Pengembangan Media Promosi TikTok Di Kebun Wisata Pasirmukti Berdasarkan Persepsi Wisatawan

Abstract

Penelitian ini bertujuan mengembangkan media promosi digital berbasis TikTok di Kebun Wisata Pasirmukti berdasarkan persepsi wisatawan. Penelitian menggunakan pendekatan mixed methods dengan desain convergent parallel. Data dikumpulkan melalui observasi, wawancara, penyebaran kuesioner kepada 100 wisatawan, dan studi literatur. Hasil penelitian menunjukkan bahwa Kebun Wisata Pasirmukti memiliki potensi wisata edukasi, pertanian, dan rekreasi yang layak dikembangkan sebagai materi promosi digital. Persepsi wisatawan terhadap media promosi TikTok berada pada kategori baik, yang menunjukkan bahwa konten yang informatif, menarik, dan mudah dipahami mampu meningkatkan ketertarikan terhadap destinasi wisata. Implementasi strategi promosi dilakukan melalui unggahan konten secara konsisten untuk meningkatkan engagement. Penelitian ini diharapkan menjadi rekomendasi bagi pengelola Kebun Wisata Pasirmukti dalam mengembangkan strategi promosi digital yang lebih efektif, terarah, dan berkelanjutan.

This study aims to develop TikTok-based digital promotional media for Kebun Wisata Pasirmukti based on tourists' perceptions. The study employed a mixed methods approach using a convergent parallel design. Data were collected through observations, interviews, questionnaires administered to 100 tourists, and a literature review. The results indicate that Kebun Wisata Pasirmukti has considerable potential for educational, agricultural, and recreational tourism, making it suitable for digital promotional content. Tourists' perceptions of TikTok promotional media were categorized as good, indicating that informative, attractive, and easy-to-understand content can increase their interest in visiting the destination. The digital promotion strategy was implemented through consistent content uploads to improve audience engagement. This study is expected to provide recommendations for the management of Kebun Wisata Pasirmukti in developing more effective, targeted, and sustainable digital promotion strategies.