Communication strategy of etnaprana board in building the etnaprana (ethnowellness nusantara) ecosystem

LSPR Communication and Business Institute, 10220, Indonesia

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

Ethnowellness Nusantara (Etnaprana) represents Indonesia’s indigenous wellness heritage, yet it risks fading without effective preservation and global promotion. The Etnaprana Board seeks to mitigate this through ecosystem development, but success relies heavily on strategic communication. This study evaluates the Board’s current communication strategies and identifies improvements needed to foster stakeholder collaboration. Employing a qualitative approach, data were collected via in-depth interviews with internal Board members and external stakeholders—including government, academia, and business leaders—supported by secondary document analysis. Findings indicate that current strategies are informal and overly reliant on parent-company marketing, hindering engagement across the pentahelix framework. Stakeholders call for a dedicated public relations function, improved strategic messaging, and digital storytelling to ensure structured collaboration and transparency. The study underscores the critical intersection of traditional wellness and modern communication. It concludes that strengthening the Etnaprana Board’s communication capacity is essential for positioning Ethnowellness Nusantara as a key asset in cultural diplomacy and wellness tourism. These insights provide a practical model for organizations preserving intangible cultural heritage through strategic public engagement.