DIGITALISASI KESENIAN CAPUNG: STRATEGI KOMUNIKASI WISATA DALAM PELESTARIAN DAN PROMOSI BUDAYA SASAK DI ERA DIGITAL

Abstract

Capung art is one of the Sasak cultural heritages that has philosophical, aesthetic, and functional values in the lives of the Lombok people. However, the development of the era and shifts in cultural consumption patterns require this art to adapt to digital technology in order to remain relevant and reach a wider audience. This study aims to analyze digital communication strategies in the preservation and promotion of Capung art as part of cultural tourism. Using qualitative methods, data were collected through interviews, observations, and digital content analysis. The results of the study show that the digitalization of Capung art includes digital documentation, utilization of social media, and the application of interactive technologies such as AR and VR. This digitalization contributes to increasing awareness, positive responses from tourists, and provides significant economic and social impacts for local communities.