Nonverbal Communication of the Mandalika Tourism Village Community in Building Destination Branding

Yohannes Don Bosco Doho; Budi Rizanto Binol

doi:10.59890/ijefbs.v4i2.374

Authors

Yohannes Don Bosco Doho LSPR Institute of Communication and Business
Budi Rizanto Binol LSPR Institute of Communication and Business

DOI:

https://doi.org/10.59890/ijefbs.v4i2.374

Keywords:

Nonverbal Communication, Destination Branding, Mandalika Tourism Village

Abstract

This article identifies the nonverbal communication of local communities in tourist villages in Lombok. Mandalika, as a Super Priority Destination, faces brand image challenges due to negative media perceptions regarding the friendliness of its people. This study aims to analyze the central role of nonverbal communication among the Sasak people in Mandalika tourist village in building the destination brand. Using qualitative methods, this study contrasts initial perceptions of the community as unfriendly, untidy, and possessing gestures that create an unfavorable impression with the reality of interactions on the ground. The results show that nonverbal cues—especially sincere smiles, open body language, and friendly facial expressions —are actually dominant elements in welcoming tourists. Even when language is a barrier, nonverbal communication serves as an effective bridge. These authentic cues serve as strategic assets and social capital that strongly challenge negative stereotypes and build the foundation of Mandalika's brand image as a warm and welcoming destination, ultimately shaping positive tourist experiences. The recommendation given is to provide assistance to tourism actors in super destinations to ensure non-verbal communication competency so that tourists feel comfortable and safe when traveling to Mandalika.

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