Synergy of Green Technology and Digital Society in Womenpreneur Development of Madura Spice Tourism Village: A Model of Communication Strategy. Farida Nurul Rahmawati - Nikmah Suryandari - Drajat wicaksono
Department of Communication Science, Trunojoyo Madura University, Indonesia.
Abstract
Madura, which is rich in spice heritage, is one of the potential local wisdom-based tourism destinations. Among the potential Madurese resources that still need to be developed, there is a role of Madurese women that cannot be ruled out. However, the presence of Madurese women in these activities still limited to the demands of the situation in carrying out entrepreneurial activities (force womenpreneur), so there are still many obstacles and challenges such as limited access to resources and markets and gender discrimination. On the other hand, the development of wellness tourism destinations in Madura requires an active role from women as business actors, amid efforts to strengthen green technology in the era of digital society.
The purpose of this research is to develop a communication strategy model in the development of womenpreneurs in Madura Spice Tourism Village based on women^s unique knowledge as an integral part of efforts to strengthen the synergy between green technology and digital society
This research used a qualitative approach with in-depth interview techniques and participatory observation to understand the role of women in developing businesses in the tourism sector and green technology
The findings highlighted the key role of women^s specific knowledge in creating sustainable and environmentally friendly business models. In addition, the synergy between green technologies, such as organic waste management and renewable energy, and the digital society, especially through online marketing and social networking, became the basis for the development of women entrepreneurs in this village
Modelling an effective communication strategy was identified as the key to success, providing insights for policy makers, practitioners and academics to support initiatives that promote women^s empowerment through the synergy of green technology and digital society in the context of local economic development.
Keywords: Green Technology- Digital Society- Womenpreneur Development- Madura Spice Tourism Village- Communication Strategy- women^s unique knowledge- women^s empowerment
