<\/figcaption><\/figure><\/div>\n

He also called for a transparent and accountable selection process, supported by expert-led training sessions. \u201cAmbassadors need proper preparation. Back when I served as a judge for the Miss Tourism Indonesia pageant, candidates received training from experts like Rhenald Kasali. That kind of foundational knowledge is critical for effective regional promotion,\u201d he added.<\/p>\n\n

On the matter of age, Prof. Suharto proposed age-based categories within the ambassador program. \u201cIt\u2019s perfectly fine to have young ambassadors\u2014as long as their roles are clearly defined. For example, they can promote family tourism or children\u2019s attractions. But even so, there needs to be a structured process to ensure they\u2019re not just momentary internet sensations,\u201d he stressed.<\/p>\n\n

Cultural advocates, not just public faces<\/strong><\/h5>\n\n

Through this framework, Prof. Suharto hopes to see more young cultural advocates like Dhika emerge from across Indonesia. \u201cIf this is handled seriously, I believe the world will be in awe of our cultural diversity\u2014not just Pacu Jalur, but the richness from Papua to Aceh to Labuan Bajo. Indonesia can go viral based on its authentic identity,\u201d he said. <\/p>\n\n

He also pointed out the importance of substantive preparation for ambassadors, enabling them to thoughtfully represent and promote their regions. \u201cAn ambassador shouldn\u2019t merely act on behalf of the person who appointed them. They are representatives of their communities, not individuals,\u201d he affirmed.<\/p>\n\n

In conclusion, Prof. Suharto stressed that impactful ambassadors must have a clear market position. They should be capable of crafting compelling cultural narratives and understand their strategic role in the broader tourism ecosystem\u2014locally and nationally.<\/p>\n\n

Author: Samudra Luhur<\/p>\n\n

Editor: Yulia Rohmawati<\/p>\n","protected":false},"excerpt":{"rendered":"

UNAIR NEWS \u2013 The recent appointment of Rayyan Arkan Dhika, a young traditional dancer from Riau, as the province\u2019s Tourism Ambassador has sparked mixed reactions. Responding to the public discourse, Prof. Dr. Bambang Suharto, S.ST., M.M.Par, a professor of Tourism and Hospitality at Universitas Airlangga (UNAIR), emphasized on Tuesday (July 15, 2025) that such roles […]<\/p>\n","protected":false},"author":79,"featured_media":360331,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[48,50,4554],"tags":[14707,178,168],"class_list":["post-360393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experts","category-news-en-2","category-news","tag-news-en-3","tag-unair-en","tag-universitas-airlangga-en"],"yoast_head":"\nBeyond going viral: Tourism ambassadors need cultural and communication insight - Universitas Airlangga Official Website<\/title>\n<meta name=\"description\" content=\"The recent appointment of Rayyan Arkan Dhika, a young traditional dancer from Riau, as the province\u2019s Tourism Ambassador has sparked mixed reactions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/unair.ac.id\/en\/beyond-going-viral-tourism-ambassadors-need-cultural-and-communication-insight\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beyond going viral: Tourism ambassadors need cultural and communication insight - 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