Copyright Holder:                   This Article is Licensed Under: 
 © Intan Putri Cahyani et al. (2023)  
 Corresponding author’s email: intanputricahyani@gmail.com 

International Journal of Management, Entrepreneurship, Social Science and Humanities, Specific Issue: Vol. 6 No. 1 (2023)  
                                https://doi.org/10.31098/ijmesh.v6i1.1348 

 

 
 

Digital Storytelling in Cultural Tourism: A Sustainable Communication 
Approach at the Lasem Heritage Foundation 

 Intan Putri Cahyani1*   , Puri Bestari Mardani2   , Yuliani Widianingsih3 
1,2,3 Universitas Pembangunan Nasional Veteran Jakarta, Indonesia 

 

Received : February 9, 2023 Revised : May 2, 2023 Accepted : May 5, 2023 Online : May 6, 2023 

Abstract 

Responsible cultural tourism requires a sustainable approach that includes preserving cultural values while 
promoting economic and environmental sustainability. This study examines why the Lasem Heritage 
Foundation chose digital storytelling as a form of sustainable communication for managing cultural tourism 
and how it aligns with sustainable communication principles. Using a case study approach and qualitative 
methods, data were collected through interviews, observation, and literature review. Findings indicate that 
digital storytelling is an effective approach to managing cultural tourism for the Lasem Heritage Foundation, 
as it provides lasting impact and message amplification. Their Instagram and Website with "Kesengsem 
Lasem" as tourism branding have helped the foundation communicate and amplify their cultural values to 
the public and promote sustainable tourism practices to wider audiences. Furthermore, The foundation's 
use of digital storytelling as a sustainable communication approach in managing cultural tourism effectively 
conveys lasting messages and helps reinforce the cultural values and environmental sustainability of the 
destination. These include (1) Ecological Trust in their website articles, (2) ecological access in their Social 
Business Programs, (3) ecological disclosures in the use of Instagram and Website as the leading platform 
of digital storytelling & communication tools with all stakeholders, and (4) ecological dialogues in their 
preservation class, series of learning clinic, and a particular program called to travel for all. Future research 
should expand the number of informants and consider additional data collection methods such as focus 
group discussions and content analysis of digital platforms. 

Keywords: Cultural Tourism; Digital Platform; Digital Storytelling; Lasem Heritage Foundation; Sustainable 
Communication 

 

INTRODUCTION 

With the nicely packaged tourism branding "Wonderful Indonesia”,  Indonesia has gained 

recognition as a country with diverse tourism destinations, including cultural tourism. Cultural 

tourism is a significant sector in sustainable development as it embodies a region's historical values 

and reflects a society's diversity and identity. In recent years, cultural tourism has gained popularity 

as a viable option for tourism in Indonesia. Tourism is an essential sector in nation-building where 

in the process, tourism builds value both for the community, the organization, and, more broadly, 

for the country (Syarifuddin, 2016). As a region within the administrative Regency of Rembang in 

Central Java, Lasem is famous for its Peranakan Culture and its rich artistic and historical heritage 

(Darmayanti & Bahauddin, 2020; Pramono & Mutiari, 2016).  

In recent years, the Lasem Heritage Foundation, a Non-Government Organisation, has 

emerged as a key player in the preservation of Lasem's heritage through its various initiatives, 

including promoting Lasem tourism and Discovering Lasem as a Tour Operator through its 

Kesengsem Lasem division. Its efforts have successfully attracted tourists, including celebrities, 

activists, researchers, and foreign tourists, to visit Lasem. The Foundation has also collaborated 

with several organizations, such as the Ministry of Education and Culture, The Ministry of Tourism 

and Creative Economy, and UNESCO, to become a national cultural heritage area. This collaboration 

is an effort by Lasem, Little China, to become a national cultural heritage area (Lukiarti & Widodo, 

2021). 

 Research Paper 

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46 
 

To communicate Lasem as a cultural heritage city, the Lasem Heritage Foundation has 

employed various digital platforms, especially social media, to showcase its cultural heritage. They 

regularly upload on Instagram feeds and stories. Not infrequently, they also hold InstaLive or Zoom 

Meetings. One of the highlights is the "Stories of Nyah Lasem" Exhibition, their hybrid exhibition in 

November 2021. The exhibition narrative focuses on the life history of Madame in Lasem, a legacy 

of the Peranakan culture. 

 

 
Figure 1. Hybrid Exhibition “Cerita Nyah Lasem” 

Source: Lasem Heritage Foundation 

 

Additionally, the Foundation has collaborated with Traval.co in a virtual program, Menyusuri 

Jejak Batik Tiga Negeri di Lasem, that explores the traces of batik from three countries. This 

program invites participants to learn about the unique features of Lasem's three-country batik, 

which is still made by hand using ancient batik techniques by batik makers in Lasem. Through 

Traval Live and the stories of the great people in Lasem, people are invited to learn a lot about batik, 

that each color in the batik of the three countries has a meaning. Each motif is on a batik Tiga Negeri, 

such as Mount Ringgit Pring, Asem-aseman, Chrysanthemum Flower, Sekar Jagat, Kendoro Kendiri, 

or the ancient Kawung Baganan. It has its own story; the origins of batik from the three Lasem 

countries are long to tell, summarizing the history of Indonesia to the cultural diversity of many 

nations. 

 



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Figure 2. Virtual Tour “Batik Tiga Negeri di Lasem” 

Source : Traval.co 

 

As the title suggests, this virtual tour explores the traces of batik from three countries, 

Lasem's iconic signature. Meanwhile, on Traval Live, virtual tour participants will be invited to 

exciting places spread across several villages in Lasem through videos and conversations with 

Lasem residents, especially batik makers, for about two hours. Lasem's typical three-country batik 

has unique features because it is still made by hand (handmade, written) by batik makers. Some 

even still use ancient batik techniques. 

This live experience will invite tour participants to walk through the small alleys, the ancient 

Chinatown complex that has existed since the 18th century, to visit the homes of batik makers. 

Virtual tour participants even had the opportunity to have long conversations and ask questions 

about batik from the three countries to batik legends in Lasem. Three people from three batik-

making families from three countries are representatives. They are Renny Priscilla (fifth 

generation) from Maranatha Ong's Art Batik House, Ekawatiningsih (sixth generation) from 

Lumintu Batik House, and Rudi Siswanto (sixth generation) from Kidang Mas Batik House. The 

digital storytelling carried out by the Lasem Heritage Foundation is curated on Kesensem Lasem's 

Instagram, which currently has around 11,000 followers as of March 2022. 



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Figure 3. Instagram Account of Lasem Heritage Foundation 

Source: Lasem Heritage Foundation 

 

 In recent years, storytelling has emerged as a popular approach to enhance the tourist 

experience. Almost all regions in Indonesia have attractive tourism potential, but not all are well 

narrated to tourists (Ibo, 2019). According to Nur Alam in Bakti et al. (2019), storytelling can make 

tourist attractions more engaging and create curiosity among potential visitors. By incorporating 

storytelling into tourism promotion, the Lasem Heritage Foundation aims to increase visitors' 

knowledge, attitude, and behavior toward Lasem's cultural heritage. 

 Responsible cultural heritage tourism concerns the destination's environmental and 

economic sustainability and cultural values. The Cape Town Declaration on Responsible Tourism 

makes at least three points related to heritage and cultural preservation. First, making a positive 

contribution to heritage preservation, and second, connecting tourists with locals for greater 

cultural understanding. Thirdly, being culturally sensitive; increases local pride and self-

confidence. In short, responsible tourism needs to be sustainable in every aspect possible (Poetry, 

2021).  

Human activities make a contribution to unsustainable development and lead to many 

environmental and social issues. Lifestyle and consumption patterns are significant reasons for 



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49 
 

unsustainability. This is due to the fact that the current behavior patterns reinforce the values that 

inspire individuals to consume rather than conserve, including cultural tourism (Sterling, 2001). 

Although communication for sustainable development is like other communication 

approaches in some ways, it is particularly effective in building bridges across numerous 

stakeholders. However, there are still some challenges that still need to be overcome. For instance, 

the application of communication in sustainable development is not achievable because of the 

properties of current media and message design, the practices adopted for the application, and 

finding approaches to assess the impact (Genç, 2017; Paolini & Blas, 2014). 

The reason why communication is fundamental for sustainable development can be 

explained by considering the character of sustainability. Firstly, societal discourse is fundamental 

to offering legitimacy in sustainable development. Secondly, sustainability is a relatively complex 

problem that requires overcoming particular societal communication. This follows the principle of 

sustainable communication, where sustainable communication has ecological sustainability as its 

focus point (Kilbourne, 2004; Ijatuyi & Olatunde, 2013). 

The use of digital storytelling in cultural tourism is a relatively new concept that has gained 

popularity in recent years. The digital format allows for greater flexibility in sharing stories, 

reaching a wider audience, and creating interactive and immersive experiences for visitors (Park 

et al., 2018). Moreover, digital storytelling is an effective approach to preserving and 

communicating cultural heritage, particularly for places with limited resources for physical 

preservation (Vilalta et al., 2019; Hinyard & Kreuter, 2007, Miller & Pennycuff, 2008). 

However, while digital storytelling has become increasingly popular in cultural tourism, 

there is still a need for theoretical and conceptual support. Several previous studies have focused 

on the use of digital storytelling in tourism promotion (e.g., Chen et al., 2018; Gretzel et al., 2015, 

Munar, 2018; Mutuveloo et al., 2020), but there is a limited understanding of the role of digital 

storytelling in preserving cultural heritage. 

Related to every content in the digital storytelling of the Lasem Heritage Foundation, the key 

messages always consist of two points. Firstly, historical value education about Lasem as a Small 

China Town, which has a unique identity and cultural diversity, and an invitation to preserve 

cultural tourism is an important key in sustainable communication. Some academic and non-

academic researchers have made Lasem a research idea concerning history and culture. Lasem 

keeps a lot of exciting stories that are not enough to be seen only but need to be explored from 

various perspectives so that they can be better understood.  

Furthermore, while the Lasem Heritage Foundation has attracted several tourists and 

visitors, including celebrities, activists, and researchers, it is important to consider the foundation's 

position within the cultural tourism domain. In this regard, it is essential to provide a theoretical 

and conceptual foundation for the study by citing previous researchers' work in the field of cultural 

tourism. The authors of this study contend that few studies have explored its potential to promote 

sustainable communication. This paper seeks to address this gap in the literature by investigating 

the role of digital storytelling in promoting sustainable communication in cultural tourism. In doing 

so, the authors aim to provide theoretical and practical insights for cultural tourism practitioners, 

policymakers, and academics interested in the potential of digital storytelling to promote 

sustainable communication. 

The novelty of this study lies in its focus on the Lasem Heritage Foundation's use of digital 

storytelling as an approach and form for sustainable communication in managing cultural tourism. 

In this study, sustainable communication refers to the use of digital storytelling to promote Lasem's 

cultural heritage while maintaining the integrity of the region's cultural values and practices. 

Based on the description, researchers are very interested in studying digital storytelling as a 

form of sustainable communication by the Lasem Heritage Foundation in managing cultural 



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tourism. This study aimed to (1) examine and analyze why digital storytelling was chosen as a form 

of sustainable communication by the Lasem Heritage Foundation in managing cultural tourism and 

(2) review and explore how digital storytelling is assessed with the principles of sustainable 

communication. 

 

LITERATURE REVIEW 
Over the past few years, storytelling has become a popular and effective tool in tourism, as it 

allows destinations and businesses to create a more meaningful and memorable experience for 

their visitors. Previous studies suggest storytelling is an effective method of enhancing cultural 

tourism experiences. Tourists seek more than just visiting a cultural site; they want to be engaged 

and understand the local history, culture, and traditions. Cultural tourism storytelling offers a 

unique opportunity to convey the local culture, values, and traditions, enabling tourists to connect 

with the destination on a more personal and emotional level (Lindawati, 2018; Makela, 2000; 

Pasupa, 2017). 

Li et al. (2018)  examined the impact of storytelling on tourist experiences in a cultural 

heritage site. They found that storytelling had a significant positive effect on tourists' emotional 

attachment, satisfaction, and loyalty toward the destination. This study highlights the importance 

of incorporating storytelling into cultural tourism experiences to enhance visitors' emotional 

connections to the destination. 

Several studies have shown the positive impact of storytelling on cultural tourism. For 

example, a study by Jiang et al. (2019) found that storytelling significantly enhanced tourists' 

emotional attachment to a destination, leading to increased satisfaction and a higher likelihood of 

return visits. Similarly, another study by Jang et al. (2018) found that storytelling increased tourists' 

understanding of local culture and history and enhanced their overall tourism experience. 

The evolution of storytelling in cultural tourism has been driven by advances in technology, 

changing visitor expectations, and the desire to create more immersive experiences. The use of 

technology such as virtual reality (VR), augmented reality (AR), and interactive installations have 

become more prevalent in cultural tourism. These technologies enable visitors to experience a site 

in a different way and can enhance the storytelling experience by providing a multi-sensory and 

immersive experience. In addition, studies have examined the use of storytelling to enhance 

visitors' experiences and engagement, with a focus on themes such as history, culture, and 

sustainability (utomo & Kurniawati, 2021; Vashist & Anand, 2018; Widodo, 2021; Widianingsih & 

Cahyani, 2020). 

Moving into 2019, researchers continued to explore the role of technology in storytelling, 

with a particular emphasis on the use of social media platforms such as Instagram and YouTube to 

create and share travel narratives. Researchers also examined the use of co-creation and co-design 

in storytelling, highlighting the potential for visitors to actively participate in the creation of stories 

and experiences. 

Additionally, Cheng et al. (2019) explored the role of digital storytelling in promoting 

sustainable tourism. They argued that digital storytelling could contribute to the sustainability of 

tourism by raising awareness of local cultures, promoting responsible behavior, and supporting 

community development. The study also highlighted the potential of digital storytelling in engaging 

and educating tourists on sustainable tourism practices. 

In recent years, there has been a shift towards more authentic and personal storytelling 

experiences. Local communities are becoming more involved in the development of cultural 

tourism products and are taking ownership of their cultural heritage. This shift is reflected in the 

growing popularity of community-led cultural tours, where locals share their personal stories and 



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traditions with tourists. This trend highlights the importance of authenticity and the desire for more 

meaningful and genuine cultural experiences (Gray, 2019, Agustina, 2020; Ahmad et al., 2019)). 

However, In 2020, the COVID-19 pandemic forced many tourism destinations to reevaluate 

their storytelling strategies, with a shift towards digital platforms and virtual experiences. 

Researchers explored the potential of these virtual experiences to reach wider audiences and 

engage visitors who may not have had the opportunity to visit in person. Furthermore, studies have 

investigated the role of storytelling in promoting destination recovery and resilience.  

Moving into 2021 and 2022, researchers have continued to explore the use of technology in 

storytelling, with a focus on the use of artificial intelligence (AI) and machine learning (ML) to 

personalize and tailor narratives to individual visitors. Furthermore, studies have explored the role 

of storytelling in promoting sustainable tourism practices and raising awareness about 

environmental issues (Park et al., 2021; Santana et al., 2021). 

Baggio et al. (2021) examined the role of storytelling in destination branding. They argued 

that storytelling could help create a strong brand identity for a destination by highlighting its 

unique culture, history, and values. The study also emphasized the importance of creating authentic 

and genuine storytelling experiences that resonate with visitors. Finally, in 2022, Buhalis et al. 

explored the use of artificial intelligence (AI) in storytelling for tourism. They argued that AI could 

facilitate the creation of personalized and interactive storytelling experiences for tourists based on 

their interests, preferences, and behavior. The study also highlighted the potential of AI in 

enhancing the efficiency and effectiveness of tourism marketing and management.  

Meanwhile, Cultural tourism is a tourism activity in which the tourist's important motivation 

is to learn, discover, experience, and consume the tangible and intangible cultural points of interest 

or products in a tourist destination. Cultural tourism covers no longer just the consumption of the 

cultural products of the past itself. It also includes a contemporary culture or the 'way of life' of a 

people or place. Cultural tourism can be regarded as a meeting between social systems and cultures 

which will produce changes in both of them (Tour et al., 2003). 

Culture can be understood as a whole of creations and works of humans, including objects 

resulting from human creativity. This aims to maintain and improve living standards, communicate, 

and make efforts to adapt to the environment. Culture has concrete forms (tools, architecture, 

clothing, crafts, and others) and abstract forms (belief systems, knowledge, values, and norms). If 

culture is associated with tourism, which in popular terms is called cultural tourism, it can be 

explained that cultural tourism is a type of tourism inherited from our ancestors based on 

traditions, arts, ceremonies, and experiences of photographing a nation or ethnic group and its 

people, reflecting the diversity and the identity of a society (Syarifuddin, 2016). 

Tourism is part of a culture that includes three forms of culture, such as (1) Tradition, local 

wisdom, and local genius from various tribes in Indonesia, (2) Various structures, life, and activities 

of traditional communities, including ritual processions; and (3) Various handicrafts and arts; 

paintings, rattan, batik various kinds of food (culinary) preparations, which are closely related to 

regional potential and provide identity to the area (Hariyanto, 2016). 

Cultural tourism is a type of tourism whose purpose is to enrich information and increase 

knowledge about people's behavior in a region, in addition to getting satisfaction and 

entertainment from the cultural products of a nation, such as traditional dances and ways of life 

(the way of life), creations. One of these humans (`artificial supply) is art (Syarifuddin, 2016). 

Cultural values, including tourism cultural values, can be seen from five aspects, namely (1) human 

nature to see aspects of the meaning of human life; (2) human nature to see the meaning of human 

relations with the natural surroundings; (3) time aspect, to see human perception of time; (4) 

activity aspect, to see human perceptions about work and deeds; and (5) relationship aspects, to 

see human relationships with other humans (Syarifuddin, 2016). 



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According to McDonagh (1998), sustainable Communication is characterized as "running 

towards a world in which humankind can preserve rather than dominate nature". It is argued that 

sustainable communication development differs from social marketing in two critical respects. 

While social marketing intends to influence the individual behavior of target audiences to improve 

their well-being and that of society, sustainable Communication has ecological sustainability as its 

focal factor (Kilbourne, 2004). 

Such apparent functions are not recognized in marketing communications, and McDonagh 

(1998) argues that they may be helpful for sustainability. During the 1980s, for instance, significant 

research was conducted on the promotion of energy conservation, and the Journal of Consumer 

Research focused on the topic. Some energy suppliers have also promoted energy conservation. It 

is clear that, while sustainability has no longer been a focal point, existing communication practices 

are not necessarily against it. However, extra is needed from a sustainability perspective as it 

requires a transformation of both practices and institutions. 

Apart from changing practices, sustainable Communication has moved society from 

excessive consumption to sustainable consumption as one of its goals (McDonagh, 1998). This is a 

challenge to the accepted way of doing things and should be based on how current sustainability 

issues are structured. A restructuring of society may be necessary to make the community culturally 

sizable and strat to an ecocentric attitude. The social, organizational, and marketing obstacles to 

this are sizeable, and introducing sustainable communications requires a standard restructuring of 

the business, government, and financial system (Kilbourne, 2004; Jumena & Amran, 2018). 

Sustainable Communication is an interactive social system of uncovering and removing 

ecological alienations between an organization and its public or stakeholders. Based on the 

perception of totality or holism, it embraces conflict and criticism via the disclosure of information 

and access to and participation in policies, organizational methods, and structures that allow open 

dialogue. So by using 'green, eco-friendly or eco-communication', organizations build trust in the 

people in society's minds and enable a utopian approach to situations with a high level of 

environmental awareness and consensus about how humanity should exist. In order to realize 

ecological sustainability (McDonagh, 1998). 

The four principles of Sustainable Communication are as followings. 

1. Ecological Trust with the continuing loss of trust and confidence in businesses and organization 

leaders leading to an ecological legitimation crisis. The objective of Sustainable Communication 

is to rebuild that trust, if it ever existed, and set up it in society generally; 

2. Ecological access; In the risk society, the issue of openness and disclosure of information has 

emerged as a discussion point in terms of being a mark of organizations looking to create and 

build trust; 

3. Ecological disclosure; more and more organizations are publicly appraised by the public. They 

are judged by what they are willing to express freely about their activities; 

4. Ecological dialogue; In this respect, it reflects Habermas' idealized speech act, but for ecology. 

Companies that are credible and wish to engage in Sustainable Communication with their 

public need ongoing dialogue to help apprehend troubles and come to be ecologically 

meaningful (McDonagh, 1998). 

Digital storytelling has become a prominent form of communication in the tourism industry. 

As a result, it has influenced the way destinations and organizations communicate their cultural 

and natural heritage to tourists (Kuncoro & Wulandari, 2021; Kurvinen & Kankainen, 2003; Lee & 

Scot, 2019). According to Chen et al. (2020), digital storytelling is defined as a technique that utilizes 

digital media tools to narrate a story. This technique allows for the integration of various 



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53 
 

multimedia components, such as images, videos, and audio, to enhance the storytelling experience 

(Kim & Ko, 2018). 

One of the critical aspects of digital storytelling in the tourism industry is its potential to 

promote sustainable communication. Sustainable communication refers to the development and 

dissemination of messages that promote sustainability while addressing the needs of stakeholders 

(Kavaliauskiene & Ruzgiene, 2020). McDonagh (2018) defines sustainable communication as "the 

use of language and visual imagery to convey messages of environmental and social responsibility 

that enhance the well-being of both individuals and the planet." 

Sustainable communication aims to create a dialogue between organizations and tourists, 

fostering mutual understanding and supporting sustainable practices. According to Buhalis and 

Amaranggana (2020), digital storytelling can contribute to sustainable communication by 

promoting the values of sustainability, authenticity, and responsibility. Through digital storytelling, 

destinations can convey their sustainability efforts, promoting the conservation of natural and 

cultural resources while educating tourists on sustainable practices. 

In conclusion, digital storytelling has the potential to revolutionize the tourism industry by 

providing a powerful tool for communicating cultural and natural heritage. By adopting sustainable 

communication practices, destinations can use digital storytelling to promote sustainable tourism 

and foster mutual understanding between organizations and tourists. 

 
RESEARCH METHOD 

The present study employed a descriptive qualitative research design with a case study 

method to investigate the use of digital storytelling as a form of sustainable communication in 

managing cultural tourism by the Lasem Heritage Foundation. The paradigm used in this study is 

constructivism, which emphasizes the subjective interpretation of social reality. 

The data were collected through in-depth interviews with three key informants, Agni 

Malagina (AM) and Baskoro Pop (BP), Founder and Chairman of the Lasem Heritage Foundation, 

and (3) Yullia Ayu (YA), PR and Project Manager of the Lasem Heritage Foundation. Additionally, 

the primary digital platforms managed by the foundation, their website and Instagram, were 

observed and monitored. The data collected through the in-depth interviews and observation were 

analyzed using qualitative data analysis, which involved analyzing the data collected, classifying 

them into specific categories, interpreting the data, and theorizing to explain and argue the findings. 

The informants were chosen based on their roles and responsibilities in the foundation's 

management and their expertise in the use of digital storytelling in cultural tourism management. 

The selection of the informants was made based on purposive sampling, a non-probability sampling 

technique that involves selecting individuals who have the information and experiences that can 

help answer the research questions (Bryman, 2017). The informants were assured of 

confidentiality, and their consent to participate in the study was obtained. 

To observe the indicators in the existing constructs in more depth, the study utilized in-depth 

interviews, which is a qualitative research method used to explore participants' perspectives and 

experiences on a particular phenomenon (Charmaz, 2014). The interviews were conducted using 

an interview guide, which contained open-ended questions that allowed the informants to express 

their views and experiences about the use of digital storytelling in cultural tourism management. 

The interview was recorded and transcribed for data analysis. The data analysis involved coding 

and categorizing the data, interpreting the data, and drawing conclusions based on the findings. 

The study also utilized observation and monitoring of the foundation's digital platform, 

which provided insight into how digital storytelling is used in managing cultural tourism. The 

observation and monitoring involved tracking the foundation's website and Instagram account to 

understand the content, frequency, and engagement of their digital storytelling approach. The data 



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collected through observation and monitoring were analyzed using content analysis, which 

involves systematically analyzing the content of communication (Krippendorff, 2018). 

Yin (2015) suggests several general strategies for case study data analysis, including 

informants in different lists, creating a matrix of categories and placing evidence into those 

categories, creating data analysis flowcharts and other tools to check the data in question, and 

entering informants into chronological order or using a particular time or group scheme. The 

authors utilized these strategies in the data analysis process to ensure the accuracy and reliability 

of the findings. 

 

FINDINGS AND DISCUSSION 
The Lasem Heritage Foundation is a community-based organization that aims to establish 

Lasem as a World Heritage City by preserving its cultural identity and promoting it as a cultural 

tourism destination. The foundation was founded in 2015 by the "Kesengsem Lasem" community, 

a group of cultural tourism activists, and was officially incorporated in 2018.  

 

“Having a vision of participating in establishing Lasem as a heritage city that reflects the 

cultural identity of Lasem and its people, the Lasem Heritage Foundation aims to make Lasem 

a World Heritage City. Realizing Lasem as a Heritage City and a World Heritage City.” - AM 

  

The missions of Lasem Heritage Foundation are (1) Strengthening the relationship between 

the Lasem community and stakeholders at the local, national, and international levels, (2) Inviting 

all elements of society to love and preserve Lasem’s cultural heritage, (3) Developing intentions and 

encouraging every individual or group who exist in the community to increase their respective 

abilities and creativity in order to welcome Lasem as a heritage city and cultural tourism 

destination, (4) Increase the active role of community elements in the utilization of cultural heritage 

in a sustainable, creative and sustainable manner, comfort and improve the quality of life for its 

inhabitants. 

The foundation has played a vital role in developing and managing cultural tourism in Lasem 

through various programs, including learning clinics, preservation classes, travel for all, and social 

business programs such as Discover Lasem, Pasar Rakyat Lasem, and Batik Tiga Negeri Virtual 

Tour. Additionally, the Lasem Heritage Foundation collaborates with several government agencies 

and creative economy product partners to strengthen its network and further promote Lasem as a 

cultural tourism destination.  

 

“We’re now in the process of restructuring Lasem to be a National Cultural Heritage Area in 

collaboration with the Ministry of Education and Culture. ” -YA.  

 

The collaboration network owned by the Lasem Heritage Foundation is quite strong, 

including (1) Ministry of Education and Culture (2019-present): Preparation of Lasem Old Town – 

National Cultural Heritage Area, ODCB Mapping, Indonesian Batik Museum, 2021 FBK Program, (2) 

Ministry Tourism and Creative Economy / Tourism and Creative Economy Agency (2019-present): 

Training on Tourism Products, Development of Cultural Arts and Religious History Tourism, Virtual 

Tour of Batik Tiga Negeri, (3) Ministry of Public Works and Public Housing (2018-2021) City DED 

Reviewer Pusaka Lasem, (4) Creative Economy Product Collaboration Jerawood (Magelang) x 

Kesengsem Lasem (Lasem-Rembang). 

 

 

 



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“In utilizing cultural heritage, our Foundation focuses on heritage objects in ancient buildings 

by carrying out Heritage Trail and Educational Tourism activities. In addition, the intangible 

heritage in the form of Lasem’s signature batik, arts, and culinary arts is packaged in the form 

of the Pasar Rakyat. The Lasem Heritage Foundation is particularly concerned about nature, 

environment, and culture preservation, spreading this mission through tourism activities, 

exceptional interest tourism, and interpretive tourism products.” -AM 

 
Instagram and Website: The Key Platform for Digital Storytelling in Cultural Tourism. 

 

“In communicating with the public, the Lasem Heritage Foundation uses two leading digital 

platforms: Instagram and the Website. Both platforms use the tourism branding “Kesengsem 

Lasem” for their names and domain. Kesengsem Lasem means “head over heels about Lasem” 

or “fall in love” with Lasem. It derives from the Javanese Language. However, before the 

pandemic of Covid 19, storytelling was carried out in the form of building added value in 

experiential marketing by tourists visiting Lasem. After the pandemic happened, the aim of 

using digital platforms is changing" - YA.  

 

Instagram and website are two of the most important platforms for digital storytelling in 

cultural tourism. The Website and Instagram @KesengsemLasem have played a vital role during 

the Covid-19 pandemic in communicating the implemented programs and building engagement 

through Digital Storytelling. Instagram, with its visual nature, allows tourism businesses to share 

photos and videos of cultural sites, experiences, and events. This platform enables them to tell 

compelling stories through social live Instagram, collaboration menus, social tagging, captions, 

hashtags, and other features such as Instagram stories, highlights, and reels. On the other hand, 

websites provide more space for detailed storytelling, including historical background, cultural 

significance, and local traditions. Websites can also take advantage of the Call to action menu to 

amplify stories and incorporate multimedia elements such as videos, 360-degree views, and virtual 

tours to engage visitors and immerse them in the cultural experience. 

 

“Instagram and the Website have become the key platforms for digital storytelling in cultural 

tourism, particularly for the Lasem Heritage Foundation. These two platforms offer unique 

features that support the Foundation in communicating its tourism branding and building 

engagement with its audience. The use of Instagram and the Website has also been crucial 

during the Covid-19 pandemic, where physical visits to Lasem were restricted." -BP. 

 

The Instagram account of the Lasem Heritage Foundation, @KesengsemLasem, has been 

used to share photos, videos, and stories about Lasem. This platform provides a creative way to 

share visual content with followers and allows for real-time engagement through features such as 

live streaming. The collaboration menu has also been utilized to collaborate with other tourism 

actors in Lasem, such as local guides and homestays. The social tagging feature enables the 

Foundation to reach a wider audience by tagging relevant users and tourism-related hashtags. 

On the other hand, the Website provides a more comprehensive space to tell stories in-

depth and breadth. The Call to Action menu allows visitors to the website to explore more about 

Lasem and the Foundation's programs, as well as to contact them for more information. The website 

also showcases Lasem's unique cultural heritage through the use of multimedia, such as photos, 

videos, and audio recordings. 



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“Instagram and website offer numerous benefits for cultural tourism. Firstly, they provide a 

cost-effective way for tourism businesses to promote their cultural assets to a global audience. 

By sharing compelling stories and immersive content, businesses can attract potential visitors, 

create brand awareness, and build relationships with their target market. Secondly, these 

platforms allow businesses to showcase the authenticity and uniqueness of their cultural assets, 

highlighting their value and contribution to the local community. This can help to increase 

visitors' appreciation and respect for local cultures, which is crucial for sustainable tourism 

development." - YA. 

The use of Instagram and the Website by the Lasem Heritage Foundation highlights the 

importance of digital storytelling in cultural tourism. These platforms offer a unique opportunity 

for cultural tourism destinations to communicate their branding and create engagement with their 

audience. The findings are in line with previous studies that emphasize the potential of digital 

platforms in tourism, particularly in storytelling and engagement. 

Another advantage of Instagram and websites for digital storytelling in cultural tourism is 

the ability to reach and engage with younger generations. Millennials and Gen Z are the largest 

consumer groups in the tourism industry, and they tend to seek unique and authentic experiences. 

By using Instagram and websites as platforms for storytelling, tourism businesses can cater to the 

preferences and expectations of these generations, showcasing cultural experiences and activities 

that align with their interests and values. 

In conclusion, the use of Instagram and the Website has proven to be effective for the Lasem 

Heritage Foundation in digital storytelling and building engagement with its audience. These 

platforms offer unique features that support the Foundation in communicating its branding and 

sharing the cultural heritage of Lasem. The findings of this study contribute to the growing body of 

knowledge on the potential of digital storytelling in cultural tourism and emphasize the importance 

of sustainable communication practices in the digital age. 

 

“However, we realize there are also challenges and limitations in using Instagram and websites 

as platforms for digital storytelling in cultural tourism. Firstly, businesses need to create high-

quality and compelling content consistently to keep visitors engaged and interested. This 

requires resources, skills, and creativity, which may not be available to all businesses, especially 

small and medium-sized ones. Secondly, there is a risk of over-tourism and cultural 

commodification if businesses prioritize commercial interests over the preservation and respect 

of local cultures. Therefore, it is crucial for businesses to follow sustainable communication 

principles, such as involving local communities, promoting responsible tourism practices, and 

respecting cultural heritage." -AM. 



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57 
 

 

Figure 4. Website Kesengsem Lasem 

 

Digital Storytelling in Cultural Tourism: Long Lasting and Potential to Grow 

The Lasem Heritage Foundation has leveraged digital storytelling to preserve and promote 

the cultural identity of the local people and attract more tourists. By combining data, visualization, 

and narrative, digital storytelling creates a more immersive experience for tourists, adding 

empathy and emotion to their understanding of the local culture. 

“In recent 5 years, digital storytelling has emerged as a powerful tool for promoting cultural 

tourism, as it combines data, visualization, and narrative to create a lasting impression and 

impact on audiences." – AM. 

 The Lasem Heritage Foundation, which focuses on developing cultural tourism, recognizes 

the potential of digital storytelling to convey historical values and sociocultural aspects that reflect 

the cultural identity of the people who live around tourist destinations. The involvement of the 

audience is crucial in digital storytelling, as it captures attention and propagates cultural messages. 

Digital storytelling also allows audiences to reproduce and distribute stories on various platforms, 

amplifying their potential reach and impact. 

“One of the main advantages of digital storytelling is its potential to reach a wider audience and 

promote the brand attitude towards cultural tourism. With the help of social media and other 

digital platforms, tourists can reproduce and distribute digital storytelling, amplifying the 

message and creating a potential for developing stories. In Lasem, digital storytelling has 

attracted new tourists who are exposed to the stories narrated by the Lasem Heritage 



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58 
 

Foundation and previous tourists. This has created a lasting impact on their understanding and 

appreciation of the local culture." – BP. 

The involvement of the audience is one of the key advantages of digital storytelling. It 

captures their attention and propagates the cultural message in a more engaging way. Digital 

stories can be considered as ESD (Education for Sustainable Development) learning materials and 

persuasive tools that engage audiences through cognitive and affective domains. The narrative 

approach is particularly effective in explaining complex science and presenting information 

through stories, drama, historical accounts, personal experiences, and faith (Dal CIn et al., 2004; DI 

Blas, 2014).  

Digital storytelling is an effective approach to promoting cultural tourism, and it is expected 

to have a long-lasting impact on tourists' perceptions and behavior. From the interviews with the 

Lasem Heritage Foundation, it was found that digital storytelling through Instagram and the 

website has become a key strategy for communicating with the public, especially during the Covid-

19 pandemic.  

 

“The use of digital storytelling has enabled the foundation to maintain engagement and 

communication with the public, despite the physical restrictions imposed by the pandemic Covid 

19.” – YA 

 

Furthermore, the Lasem Heritage Foundation has recognized the potential of digital 

storytelling in enhancing the tourists' experience and creating a sense of place.  

 

“By using different storytelling techniques, such as images, videos, and narratives, digital 

storytelling can create a more immersive and interactive experience for tourists.” – BP 

 

 This can be achieved by showcasing the unique features of the destination, such as cultural 

heritage, architecture, cuisine, and cultural performance. The potential of digital storytelling is also 

reflected in the increasing number of tourists who rely on digital media to plan and experience their 

travels. 

Existing research has also emphasized the importance of digital storytelling as a means of 

organizing a story and connecting story points. This approach is particularly effective in conveying 

complex science, which is traditionally explained in a paradigmatic way. Narrative-driven 

storytelling, on the other hand, provides a more straightforward approach to illustrating complex 

information through stories, drama, historical accounts, personal experiences, and faith.  

In addition to cognitive learning, digital storytelling can also be used as a persuasive tool to 

change individuals' attitudes, which can be challenging to achieve when individuals avoid 

information that is incongruent with their beliefs. The narrative approach can overcome this 

resistance because stories are considered entertainment rather than direct persuasive messages. 

The resistance level will increase when individuals notice that they are being directly persuaded. 

 

“The Lasem Heritage Foundation's focus on digital storytelling for cultural tourism is, therefore, 

a wise move, as it not only provides a lasting impact on audiences but also has the potential to 

grow and reach more people. The use of digital storytelling as a means of amplifying cultural 

messages is crucial, as it allows for the dissemination of stories on various platforms, reaching 

a broader audience. ” - AM 

 



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59 
 

“The importance of cultural tourism in preserving cultural heritage cannot be overstated, and 

digital storytelling presents an excellent opportunity for cultural organizations to continue 

promoting cultural heritage while adapting to the current digital landscape.” - YA 

 

The findings of this study are in line with previous research that highlights the importance of 

storytelling in cultural tourism. For example, Karami et al. (2019) suggest that storytelling can 

enhance tourists' emotional connection with the destination and create a more memorable 

experience. Similarly, Aksu et al. (2019) argue that digital storytelling can facilitate the 

communication of the destination's cultural heritage and encourage tourists to engage with the 

local community. 

Storytelling is also fundamental in how individuals acquire knowledge and communicate 

with others daily. However, changing individuals’ attitudes towards sustainability is a challenge, as 

they usually avoid information that is incongruent with their beliefs. The narrative approach can 

overcome this resistance because stories are considered entertainment rather than direct 

persuasive messages. Storytelling can create a safe space where people can engage with new ideas 

and perspectives without feeling directly attacked or judged. Digital storytelling has been used in 

many contexts to promote sustainable behaviors and environmental protection, and its 

effectiveness has been demonstrated in various studies. 

Additionally, digital storytelling in cultural tourism can also provide a unique and immersive 

experience for tourists. By incorporating multimedia elements such as images, videos, and sounds, 

digital storytelling can transport tourists to another time and place, allowing them to fully immerse 

themselves in the cultural heritage of a destination. This immersive experience can create a lasting 

impression on tourists, increasing the likelihood that they will share their experiences with others 

and recommend the destination to friends and family. 

 

“Moreover, digital storytelling can also enhance the accessibility of cultural heritage sites for 

people with disabilities. Through the use of captions, sign language interpretation and audio 

descriptions, digital storytelling can make cultural heritage sites more inclusive and accessible 

to a wider range of visitors. This not only enhances the tourist experience but also aligns with 

the principles of sustainable tourism by promoting equal opportunities for all.” – AM 

 

In terms of its potential to grow, digital storytelling in cultural tourism can be used as a tool 

for destination marketing and promotion. With the rise of social media and digital platforms, digital 

storytelling can be easily shared and disseminated, reaching a global audience and increasing 

awareness and interest in a destination. This can lead to increased tourist arrivals and revenue for 

the destination, as well as support for the conservation and preservation of cultural heritage sites. 

Overall, the integration of digital storytelling in cultural tourism has the potential to create a 

long-lasting and impactful experience for tourists, enhance the accessibility of cultural heritage 

sites, and promote destination marketing and promotion. Through the use of multimedia elements, 

storytelling techniques, and inclusive design, digital storytelling can create a unique and immersive 

experience that connects tourists with the cultural identity and heritage of a destination. As such, it 

represents a valuable tool for the development and promotion of sustainable cultural tourism. 

 

Principles of Sustainable Communication in Digital Storytelling in Cultural Tourism 

The Principles of Sustainable Communication in Digital Storytelling in Cultural Tourism are 

essential for creating a meaningful and positive impact on the environment, society, and culture. 

This discussion elaborates on four key principles: Ecological Trust, Ecological Access, Ecological 



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60 
 

Disclosure, and Ecological Dialogue. The digital storytelling of the Lasem Heritage Foundation is 

assessed based on these principles. 

1. Ecological Trusts 

This principle aims to rebuild that trust and internalize it in people's lives. In the digital 

storytelling of The Lasem Heritage, this principle is reflected in their website article titled Batik 

Tiga Negeri: the story of the journey of adiwastra, a symbol of tolerance and diversity in Indonesia 

“ As a content writer, I tried to use this article to This is to bring back the public’s belief that 

batik cloth is not just fashion but a work full of acculturation messages, melting pots, and 

cultural diversity that shape the Indonesian nation’s identity. Batik Tiga Negeri is a mirror of 

the Archipelago’s past. During difficult times of political upheaval for colonial government 

power, the rise of nationalism awareness, and the economic crisis, batik appeared with three 

color characteristics. (1) getih pitik red (chicken blood), a reflection of the Chinese tradition of 

Lasem, (2) indigo blue, the color of the typical Dutch Indo batik of Pekalongan; and (3) the color 

of sogan brown, which is full of Javanese philosophy and cultural diversity.” – AM 

Along with the development of the era, more than three decades after its emergence in the 

early 20th century, the Batik Tiga Negeri also received a touch of green, representing the color of 

Islam. Harmen C. Veldhuisen, in his book entitled Dutch Batik 1840-1940: Dutch Influence in Batik 

from Java, History, and Stories (1993), states that (sarongs) of three countries have unique designs 

and colors, the batik refers to several different places on the coast. Northern Java and inland Java. 

“These motifs are alongside the ‘prohibition’ (forbidden) motifs from the Surakarta or 

Yogyakarta palaces, such as the broken machete and kawung. A piece of batik cloth from three 

countries at that time was undoubtedly a premium product and expensive, worn mainly by Malay 

women and Chinese descendants: Dutch, Arab or local aristocrats who are.” – AM 

“An expert assisted me in batik and natural dyes from Pekalongan, Zahir Widadi, to investigate 

the DNA of batik cloth from three countries through the theory and method of hand-drawn batik 

in Central Java.” – AM 

The DNA of batik from three countries can be ascertained by the naked eye through the red 

coloring process first, followed by blue, and lastly colored by soga brown. The batik artists in Lasem 

and Pekalongan agree and ensure that the batik from the three countries is made by first dyeing 

red – Lasem. The Batik Tiga Negeri have red blanks. Then closed with indigo blue and finally entered 

sogan.” 



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Figure 5. An Article of Batik Tiga Negeri 

2. Ecological Access 

This principle is a discussion point of being a mark of organizations seeking to create and 

build trust. In digital storytelling of The Lasem Heritage, it could be discussed in Social Business 

Programs in the form of Discover Lasem, Pasar Rakyat Lasem, Virtual Tour of, Hybrid Exhibition 

"Cerita Nyah Lasem" Principles of Sustainable Communication in Digital Storytelling. The 

exhibition's narrative focuses on the life history of the ladies in Lasem, a legacy of the Peranakan 

culture.  

“ By looking back at the figures of Nyah Lasem and the social context around them, artists reflect 

on history and culture, which gave space to women's voices which so far have often been 

forgotten. This exhibition brings together local artists or art activists in Lasem and Rembang 

with artists from outside the area. Their works relate to issues of Peranakan, identity, or 

collective memory to show dialogue between those who live their cultural heritage daily and 

those looking from the outside.” – YA 

In this exhibition, Lasem's artists will show the diversity of perspectives in viewing and 

reading the history of their city and starting from cultural wealth, food, batik, or local architecture. 

The idea of Lasem as a meeting space for various cultures, such as Islam, Hindu culture, and 

contemporary life, is an exciting part to appear in various visual metaphors and other forms such 



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as design, films, or performances. For example, as shown by the artist Yon Suprayoga, his 

performance was converted into motion pictures. Yulia added that activities apart from exhibitions 

would also be sponsored by discussions and seminars. Hopefully, this would become a space for 

dialogue to develop cultural heritage and the art world in Lasem, nicknamed the City of Heritage. 

 

 

Figure 6. Some Artists in Hybrid Exhibition "Cerita Nyah Lasem” 

3. Ecological Disclosures 

This principle emphasizes transparency and honesty in communication. In The Lasem 

Heritage Foundation, this principle is reflected in their digital storytelling by disclosing the truth 

about their initiatives and programs. For instance, in the data collection process of the Batik Tiga 

Negeri article, Agni Malagina, one of the Foundation's Founders, sought the assistance of an expert 

in batik and natural dyes from Pekalongan, Zahir Widadi, to investigate the DNA of batik cloth from 

three countries through the theory and method of hand-drawn batik in Central Java. By disclosing 

its data collection process, The Lasem Heritage Foundation is showing transparency and honesty 

in its digital storytelling. Moreover, it could be discussed on the use of Instagram and the Website 

as the leading platform of digital storytelling & communication tools with all stakeholders. 

 

4. Ecological Dialogues 

This principle emphasizes the importance of dialogue and engagement for sustainable 

communication. It can help them understand the issues and become ecologically meaningful. In The 

Lasem Heritage Foundation, this principle is reflected in their Hybrid Exhibition "Cerita Nyah 

Lasem" by sponsoring discussions and seminars.  

“These activities provide a space for dialogue to develop cultural heritage and the art world in 

Lasem, also known as the City of Heritage. The Foundation's initiatives and programs create a 

platform for local artists, art activists, and outsiders to engage in dialogue and collaborate in 

preserving and promoting the cultural heritage of Lasem. ” - BP 

In addition, it could be discussed in their preservation class, series of learning clinics, and a 

unique program called "travel for all"(a thematic tourism program for disabled people). For 

example, the 29th Learning Clinic takes the ULIK BATIK: Development and Utilization of the 

Archipelago's Cultural Heritage. In their Instagram, the caption told that Batik is Indonesia's 

intangible cultural heritage with superior philosophical, cultural, and economic values for artisans, 

producers, workers, batik lovers, and the people of Indonesia. Batik has become an Indonesian 

cultural identity as well as a World Heritage. Batik not only has a universal value of excellence which 

is part of the traditions and culture of the Indonesian people but also has some challenges to be 

faced in the future. To answer this challenge, the Lasem Heritage Foundation presented various 

speakers to discuss and get to know Lasem on its journey to becoming a National Cultural Heritage 

Area.  



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Furthermore, in their 30th learning clinic series,  The Lasem Heritage Foundation has the 

theme Spreads Of Kendeng Lasem. Lasem, a coastal city in the northern part of Java Island, has a 

Saujana heritage that has become the unity of its environmental ecosystem system. The learning 

clinic raises discussions about what is exceptional and the challenges of maintaining the 

sustainability of the old city in the dynamics of its growth as a city. The Learning Clinic Series was 

held via Zoom meetings and broadcast live via Youtube and the Kesengsem Lasem website. 

 

Figure 7. Learning Clinic Series 

The Lasem Heritage Foundation's digital storytelling is aligned with the Principles of 

Sustainable Communication in Digital Storytelling in Cultural Tourism. The Foundation's initiatives 

and programs reflect their commitment to preserving, promoting, and educating the public about 

the cultural heritage of Lasem in an environmentally sustainable manner. The Foundation's digital 

storytelling not only preserves cultural heritage but also educates and raises awareness about 

cultural diversity, tolerance, and appreciation. By disclosing its data collection process, The Lasem 

Heritage Foundation is showing transparency and honesty in its digital storytelling. The 

Foundation's initiatives and programs provide access to the cultural heritage and history of Lasem 

for everyone, including locals and tourists.  

The Foundation's website and Instagram account serve as key platforms for digital 

storytelling, enabling them to effectively communicate their message to a wider audience. 

Instagram, in particular, has become a vital tool for digital storytelling as it allows for the use of 

visual content and the incorporation of storytelling techniques such as captions and hashtags. The 

Foundation's Instagram account showcases its programs and initiatives through visually appealing 

posts that attract a younger generation of cultural enthusiasts. The website, on the other hand, 

provides in-depth information about the Foundation's initiatives and programs and serves as a 

platform for interactive storytelling. By utilizing these digital platforms, The Lasem Heritage 

Foundation is able to effectively communicate its message of sustainable cultural preservation and 

education to a global audience, positioning Instagram and its website as key platforms for digital 

storytelling in sustainable communication principles. 

 

Table 1. Summaries and Key Findings of Study 

No Key Findings Summaries 
1. Instagram and 

Website: The Key 
Platform for Digital 

- Instagram and website are the most effective platforms for digital 
storytelling in cultural tourism due to their reach, interactivity, and visual 
storytelling capabilities 



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64 
 

No Key Findings Summaries 
Storytelling in 
Cultural Tourism 

- The Lasem Heritage Foundation's digital storytelling on its website and 
Instagram has successfully promoted cultural heritage and educated the 
public about cultural diversity 

2 Digital Storytelling 
in Cultural Tourism: 
Long Lasting and 
Potential to Grow 

- Digital storytelling has the potential to create a long-lasting impact on 
cultural tourism by preserving cultural heritage, promoting cultural 
diversity, and educating the public 
- Digital storytelling has the potential to reach a wider audience and 
provide access to cultural heritage for everyone, including locals and 
tourists 

3 The Principles of 
Sustainable 
Communication in 
Digital Storytelling 
in Cultural Tourism 

- Sustainable 
communication 
principles are 
essential for 
creating a positive 
impact on the 
environment, 
society, and 
culture through 
digital 
storytelling 

Ecological 
Trust 

- Publishes website articles that 
educate and raise awareness 
about cultural diversity, 
tolerance, and appreciation. 

Ecological 
Access 

- Provides social business 
programs, such as Discover 
Lasem, Pasar Rakyat Lasem, 
Virtual Tour, and Hybrid 
Exhibition "Cerita Nyah Lasem 
-  Provides access to the cultural 
heritage, art, and history of 
Lasem for everyone, including 
the locals and tourists. 

Ecological 
Disclosure 

- Discloses the truth about their 
initiatives and programs in their 
digital storytelling on IG and 
website 
-  Shows transparency and 
honesty in their data collection 
process. 

Ecological 
Dialogue 

- Creates a platform for local 
artists, art activists, and 
outsiders to engage in 
dialogue and collaborate in 
preserving and promoting the 
cultural heritage of Lasem 

- Collaborates with local artists 
and art activists to showcase 
the diversity of perspectives 
in viewing and reading the 
history of their city. 

The Lasem Heritage Foundation's digital storytelling is aligned with 
these sustainable communication principles by promoting cultural 
heritage in an environmentally sustainable manner, providing access to 
cultural heritage for everyone, being transparent and honest in their 
communication, and engaging in dialogue and collaboration for 
sustainable communication. 

Source: Primary Data 

 

CONCLUSIONS 
In conclusion, this research highlights the role of digital storytelling in cultural tourism and 

how the Lasem Heritage Foundation has implemented sustainable communication principles in its 

digital storytelling approach. The study finds that Instagram and the website are essential platforms 

for digital storytelling in cultural tourism, especially during the Covid-19 pandemic, as they help to 

communicate programs and build engagement with stakeholders. 



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65 
 

Moreover, digital storytelling is a powerful tool for conveying cultural tourism messages and 

values that reflect the cultural identity of the local community. The Lasem Heritage Foundation's 

implementation of sustainable communication principles in their digital storytelling approach, 

including ecological trust, ecological access, ecological disclosure, and ecological dialogue, has 

helped to create a positive impact on the environment, society, and culture. 

The study's findings have practical and managerial implications for cultural tourism 

foundations, including the need to implement sustainable communication principles in their digital 

storytelling approach. The Lasem Heritage Foundation's approach can serve as a model for other 

cultural tourism destinations seeking to use digital storytelling to promote their cultural heritage. 

In conclusion, this research advances the field of cultural tourism by providing insights into 

the importance of digital storytelling and sustainable communication principles. The study's 

findings can help to guide cultural tourism foundations in their efforts to promote cultural heritage 

and sustainable tourism. 

 

LIMITATION & FURTHER RESEARCH 
While this study has provided valuable insights into the sustainable communication 

approach of digital storytelling in cultural tourism at The Lasem Heritage Foundation, there are 

several limitations that need to be acknowledged. One of the limitations is related to the feasibility 

of the informants representing this qualitative study. As most of the members of The Lasem 

Heritage Foundation are volunteers and frequently change people in a short time, it is possible that 

the information obtained from them may not represent the views and experiences of all members. 

Further studies with a larger number of informants and a more diverse range of positions can help 

to provide a more comprehensive understanding of the implementation of digital storytelling in 

cultural tourism. 

Another limitation is related to the range of time in the process of observation and 

monitoring. As the researchers conducted random observations during the COVID-19 pandemic 

until mid-2022, it is possible that the findings may not fully represent the implementation of digital 

storytelling in cultural tourism in normal circumstances. Future studies can extend the time range 

to observe the implementation of digital storytelling in cultural tourism beyond the pandemic 

situation and analyze the impact of digital storytelling on tourist behavior and satisfaction. 

In terms of further research, the findings of this study suggest several potential applications 

and recommendations. Future studies can explore the effectiveness of digital storytelling in 

promoting cultural tourism sustainability in other cultural tourism destinations. Moreover, as the 

study has shown the importance of sustainable communication principles in digital storytelling, 

future studies can investigate the impact of these principles on cultural tourism sustainability. 

Additionally, research can focus on the role of social media influencers in promoting cultural 

tourism through digital storytelling and how they can contribute to sustainable communication 

principles. 

 
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