Developing Sustainable Tourism Digital Promotional Messages through AI-Assisted Co-Creation: A Case Study of Kemuning Tourism Village
DOI:
https://doi.org/10.12928/channel.v14i2.2406Keywords:
AI-assisted co-creation, Generative AI, Sustainable tourism communication, Tourism villageAbstract
This study examines how digital promotional messages for sustainable tourism are developed through AI-assisted co-creation and how the resulting narratives are implemented on Instagram in Kemuning Tourism Village, Karanganyar, Indonesia. A qualitative descriptive case study was conducted involving 25 participants, including village government representatives, members of the Tourism Awareness Group (Pokdarwis), destination managers, youth organization (Karang Taruna) members, local MSME managers, and tourists. Data were collected through in-depth interviews, focus group discussions (FGDs), an AI workshop, observations, and a literature review. The findings identify three interrelated stages in message development: co-creation, AI-assisted development, and human validation. During co-creation, stakeholders established core narratives based on local stories, cultural values, environmental conservation practices, and community economic contributions. ChatGPT then developed alternative storytelling content, captions, and calls to action for Instagram. Human validation ensured the resulting messages were accurate, authentic, culturally appropriate, and contextually relevant. The narratives were subsequently published as Instagram captions, photos, and videos emphasizing local culture, community empowerment, and educational tourism, while environmental sustainability was less explicitly represented. The study demonstrates how generative AI can support the development of sustainability-oriented promotional messages without replacing local knowledge and stakeholder judgment. It extends co-creation research by positioning human validation as a distinct stage in AI-assisted message development and offers a structured workflow that tourism village managers and facilitators may adapt and further evaluate in other contexts.
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