The Utilization of Social Media as a Medium of Promotion in the Developing of Agrotourism Based Tourism in Batu City (Case Study: Agrotourism of Petik Apel KWB)
DOI:
https://doi.org/10.70214/1nm9k143Keywords:
Social Media, Promotion, AgrotourismAbstract
Introduction: The current tourism trend among the community is natural tourism with the concept of "back to nature". One form of natural tourism in question is agrotourism. The development of the agricultural sector through agrotourism activities is important as an effort to empower local communities. These development activities require promotional efforts by utilizing developments in the fields of technology and information, through the use of social media.
Objectives: This study aims to describe the potential, describe the forms of promotion, analyze the use of social media in supporting promotion, and analyze the extent to which social media is used the development of “Petik Apel KWB” Agrotourism.
Methods: The approach to this research uses a qualitative approach with a case study method. Determining informants uses purposive techniques (intentionally). Data collection was carried out through a series of activities, namely interviews, observation and documentation. The data used includes primary data and secondary data. The data analysis method used is Miles and Huberman analysis. Testing the validity of the data in this research uses source triangulation with the aim of verifying the data and reducing bias related to the information that has been obtained from the research carried out.
Results: The research results show that the potential of KWB Apple Picking Agrotourism is worthy of being developed as a tourist destination. The forms of promotion carried out through social media are in the form of advertising and publicity. Promotional efforts on social media, when viewed from the context, communication, collaboration and connection aspects, tend to be active on Tiktok, Whatsapp and Instagram. The use of social media as assessed by visitors in terms of message frequency, feed-back frequency, message style, image quality and message accuracy is good on social media Tiktok, Instagram and Whatsapp. The most effective social media in its use is Tiktok social media. Meanwhile, social media that is less effective is Facebook.
Conclusions: Agrotourism of Petik Apel KWB is worthy to be continued its development as a tourist attraction. The thing that needs to be considered is the importance of optimizing and paying attention to the characteristics of each use of social media as an effort in developing agrotourism as the key to introducing the potential it has to attract tourist visits.
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