Youth Engagement and Digital Media in Promoting Rural Cultural Tourism: Evidence from Cibunar Village

Abstrak

AbstractTourism digitalization has become a key strategy in promoting rural destinations, yet many studies have focused more on cultural preservation and community empowerment than on the role of youth and social media. This study explores how young people in Cibunar Village, Garut Regency utilize digital platforms such as Instagram, TikTok, and YouTube to promote cultural and agro-tourism assets.Using a qualitative case study, data were collected through in-depth interviews, participatory observation, and documentation of online content. The findings reveal that youth act as digital ambassadors, transforming cultural traditions into attractive narratives while simultaneously building the village’s tourism brand. Their role is supported by collaboration among government, academics, businesses, communities, and media within a locally adapted digital pentahelix framework.The study concludes that digitalization not only enhances destination visibility but also strengthens local identity and economic opportunities. However, challenges remain, including generational gaps in technology adoption and risks of cultural commodification. This research contributes to rural tourism studies by offering a youth-centered digital promotion model, and provides practical guidance for policymakers, NGOs, and tourism managers in integrating digital media into sustainable rural tourism development.Keywords: rural tourism, youth, digital promotion, social media, pentahelix