Optimalisasi Media Sosial untuk Pemasaran Wellness Tourism Berbasis Komunitas Lokal

Penulis

  • Nerys Lourensius L. Tarigan Sekolah Tinggi Ilmu Ekonomi Isti Ekatana Upaweda
  • Edy Prayitno Universitas Teknologi Digital Indonesia
  • Ferhadius Endi Sekolah Tinggi Pariwisata Ambarrukmo
  • Sugiman Sugiman Sekolah Tinggi Ilmu Kesehatan Wira Husada
  • Sri Setyowati Sekolah Tinggi Ilmu Kesehatan Surya Global

DOI:

https://doi.org/10.55123/toba.v4i2.6161

Kata Kunci:

Local Community, Local Culture, Social Media, Tourism Marketing, Wellness Tourism

Abstrak

Wellness tourism based on local communities in Yogyakarta has significant potential for development through social media marketing, but it is often hindered by limited digital skills and resources. This study aims to analyze the effectiveness of social media in promoting wellness tourism by local communities and to formulate optimal strategies to enhance destination visibility. Using a qualitative approach, this study analyzes content from 10 Instagram and TikTok accounts managed by local communities in Yogyakarta (Sleman, Bantul, and Yogyakarta city) over the period of November 2024–April 2025, complemented by interviews with five account managers. The results show that interactive content (6.5%) and visual content (5.2%) generate higher engagement rates compared to narrative content (3.8%). Peak engagement occurred in December 2024 and April 2025, coinciding with holiday periods. Effective strategies include regular posting, collaboration with local influencers, and highlighting local culture such as jamu therapy. The main challenges are limited editing skills and promotional budgets. This study recommends increasing interactive content, producing high-quality visuals, and providing digital skills training to support the economic sustainability of local communities through wellness tourism.

Unduhan

Data unduhan belum tersedia.

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Unduhan

Diterbitkan

2025-05-20

Cara Mengutip

Nerys Lourensius L. Tarigan, Edy Prayitno, Ferhadius Endi, Sugiman, S., & Sri Setyowati. (2025). Optimalisasi Media Sosial untuk Pemasaran Wellness Tourism Berbasis Komunitas Lokal. TOBA: Journal of Tourism, Hospitality, and Destination, 4(2), 203–209. https://doi.org/10.55123/toba.v4i2.6161

Terbitan

Vol 4 No 2 (2025): Mei 2025

Bagian

Articles

Lisensi

Hak Cipta (c) 2025 Nerys Lourensius L. Tarigan, Edy Prayitno, Ferhadius Endi, Sugiman Sugiman, Sri Setyowati

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Artikel ini berlisensi Creative Commons Attribution 4.0 International License.