Hexahelix Communication Network Collaboration for Bengkulu Tourism Brand Identity

Abstract

This study aims to analyze the collaboration of the hexahelix communication network in building the brand identity of Bengkulu tourism. The long-term goal of this study is to provide strategic recommendations for stakeholders, including the government, academics, business actors, communities, media, and tourists, in strengthening the image and attractiveness of regional tourism through a collaborative approach based on strategic communication. Specific targets to be achieved include identifying the roles and contributions of each actor in the hexahelix network, evaluating the effectiveness of synergy between stakeholders in promoting Bengkulu tourism, and developing innovative and adaptive communication strategies to digital trends and tourism market needs. This study uses a qualitative approach with data collection techniques in the form of content analysis, in-depth interviews, and Focus Group Discussions (FGDs) with relevant parties, such as the Tourism Office, academics, tourism business actors, local communities, media, and tourists. The data obtained were analyzed thematically to understand the dynamics of collaboration in the Hexahelix communication network and its implications for strengthening the brand identity of Bengkulu tourism. The results of the study indicate that collaboration between actors is still partial and sporadic, so strong regulations, participatory communication patterns, and ongoing coordination are needed. The research recommendations are expected to be a reference in developing a more collaborative, creative, and sustainable promotional strategy to strengthen the position of Bengkulu tourism at the national and international levels.