Respon Wisatawan Terhadap Konten Media Sosial Tiktok Wisata Medan Zoo Magical Forest

Muhammad Bintang Chadavi M, Erwan Effendi

Abstract


This research aims to examine the influence of TikTok's social media content on tourists' decision to visit Medan Zoo Magical Forest, a tourist destination that utilizes digital trends in its marketing strategy. The urgency of this study arises from the intensive use of social media, especially TikTok, which has not been fully explored by tourism business people to optimize its influence on the behavior of tourism consumers. This research uses a qualitative methodology with a case study approach, which combines in-depth interviews, direct observation, and document analysis to collect data. Constructivist paradigms are adopted to explore the perceptions and experiences of tourists, with data analysis using Miles, Huberman, and Saldana interactive models that include data reduction, data presentation, and verification. Research results show that creative and interactive TikTok content significantly increases visitor interest through attractive visual presentation and alluring narrative, which strengthens awareness and desire to visit. This research discusses how the wealth of TikTok media can be used to convey complex and layered marketing messages, providing experiences that affect visitor decisions. Based on the findings, this study recommends a more inclusive multichannel strategy in tourism digital marketing, paying attention to the demographic diversity of the audience to increase the effectiveness of marketing campaigns and overcome the limitations that exist in the utilization of a single platform.


Keywords


Inclusivity; Local wisdom; Multicultural; Education

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References


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