Digital Narratives and Destination Authenticity: A Netnographic Analysis of Indonesia's Tourism Transformation in the Post-Pandemic Era

Abstract

Abstract: This study examines the evolving landscape of Indonesian tourism through digital narratives and online community discourse in the post-pandemic period. Using netnographic methodology, we analyzed digital conversations across multiple platforms to understand how authenticity, sustainability, and cultural preservation intersect with tourism development in Indonesia. The research reveals three primary themes: the commodification of traditional culture, the emergence of sustainable tourism practices, and the role of digital storytelling in destination branding. Findings suggest that Indonesian tourism stakeholders are navigating complex tensions between economic recovery and cultural integrity, while digital platforms serve as crucial spaces for negotiating authentic tourism experiences. This study contributes to understanding tourism transformation in Southeast Asia and provides insights for sustainable destination management in digitally-mediated environments.

Keywords: Indonesia tourism, netnography, digital narratives, authenticity, sustainable tourism, cultural preservation