Marketing communication strategies in community-based wellness tourism: Umbul Brintik, Klaten, Indonesia
Abstract
Background: Umbul Brintik is a community-managed wellness tourism destination operated by a Village-Owned Enterprise (BUMDes) in Klaten, Central Java. It is known for its distinctive high-pH natural spring water, which is associated with health treatments, while competing with conventional recreational water parks. Purpose: This study examines the marketing communication strategies adopted by BUMDes management to strengthen destination brand awareness. Methods: This qualitative study employed a multi-source single-case design based on Yin’s case study framework. Data were collected through field observations, document analysis, and interviews with BUMDes managers, local therapists, health academic partners, and senior visitors. The analysis was guided by Kotler and Keller’s STP model, the eight components of the integrated marketing communication mix, and Aaker’s Brand Awareness Pyramid. Results: The findings show that word-of-mouth communication, experiential engagement, particularly supervised aquatic exercises, and community outreach are the primary communication strategies. These approaches are relevant because wellness tourism relies heavily on credence attributes that require social endorsement and experiential validation. The strategies have enabled Umbul Brintik to achieve brand recall among elderly and health-conscious consumers, although top-of-mind awareness has not yet been achieved, partly due to limited structured digital marketing. Conclusion: Brand awareness in community-based wellness tourism is strengthened through the alignment of niche positioning, interpersonal trust, experiential validation, and institutional credibility. Implications: Theoretically, this study proposes a Trust-Based Niche Marketing Communication Model for credence-based tourism offerings. Practically, it provides a framework for resource-constrained BUMDes to combine interpersonal credibility with gradual digital marketing development without replacing the trust-based communication that supports niche positioning.
Keywords
Full Text:
PDFReferences
Aaker, D. A. (2018). Manajemen ekuitas merek: Memanfaatkan nilai dari suatu merek. Mitra Utama.
Al Qosam, F. I., & Taubih, L. A. (2022). Marketing communication strategy by Mr. Kickshoescare store in an effort to increase sales. KAGANGA KOMUNIKA: Journal of Communication Science, 4(2), 65–73. https://doi.org/10.36761/kagangakomunika.v4i2.1986
Alawi, T. R., & Noer, L. R. (2025). Global research trend in sustainable tourism marketing: A bibliometric approach. Journal Research of Social Science, Economics, and Management, 5(5), 9634–9650. https://doi.org/10.59141/jrssem.v5i5.1217
Anismar, A., Akmal, S., & Radma, R. (2025). Marketing tourism based community based tourism (CBT) in Aceh Selatan. Jurnal Sosiologi Dialektika Sosial, 11(1), 34–46. https://doi.org/10.29103/jsds.v11i1.10868
Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., Bywaters, D., & Walker, K. (2020). Purposive sampling: Complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 652–661. https://doi.org/10.1177/1744987120927206
Chronis, A. (2005). Coconstructing heritage at the gettysburg storyscape. Annals of Tourism Research, 32(2), 386–406. https://doi.org/10.1016/j.annals.2004.07.009
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). Sage Publications, Inc.
Disbudporapar Kabupaten Klaten. (2023). Renstra pemutakhiran Disbudporapar tahun 2021-2026. https://drive.google.com/file/d/1OGbNdzYgedFgtgHvWs7FKQG3yunRAIm2/view
Dong, P., & Siu, N. Y.-M. (2013). Servicescape elements, customer predispositions and service experience: The case of theme park visitors. Tourism Management, 36, 541–551. https://doi.org/10.1016/j.tourman.2012.09.004
Faliti, A. F., & Atmoko, A. W. (2025). Reframing destination brand experience: A systematic review of its influence on tourist satisfaction and loyalty in cultural tourism. Interdiciplinary Journal and Hummanity (INJURITY), 4(6), 432–440. https://doi.org/10.58631/injurity.v4i6.1456
Farmaki, A., Singh, P., & Hassan, V. (2024). Niche tourism and sustainability: Perspectives, practices and prospects (A. Farmaki, P. Singh, & V. Hassan (eds.)). CABI. https://doi.org/10.1079/9781800626669.0000
Febriana, B., & Setyanto, Y. (2019). Strategi komunikasi pemasaran Coffee Broker dalam meningkatkan jumlah pelanggan. Prologia, 3(1), 39. https://doi.org/10.24912/pr.v3i1.6138
Filieri, R., McLeay, F., Tsui, B., & Lin, Z. (2018). Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services. Information & Management, 55(8), 956–970. https://doi.org/10.1016/j.im.2018.04.010
Giampiccoli, A., & Kalis, J. H. (2012). Tourism, food, and culture: Community‐based tourism, local food, and community development in Mpondoland. Culture, Agriculture, Food and Environment, 34(2), 101–123. https://doi.org/10.1111/j.2153-9561.2012.01071.x
Global Wellness Institute. (2024). Global wellness economy monitor 2024. Www.Globalwellnessinstitute.Org. https://globalwellnessinstitute.org/industry-research/2024-global-wellness-economy-monitor/
Granata, G. (2020). Digital communication tools: E-WOM in the tourism & hospitality industry. International Journal of Advances in Management and Economics, 9(3), 57–61. https://doi.org/10.31270/IJAME/v09/i03/2020/7
Gunawan, W., Firsanty, F. P., Lesmana, A. C., Nugraha, A. M., Amanatin, E. L., & Lukman, F. (2026). Community-based river tourism development to enhance community empowerment in Serang City. Social Sciences & Humanities Open, 13, 102754. https://doi.org/10.1016/j.ssaho.2026.102754
Hyder, A. S., Rydback, M., Borg, E., & Osarenkhoe, A. (2019). Medical tourism in emerging markets: The role of trust, networks, and word-of-mouth. Health Marketing Quarterly, 36(3), 203–219. https://doi.org/10.1080/07359683.2019.1618008
Ilieva, G. (2022). The impact of social media on the destination image formation and tourist behavior. Izvestia Journal of the Union of Scientists - Varna, 11(1), 58–66. https://su-varna.org/journal/IJUSV-ESS/2022.11.1/58-66.pdf
Juriah, S., & Nugroho, N. (2025). The application of branding concepts in tourism villages: Building local destination identity in Banyubiru Subdistrict, Semarang Regency. Jurnal Multidisiplin Indonesia (JOUMI), 3(2), 1–7. https://doi.org/10.62007/joumi.v3i2.458
Kay Smith, M., & Diekmann, A. (2017). Tourism and wellbeing. Annals of Tourism Research, 66, 1–13. https://doi.org/10.1016/j.annals.2017.05.006
Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson.
Kumar, S., Attri, K., & Shekhar. (2018). Niche tourism: Sustainability and marketing strategies. Tourism Innovations, 8(1), 1–9. https://www.researchgate.net/publication/348835413_Niche_Tourism_Sustainability_and_Marketing_Strategies
Kusumawardhani, E. E. (2026). Community-based tourism and global quality of life dynamics: A systematic review of post-pandemic research trends. Community Service for Sustainable Community Journal, 3(1), 53–67. https://doi.org/10.61511/csjsc.v3i1.2026.3094
Liao, C., Zuo, Y., Xu, S., Law, R., & Zhang, M. (2023). Dimensions of the health benefits of wellness tourism: A review. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1071578
Lim, W. M., Rasul, T., Kumar, S., & Ala, M. (2022). Past, present, and future of customer engagement. Journal of Business Research, 140, 439–458. https://doi.org/10.1016/j.jbusres.2021.11.014
Lund, N. F., Cohen, S. A., & Scarles, C. (2018). The power of social media storytelling in destination branding. Journal of Destination Marketing & Management, 8, 271–280. https://doi.org/10.1016/j.jdmm.2017.05.003
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). Sage Publications, Inc.
Patterson, I. (2007). Information sources used by older adults for decision making about tourist and travel destinations. International Journal of Consumer Studies, 31(5), 528–533. https://doi.org/10.1111/j.1470-6431.2007.00609.x
Pera, R. (2017). Empowering the new traveller: Storytelling as a co-creative behaviour in tourism. Current Issues in Tourism, 20(4), 331–338. https://doi.org/10.1080/13683500.2014.982520
Phengkona, J. (2021). Online marketing strategies for community-based tourism in the Andaman cluster of Thailand. European Journal of Tourism Research, 28, 2814. https://doi.org/10.54055/ejtr.v28i.2046
Pradnyandari, A. A. S. D. S., Darmawan, D. P., & Arisena, G. M. K. (2025). Destination brand awareness, association, and image in building agrotourism destination brand equity. Jurnal Ecoment Global, 10(1), 17–23. https://doi.org/10.36982/jeg.v10i1.5302
Prana, S. R. (2023). The maximization of Bamed Health Care social media marketing in the pandemic era. Jurnal Manajemen Komunikasi, 7(2), 157. https://doi.org/10.24198/jmk.v7i2.39162
Riama, C. O. (2021). Peran influencer dalam proses electronic word of mouth untuk meningkatkan persepsi merek. Jurnal Manajemen Komunikasi, 5(2), 156. https://doi.org/10.24198/jmk.v5i2.27628
Rohim, S., Darmawati, D. M., Latief, J., & Alimudin, M. (2025). Tourism security and AI-based communication management of tourist interest in Pari Island. Jurnal Manajemen Komunikasi, 10(1), 112–127. https://doi.org/10.24198/jmk.v10i1.64730
Rosalina, P. D., & Teoh, M. W. (2026). Crafting wellness tourism products for sustainable development: Local stakeholders’ perspectives. Journal of Hospitality and Tourism Management, 67, 101426. https://doi.org/10.1016/j.jhtm.2026.101426
Sanjaya, D., Arief, M., Juli Setiadi, N., & Heriyati, P. (2024). Exploring the role of digital green marketing campaigns and environmental beliefs in shaping tourist behavior and revisit intentions in eco-tourism. Journal of Eastern European and Central Asian Research (JEECAR), 11(3), 553–572. https://doi.org/10.15549/jeecar.v11i3.1693
Sholihah, M.-A., & Cindoswari, A. R. (2024). Strategi komunikasi pemasaran dalam membangun brand awareness Pantai Vio-Vio di Kota Batam. SCIENTIA JOURNAL: Jurnal Ilmiah Mahasiswa, 6(4), 37–46. https://ejournal.upbatam.ac.id/index.php/scientia_journal/id/article/view/8964
Stamboulis, Y., & Skayannis, P. (2003). Innovation strategies and technology for experience-based tourism. Tourism Management, 24(1), 35–43. https://doi.org/10.1016/S0261-5177(02)00047-X
Sujatmiko, S., Ar, D. P., Hamdat, A., & Salam, K. N. (2025). User-generated content (UGC) and its impact on tourism marketing: A systematic literature review. Golden Ratio of Mapping Idea and Literature Format, 5(2), 97–105. https://doi.org/10.52970/grmilf.v5i2.1491
Supriyanto, W., & Suroso, A. (2026). The effect of destination image and e-WOM on decision to visit agrotourism. Research Horizon, 6(1), 473–484. https://doi.org/10.54518/rh.6.1.2026.979
Trisia, P. A., & Nugraha, R. N. (2022). Strategi komunikasi pemasaran Taman wisata Alam Angke Kapuk dalam meningkatkan kunjungan. Jurnal Inovasi Penelitian, 3(6), 6471–6476.
Undang-Undang (UU) Nomor 10 Tahun 2009 Tentang Kepariwisataan (2009). https://peraturan.bpk.go.id/Details/38598/uu-no-10-tahun-2009
Wahyuningrat, & Harsanto, B. T. (2025). Managing human resource in the rural tourism sector: Evidence from Indonesia. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2493312
Wijaya, F., Suryana, Miftahuddin, A., Jamiat, N., & Yusup, I. (2026). Participatory digital branding in youth-driven geotourism: Community engagement and sustainable geosite development. Geojournal of Tourism and Geosites, 65(2), 925–933. https://doi.org/10.30892/gtg.65227-1732
Yang, F. X., Li, X., & Choe, Y. (2022). What constitutes a favorable destination brand portfolio? Through the lens of coherence. Tourism Management, 90, 104480. https://doi.org/10.1016/j.tourman.2021.104480
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). Sage Publications, Inc.
DOI: https://doi.org/10.24198/jmk.v11i1.67368
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 The Author(s)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Jurnal Manajemen Komunikasi Indexed by:
2.png){kind=small}
Jurnal Manajemen Komunikasi
Faculty of Communication Sciences, Universitas Padjadjaran
Gedung Pascasarjana, Lantai 2, Fakultas Ilmu Komunikasi, Universitas Padjadjaran
Jl. Ir. Soekarno Km. 21, Jatinangor, West Java 45363, Indonesia
Phone: +62227796954
Fax: +62227794122
Email: jurnal.manajemen.komunikasi@unpad.ac.id
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Jurnal Manajemen Komunikasi Supervised by:
