PRESERVING NIAS LANGUAGE AND CULTURAL IDENTITY THROUGH SUSTAINABLE HERITAGE MARKETING: A SYSTEMATIC REVIEW OF CULTURAL SUSTAINABILITY AND COMMUNITY RESILIENCE
DOI:
https://doi.org/10.57094/Keywords:
Sustainable Heritage Marketing, LiNiha Language Preservation, Cultural ResilienceAbstract
This study addresses the growing threat to the preservation of the Nias language and its cultural identity amid globalization, tourism commodification, and socio-economic transformation. Despite increasing scholarly attention to cultural sustainability, limited research has systematically examined the role of sustainable heritage marketing in safeguarding indigenous linguistic and cultural authenticity. Using a protocol-driven systematic literature review, this study critically synthesized peer-reviewed journal articles, book chapters, and conference proceedings published, over the last two decades. The analysis identified five interrelated dimensions: cultural identity and semiotics, sustainable heritage marketing and tourism competitiveness, community resilience and local wisdom, heritage policy and authenticity challenges, and educational strategies with digital communication. The findings demonstrate that participatory and semiotically sensitive heritage marketing can strengthen linguistic pride, cultural continuity, and community resilience while supporting sustainable tourism development. However, tensions between commercialization and authenticity persist when external actors dominate cultural representation. This study contributes a resilience-oriented conceptual framework that integrates language preservation into sustainable heritage marketing and offers practical guidance for policymakers and tourism practitioners in indigenous heritage contexts.
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