Transformasi Government Public Relations dalam Pembentukan Reputasi Destinasi di Era Kreator Digital

Abstract

The rise of digital media has revolutionized tourism public relations, shifting the focus from institutions to a more collaborative and participatory ecosystem. Padang City Tourism has evolved into an ecosystem where digital artists can shape public opinion through social media content, and Government public relations agencies are no longer the exclusive arbiters of a destination's reputation. These changes indicate a restructuring of Government public relations departments, which are responsible for building good relations with the general public and managing the image of tourist destinations. This study seeks to explore how Padang City tourism PR has evolved and explain how the relationship between Government PR and digital producers impacts the standing of tourist destinations in this digital media era. The investigation employed a qualitative case study methodology. Data were collected through in-depth interviews with public relations executives from the Padang Tourism Office, local digital producers, and tourism industry participants. Observations of social media communication activities and document analysis supplemented these interviews. Thematic analysis was conducted on data reduction methods, data presentation, and findings. These results demonstrate a shift in the function of Government public relations, away from information production and toward facilitating collaborative communication, with digital producers acting as strategic partners in enhancing public trust, participation, and perceptions of destinations. These findings highlight the importance of effective communication networks, collaboration among multiple stakeholders, and authentic storytelling within the digital media ecosystem for modern tourism public relations.