Analysis of Berberukaria Tour's Public Relations Strategy in Building Relationships with Stakeholders in the Creative Industries

Jelita Nindia Laksita, Mishel Deriani Afriadi, Maritza Hanan Ananda, Belinda Ivana Putri


Abstract


This study examines the public relations (PR) and stakeholder relationship management strategies implemented by Bersukaria Tour in the creative tourism industry. A descriptive qualitative approach was used. The results indicate that Bersukaria Tour has successfully established a flexible and structured management system, focusing on personal communication and understanding the roles of each stakeholder. The company differentiates itself in the tourism market through its unique storytelling approach, creating memorable experiences for tourists. However, challenges arise from the dynamics of relationships and adapting creative strategies to evolving trends. The use of digital platforms for information management and stakeholder engagement has proven effective, despite having no formal mechanisms to measure stakeholder satisfaction. Overall, Bersukaria Tour has demonstrated and maintained positive relationships with stakeholders and continues to adapt its strategy to thrive in the competitive creative tourism industry.


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