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KOMUNIKASI PERSUASIF PEMANDU WISATA MENGENALKAN SEJARAH PADA KEGIATAN WALKING TOUR ALON.MLAMPAH
This study discusses the persuasive communication used by tour guides in introducing historical places through walking tour activities from alon.mlampah. The background of this study is the rapid growth of alternative tourism due to public participation and the importance of persuasive communication in conveying messages to foster awareness of historical insight among the community. This study formulates the problem of how the persuasive communication patterns used by tour guides in walking tour activities. The approach used is descriptive qualitative with data collection techniques in the form of observation, in-depth interviews, and documentation. Using persuasive communication theory with one of the theoretical models is the Transtheoretical Model (Stages of Change) from James Prochaska and Norcross. The results of the study show that tour guides from alon.mlampah apply systematic persuasive communication patterns starting from pre-activities through social media to build initial attention, plan narratives based on historical research, to convey communicative and educational stories to participants during the activity. The communication patterns applied are able to build positive perceptions, increase active participation of participants, and strengthen collective memory of visits on the route taken. In addition, the guides are also able to maintain the sustainability of relationships with participants through maintaining communication after the activity takes place. This study concludes that the success of introducing historical sites through alternative tourism such as walking tours is largely determined by the guide's skills in implementing persuasive communication. This study is expected to be an academic reference for the development of how guides convey messages with persuasive communication stages in the history-based tourism sector in the future.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
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