| Summary: | Known as a coastal area, Southeast Sulawesi saving potential coastal tourism oriented by local community but has not been utilized fully, because people in coastal areas do not have financial capacity and expertise to manage or involved in nature-based tourism activities directly. Research was done by qualitative approach to describe, formulate and analyze phenomenon of tourism communications in coastal areas of Southeast Sulawesi. Location of research was done in Southeast Sulawesi province in 2019 on coastal of Pantai Toronipa, coastal of Pantai Nirvana, and the coastal of Pantai Nambo. Research’s Informants consisted of local community, business tourism services, and tourism activist groups. Data collection techniques done by observation, in-depth interviews, and documentation. The research’s results showed the coastal area in Southeast Sulawesi has been formed the society’s understandings of tourism by itself. There are three groups of society, First group are the ordinary people who understand that tourism only a part of recreation, leisurely stroll, traveling, etc; The second group also consists of (a) intelligent tourism consumer group, and (b) the group of exploration and exploitation destinations for business purposes. The third group are group of activists who know the tourism significantly, provide guidance destinations, human resources and traditional institutions to strength community substance as excellence destinations sustainably.
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