MANAJEMEN PEMASARAN DESTINASI WISATA MELALUI MEDIA DIGITAL: STUDI NETNOGRAFI TERHADAP DANAU KARONA SAKTI, PAMAH SEMELIR

Azmi Nawaf, Ari Oldwin Sitorus, Muhammad Arij Azhari

Abstract


The development of digital media has transformed destination marketing through content created and shared by visitors. This study aims to analyze destination representation, promotional themes, visitor experiences, and their implications for destination marketing management at Lake Karona Sakti Pamah Semelir, Langkat Regency, North Sumatra, Indonesia. This research employs a qualitative descriptive approach using netnography to examine five TikTok videos, their captions, and relevant user comments. The data are analyzed thematically using destination image and social media marketing perspectives. The findings indicate that organic promotion contributes to a positive destination image through narratives emphasizing natural beauty, tranquility, comfort, cleanliness, and family recreation. User interactions also reveal information needs concerning location, accessibility, facilities, entrance fees, mobile network availability, and camping equipment rental. Furthermore, concerns emerge regarding the potential impact of digital popularity on destination cleanliness and visitor comfort. The novelty of this study lies in examining the relationship between organic visitor promotion, tourists’ information needs, and the sustainability of visitor experiences from a destination management perspective. The study recommends developing accessible digital information channels, utilizing visitor feedback, and integrating promotional activities with the maintenance of destination quality.


Keywords


marketing management, netnography, digital promotion, destination image, Lake Karona Sakti.

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DOI: https://doi.org/10.61715/jmeb.v5i2.157

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