Perceptions Kebumen Tourism Ambassadors of the Use of Digital Media (Tandem Application) as a Medium to Enhance Communication Skills

Abstract

In an increasingly digital world, the development of communication skills, particularly in cross-cultural and multilingual contexts, is essential for professionals in the tourism industry. This study explores the perceptions of Kebumen tourism ambassadors regarding the effectiveness of the Tandem application, a language exchange platform, as a tool for enhancing their communication skills. The problem addressed is the need for innovative, technology-driven solutions to help professionals improve their abilities in communication, which is critical in engaging with international tourists. The research employs a qualitative design, using in-depth interviews and participant observation to gather insights from six Kebumen tourism ambassadors who regularly use the Tandem app. Respondents expressed

positive perceptions of the app, citing its interactive features, such as real- time conversations with native speakers, as instrumental in improving their

language proficiency and increasing their confidence in cross-cultural communication. Additionally, the app was seen as a convenient platform that allows users to personalize their learning experience, fostering a deeper understanding of cultural nuances and promoting continuous skill development. Personal motivation and prior experience were identified as key internal factors influencing the perception of the app’s effectiveness, while the design and functionality of the app emerged as important external factors. The study concludes that the Tandem application significantly enhances the communication skills of users by creating an engaging and flexible learning environment. The findings suggest that digital media tools like Tandem can serve as powerful resources for professionals in the tourism sector, enabling them to meet the communication demands of their role. This research contributes to the growing body of literature on digital media in education, providing practical insights into how such platforms can be leveraged to improve communication competency in real-world applications.