Almubarok, Hasybu (2025) Analisis Komunikasi Wisata Budaya Lokal Dalam Melestarikan Acara Utang Tahunan Di Desa Lubuk Batu Tinggal Indragiri Hulu. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the role of local cultural tourism communication in preserving the Utang Tahunan event in Lubuk Batu Tinggal Village, Indragiri Hulu. The Utang Tahunan event is a highly valuable cultural tradition for the local community and holds significant cultural value. However, in the face of modernization challenges and tourism development, this event requires preservation efforts to remain relevant and recognized by both the younger generation and tourists. This research uses a qualitative approach with a case study method to explore the role of communication in preserving the event. The findings of the study indicate that cultural tourism communication plays an important role in preserving the Utang Tahunan event through various channels, such as the use of social media, cultural story promotions, and local community empowerment. Effective communication has increased public understanding of the importance of this event and involved them in the preservation process. However, there are several challenges, such as limited infrastructure and accessibility, which hinder the village’s ability to attract more tourists. The use of social media has also not been fully optimized as a tool for promoting this cultural event. In addition, training the younger generation regarding local cultural values and improving tourism support facilities are crucial to ensuring the continuity of the Utang Tahunan event. Based on the research results, it is recommended that Lubuk Batu Tinggal Village improve its infrastructure and accessibility, make better use of social media for promotion, and enhance cultural education programs for the younger generation. Collaboration between the village government, the community, and private sectors is also essential to support the preservation and development of the Utang Tahunan event as a sustainable cultural tourism attraction.

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