Scroll, Discover, Visit: Potential Of Tiktok Media Platform In Boosting Indonesian Domestic Ecotourism And Nature Conservation
Article Sidebar
-
domestic tourism, promotion tool, hashtag
Abstract
The potential of social media to promote ecotourism products and services, and nature conservation through engaging content, needs thorough exploration. This research focuses on TikTok social media platform, which has seen a surge in tourism-related content, particularly linked to Indonesian domestic tourism. As awareness of domestic tourism grows among Indonesians, the use of hashtags to highlight local attractions has become prevalent. This study aims to investigate TikTok's efficacy as a marketing tool for promoting domestic tourism in Indonesia, utilizing the hashtag (#) feature. The frequency of likes, comments, and shares of 50 videos (5 videos from each of 10 popular hashtags) were analyzed. Additionally, the videos against the 7 dimensions of tourism product qualitywere further analyzed. The cumulative engagement metrics for these TikTok videos included 14.9 million likes, 213.2 thousand comments, and 580.9 thousand shares. Despite more than half of the videos falling short of all seven tourism product quality dimensions, they still managed to attract millions of views and significant engagement. The findings suggest that TikTok holds considerable potential as an effective marketing tool for tourism industry, especially in enhancing visibility and engagement for Indonesian domestic ecotourism and nature conservation efforts. Future research should further explore the impact of content quality on long-term tourism sustainability and conservation awareness.
References
2. Chowdhury, S.; Fuller, R.A.; Ahmed, S.; Alam, S.; Callaghan, C.T.; Das, P.; Bonn, A. Using social media records to inform conservation planning. Conserv. Biol. 2024. 38, doi:10.1111/cobi.14161.
3. Bergman, J.N.; Buxton, R.T.; Lin, H.Y.; Lenda, M.; Attinello, K.; Hajdasz, A.C.; Bennett, J.R. Evaluating the benefits and risks of social media for wildlife conservation. Facets. 2022, 7, doi:10.1139/facets-2021-0112.
4. Putra, R.R.; Khadijah, U.L.S.; Rakhman, C.U. Pemanfaatan teknologi informasi dan komunikasi dalam penerapan konsep smart tourism di kabupaten Pangandaran. JUMPA. 2020, 7, doi:10.24843/JUMPA.2020.v07.i01.p12.
5. Darmawan, A.; Ridwan, I.M. Fenomena video vertikal dalam kehidupan masyarakat. Wacadesain. 2023, 4, doi:10.51977/wacadesain.v4i1.1184
6. López, M.; Sicilia, M. Determinants of E-WOM influence: The role of consumers’ internet experience. J. Theor. Appl. 2014, 9, doi:10.4067/S0718-18762014000100004.
7. Sotiriadis, M.D.; Van, Z.C. Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electron. Commer. Res. 2013, 13, doi:10.1007/s10660-013-9108-1.
8. Latif, K.; Malik, M.Y.; Pitafi, A.H.; Kanwal, S.; Latif, Z. If You Travel, I Travel: Testing a Model of When and How Travel-Related Content Exposure on Facebook Triggers the Intention to Visit a Tourist Destination. SAGE Open. 2020, 10, doi:10.1177/2158244020925511.
9. Poerwanto. Analisis Kesan Wisatawan Terhadap Dimensi Kualitas Produk Wisata. JIP-STPT. 2004, 9.
10. Basch, C.H.; Fera, J.; Pellicane, A.; Basch, C.E. Handwashing videos on TikTok during the COVID-19 pandemic: Potential for disease prevention and health promotion. Infect Dis Health. 2022, 27, doi: 10.1016/j.idh.2021.09.039.
11. Ruggiero, T.E. Uses and gratifications theory in the 21st century. Mass Commun. Soc. 2000, 3, doi:10.1207/S15327825MCS0301_02.
12. Cheng, Z.; Li, Y. Like, Comment, and Share on TikTok: Exploring the Effect of Sentiment and Second-Person View on the User Engagement with TikTok News Videos. Soc. Sci. Comput. Rev. 2024, 42, doi:10.1177/089443932311786.
13. Deutsch, M.; Gerard, H.B. A study of normative and informational social influences upon individual judgment. Abnorm. Soc. Psychol. 1995, 51, doi: 10.1037/h0046408.
14. Hennig-Thurau, T.; Gwinner, K.P.; Walsh, G.; Gremler, D.D. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? J. Interact. Mark. 2004, 18, doi: 10.1002/dir.10073.
15. Zhou, Q.; Sotiriadis, M.; Shen, S. Using TikTok in tourism destination choice: A young Chinese tourists' perspective. Tour. Manag. Perspect. 2023, 46, doi:10.1016/j.tmp.2023.101101.
16. Korená, K. Social Media as a tool of building reputation and identity of national parks. Commun. Today. 2023, 14, doi:10.34135/communicationtoday.2023.Vol.14.No.1.8.
Authors
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors submitting manuscripts should understand and agree that, upon publication, the manuscripts will be licensed under a Creative Commons Attribution (CC BY) license. This means that others are free to share, adapt, and build upon the work for any purpose, even commercially, as long as they give appropriate credit to the authors for the original creation.
