Panorama: Jurnal Kajian Pariwisata

Articles

Vol. 6 No. 2 (2026): Panorama: Jurnal Kajian Pariwisata, ISSN 3031-5085

DEVELOPING BILINGUAL STORYTELLING VIDEO AS PROMOTIONAL MEDIUM TO PROMOTE MALANG CHINATOWN AREA

DOI:
https://doi.cibangsa.org/DOI-2026-15
Submitted
August 25, 2026
Published
2026-08-25

Abstract

Malang Chinatown is a historical district with significant cultural, historical, and culinary value. Despite its tourism potential, the area lacks engaging bilingual promotional media capable of reaching both domestic and international audiences. This study aimed to develop a bilingual storytelling promotional video as a tourism promotion medium for Malang Chinatown. The research employed Design and Development Research (DDR) using the ADDIE model, consisting of Analysis, Design, Development, Implementation, and Evaluation. Data were collected through interviews, observations, documentation, expert validation, and field testing involving 55 respondents, including 37 Indonesian and 18 international participants. The developed product was evaluated by language and content experts before being implemented. The field-testing results indicated an overall mean score of 4.55 (91.04%), demonstrating that the promotional video was perceived as effective in presenting the historical, cultural, and culinary attractions of Malang Chinatown. The combination of storytelling, bilingual communication, and audiovisual elements enhanced the promotional value of the destination and improved audience engagement. The findings suggest that the developed bilingual storytelling promotional video is a feasible and effective tourism promotion medium that can support destination branding and increase the visibility of Malang Chinatown among domestic and international tourists.

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