Ekologi Media: Penguatan Ekuitas Industri Pariwisata Melalui Media Sosial Marketing

Authors

DOI:

https://doi.org/10.15575/cjik.v5i1.12010

Keywords:

Media ecology, social media marketing, tourism industry equity.

Abstract

The era of digitalization has made social media used to develop the tourism sector. Through a casual associative quantitative approach with purposive sampling technique, the researcher aims to reveal the relationship between social media marketing and tourism industry equity through the study of media ecology theory. Researchers show that the use of social media in the tourism industry must be planned and implemented systematically to increase visitor engagement, which will impact strengthening tourism industry equity. Tourism is a secondary need which is one reason why media ecology theory does not maximally prove the strong relationship between social media marketing and equity. The lack of equitable distribution of tourism management, the lack of maximum programs, the lack of consistency of the government in implementing sustainable marketing programs, and the lack of community empowerment are the reasons for the lack of interest in holidays in the Indonesian tourism industry.

Era digitalisasi membuat media sosial dimanfaatkan untuk mengambangkan sektor pariwisata. Melalui pendekatan kuantitatif asosiatif kasual dengan teknik purposive sampling, peneliti bertujuan mengungkapkan hubungan antara sosial media marketing dengan ekuitas industri pariwisata melalui kajian teori ekologi media. Peneliti menunjukan bahwa, penggunaan media sosial dalam industri pariwisata harus direncanakan dan diterapkan secara sistematis untuk meningkatkan engagement pengunjung yang akan berdampak pada penguatan ekuitas industri pariwisata. Pariwisata merupakan kebutuhan sekunder yang menjadi salah satu alasan mengapa teori ekologi media tidak secara maksimal membuktikan adanya hubungan kuat antara social media marketing dengan ekuitas. Kurangnya pemerataan pengelolaan wisata, kurang maksimalnya program, hingga minimnya konsistensi pemerintah dalam melaksanakan program pemasaran secara berkelanjutan serta minimnya pemberdayaan masyarakat, menjadi alasan minimnya interest holiday pada industri pariwisata Indonesia. 

Author Biography

Lukman Hakim, Institut Agama Islam Negeri (IAIN) Kediri


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Published

2021-06-26

How to Cite

Rohimah, A., & Hakim, L. (2021). Ekologi Media: Penguatan Ekuitas Industri Pariwisata Melalui Media Sosial Marketing. Communicatus: Jurnal Ilmu Komunikasi, 5(1), 99–118. https://doi.org/10.15575/cjik.v5i1.12010

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Vol. 5 No. 1 (2021): Communicatus: Jurnal Ilmu Komunikasi

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