Keywords
Strategi Media Sosial Marketing
Engagement
Wisata Pantai
How to Cite
Abstract
Abstrak: Penelitian ini menyoroti pentingnya Kelompok Sadar Wisata (Pokdarwis) dan strategi media sosial marketing dalam meningkatkan engagement pengunjung wisata pantai di Tulungagung. Pariwisata pantai di daerah ini memiliki potensi besar untuk dikembangkan, namun tantangan seperti infrastruktur yang kurang memadai dan kesadaran lingkungan yang rendah perlu diatasi. Pokdarwis berperan dalam menjaga kebersihan dan keamanan, serta mempromosikan budaya lokal. Penggunaan media sosial seperti Instagram, Facebook, dan Twitter terbukti efektif dalam menarik wisatawan dengan konten visual yang menarik dan interaksi aktif. Pendekatan ini meningkatkan visibilitas destinasi dan membangun komunitas wisatawan yang loyal. Studi ini menggunakan metode kualitatif dengan wawancara, observasi, dan analisis konten media sosial untuk memahami peran Pokdarwis dan efektivitas strategi media sosial. Temuan menunjukkan bahwa pendampingan Pokdarwis dan pemasaran digital melalui media sosial secara signifikan meningkatkan engagement dan kunjungan wisatawan. Oleh karena itu, pengelola wisata di Tulungagung disarankan untuk terus meningkatkan keterampilan anggota Pokdarwis melalui pelatihan dan memanfaatkan media sosial untuk promosi. Selain itu, kolaborasi antara pemerintah, masyarakat, dan sektor swasta perlu diperkuat untuk mengembangkan pariwisata yang berkelanjutan. Penelitian ini berkontribusi pada literatur pariwisata dengan mengintegrasikan teori pemasaran dan partisipasi komunitas dalam praktik nyata, menunjukkan bahwa strategi ini dapat meningkatkan jumlah kunjungan dan dampak ekonomi positif bagi masyarakat lokal.
Kata Kunci: Pokdarwis; Strategi Media Sosial Marketing; Engagement; Wisata Pantai
Abstract: This research highlights the importance of Tourism Awareness Groups (Pokdarwis) and social media marketing strategies to increasing the engagement of beach tourism visitors in Tulungagung. Beach tourism in this area has great potential for development, but challenges such as inadequate infrastructure and low environmental awareness need to be overcome. Pokdarwis plays a role in maintaining cleanliness and safety, as well as promoting local culture. The use of social media such as Instagram, Facebook and Twitter has proven effective in attracting tourists with attractive visual content and active interaction. This approach increases destination visibility and builds a loyal tourist community. This research uses qualitative methods with interviews, observations, and social media content analysis to understand the role of Pokdarwis and the effectiveness of social media strategies. The result show that Pokdarwis assistance and digital marketing through social media significantly increase engagement and tourist visits. Therefore, tourism managers in Tulungagung are advised to continue to improve the skills of Pokdarwis members through training and utilizing social media for promotion. In addition, collaboration between government, society and the private sector needs to be strengthened to develop sustainable tourism. This research contributes to the tourism literature by integrating marketing theory and community participation in real practice, showing that this strategy can increase the number of visits and positive economic impacts for local communities.
Keywords: Pokdarwis; Social Media Marketing Strategy; Engagement; Beach Tourism
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