Digital Storytelling as a Public Relations Strategy
Case Study of Tourism Promotion in Yogyakarta
Keywords:
Digital Storytelling, Public Relations, Tourism Promotion, Destination Branding, YogyakartaAbstract
Abstract Purpose – This study investigates the effectiveness of digital storytelling as a public relations strategy to promote tourism destinations in Yogyakarta. It aims to understand how narrative-based content influences audience engagement and destination branding. Design/methods/approach – Using a qualitative case study approach, the research analyzed 15 digital storytelling campaigns published by the Yogyakarta Tourism Board across Instagram, YouTube, and TikTok. Semi-structured interviews were conducted with five PR practitioners and content creators involved in these campaigns. Content analysis was applied to identify key narrative elements and engagement metrics. Findings – Results indicate that campaigns using authentic local narratives, visual aesthetics, and interactive storytelling formats generated 35% higher engagement rates compared to conventional promotional content. Storytelling elements such as character-driven plots, emotional appeal, and cultural symbolism significantly enhanced destination image perception. Research implications/limitations – The study focuses on a single regional tourism board, which may limit generalizability to other cultural or geographical contexts. Further comparative research across different tourism destinations is recommended. Originality/value – This research contributes to public relations and tourism marketing literature by demonstrating the measurable impact of narrative-driven digital strategies on audience engagement and brand positioning, particularly in promoting cultural tourism destinations.
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