Synergy of Cultural Ambassadors and Education and Culture Office in Tourism Promotion Strategy in Samarinda

Abstract

Cultural tourism promotion requires collaboration between government institutions and local cultural representatives to strengthen destination visibility while preserving cultural identity. In Samarinda, Cultural Ambassadors contribute to public engagement; however, their coordination with the Education and Culture Office requires further examination. This study aimed to describe their collaborative roles, promotional activities, and barriers to sustained cooperation. A descriptive qualitative approach was employed using interviews, observations, and documentation of cultural promotion activities. The findings indicated that the Education and Culture Office functioned as a regulator and facilitator by providing program direction, technical guidance, and operational support, while Cultural Ambassadors communicated cultural knowledge through festivals, museum-guiding activities, school outreach, and independent initiatives. Programs such as Jelajah dan Susur and Cultural Ambassador Go to School connected cultural heritage interpretation with youth participation and community engagement. Interview accounts indicated increased museum attendance and enthusiasm for cultural activities; however, these changes could not be attributed exclusively to the involvement of Cultural Ambassadors. Collaboration remained constrained by fluctuating budgets, limited human resources, insufficient regulatory support, and institutional changes. The study concludes that the complementary roles of government institutions and Cultural Ambassadors support cultural tourism promotion; however, sustained synergy requires clearer responsibilities, consistent communication, and continuous program support. These findings provide insights into collaborative strategies that integrate tourism promotion, cultural education, and heritage preservation within Samarinda’s cultural ecosystem.