TRANSFORMASI DIGITAL PARIWISATA: EFEKTIVITAS MEDIA SOSIAL STRATEGI PROMOSI MENARIK GENERASI MILENIAL KE GRAND MAERAKACA SEMARANG
Abstract
Abstract
The digital transformation in tourism has significantly influenced promotional strategies, particularly among millennial travelers. This study analyze the effectiveness of social media as a promotional tool in attracting millennial visitors to Grand Maerakaca, Semarang. Using a qualitative descriptive approach, data were collected through in-depth interviews with 15 tourism managers and visitors, social media content analysis, and field observations. The data were analyzed using the Miles and Huberman interactive model, which includes data reduction, data display, and conclusion drawing. The findings reveal that Instagram plays a crucial role in promoting Grand Maerakaca, as millennials prefer visual content and interactive features. Furthermore, social media-based promotions significantly increase visitor interest by providing real-time engagement and digital word-of-mouth marketing. This study concludes that optimizing digital marketing strategies through social media platforms enhances destination branding and visitor attraction. These insights are valuable for tourism managers aiming to leverage digital tools to boost visitor engagement and destination appeal.
Keywords: Digital Tourism Transformation; Social Media Marketing; Millennial Travelers; Destination Promotion; Instagram Engagement
Abstrak
Transformasi digital dalam pariwisata telah memberikan pengaruh besar terhadap strategi promosi, terutama bagi wisatawan generasi milenial. Penelitian ini menganalisis efektivitas media sosial sebagai alat promosi dalam menarik pengunjung milenial ke Grand Maerakaca, Semarang. Menggunakan pendekatan deskriptif kualitatif, data dikumpulkan melalui wawancara mendalam dengan 15 pengelola wisata dan wisatawan, analisis konten media sosial, serta observasi lapangan. Analisis data dilakukan menggunakan model analisis interaktif Miles dan Huberman, yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Instagram memiliki peran utama dalam promosi Grand Maerakaca, karena generasi milenial lebih menyukai konten visual dan fitur interaktif. Selain itu, promosi berbasis media sosial secara signifikan meningkatkan minat kunjungan melalui keterlibatan real-time dan pemasaran dari mulut ke mulut secara digital. Studi ini menyimpulkan bahwa optimalisasi strategi pemasaran digital melalui platform media sosial dapat memperkuat citra destinasi dan meningkatkan daya tarik wisatawan. Temuan ini memberikan wawasan bagi pengelola pariwisata untuk memanfaatkan teknologi digital dalam meningkatkan keterlibatan dan kunjungan wisatawan.
Kata Kunci: Transformasi Digital Pariwisata; Pemasaran Media Sosial; Wisatawan Milenial; Promosi Destinasi; Keterlibatan InstagramKeywords
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DOI: http://dx.doi.org/10.47256/kji.v19i1.718
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Diterbitkan oleh:
Lembaga Penelitian dan Pengabdian kepada Masyarakat
Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta
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