ANALISIS PERAN INFLUENCER DALAM MEMPROMOSIKAN DAYA TARIK WISATA GATEP LAWAS DI DESA AMBENGAN
Keywords:
Influencer, digital promotion, social media, tourist attraction, Gatep Lawas, sustainable tourism.Abstract
The development of social media has transformed tourism promotion patterns, where influencers have become important actors in introducing tourist destinations to wider audiences through digital platforms. This study aims to analyze the tourism potential of Gatep Lawas in Ambengan Village, Buleleng Regency, examine influencer content in destination promotion, and identify the role of influencers in enhancing social media-based digital promotion. This research employed a qualitative method with a phenomenological approach. Informants were determined using purposive sampling techniques involving tourism managers, influencers, tourists, and local communities. Data were collected through observation, interviews, documentation, and data triangulation. Data analysis utilized Multimodal Discourse Analysis (MDA) to examine social media content and the interactive analysis model of Miles and Huberman to analyze field data. The results indicate that Gatep Lawas possesses strong tourism potential through river tubing attractions, natural panoramas, and a serene rural atmosphere. Influencer content was found to be effective in attracting audience attention through engaging visuals, storytelling, and intensive digital interaction. Influencers also play a role in increasing awareness, building a positive destination image, and encouraging tourist visitation interest. The study concludes that influencers have a strategic role in the digital promotion of local tourist destinations and can serve as an effective promotional medium in supporting sustainable tourism development at Gatep Lawas.
Keywords: Influencer, digital promotion, social media, tourist attraction, Gatep Lawas, sustainable tourism.
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