Penta helix communication model through community based tourism (CBT) for tourism village development in Koto Sentajo, Riau, Indonesia

Abstract

This study aims to explain the higher education institution's role in developing Koto Sentajo as tourism village and to understand the tourism communication model that synergizes with other stakeholders. This study uses a qualitative approach that emphasizes more on depth. The method describing is done by the reality that occurs by interacting directly with the research subject. The results showed that higher education institutions have an essential role in developing a tourism village development model. This communication model is useful for attracting local governments and other stakeholders to establish the Koto Sentajo tourism village. The penta helix communication model involves five main actors, namely the campus, corporate CSR, the community, the mass media, and the Kuantan Singingi regency's local government, to develop the tourism village. The communication and collaboration between stakeholders in empowering the community can accelerate the Koto Sentajo tourism village's realization as a leading cultural heritage destination.