OPTIMALISASI MEDIA SOSIAL INSTAGRAM DAN TIKTOK SEBAGAI STRATEGI PROMOSI DESA WISATA KALURAHAN MADANI TEPUS, GUNUNGKIDUL

Jannah, Avionita Miftahul (2025) OPTIMALISASI MEDIA SOSIAL INSTAGRAM DAN TIKTOK SEBAGAI STRATEGI PROMOSI DESA WISATA KALURAHAN MADANI TEPUS, GUNUNGKIDUL. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

This research is motivated by the need to optimize social media management as a means of promoting the Tourism Village of Kalurahan Madani Tepus (Dewi Kampus) in the digital era. The main problem faced is the lack of strategic utilization of social media by tourist village managers, which has an impact on the low exposure and attractiveness of tourist destinations. The purpose of this study is to analyze the effectiveness of social media in improving the promotion of tourist villages and identify internal factors that support and hinder social media management. The method used is a descriptive qualitative approach with data collection techniques through observation, indepth interviews with tourism village managers, and documentation during community service activities. The results showed that there is great potential in terms of natural resources and the power of local narratives that can be developed as digital content. However, the limited capacity of human resources, the unoptimized management of social media accounts, and the low consistency of content production are the main obstacles. The conclusion of this study is that social media has high effectiveness in promoting tourism villages if managed consistently, creatively, and structured. Therefore, it is recommended that further training be conducted for managers on digital marketing strategies, as well as the importance of forming a special team of social media managers for tourist villages on an ongoing basis to increase the competitiveness of Dewi Kampus in the digital realm.

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