Eksplorasi Pengalaman Pengunjung Terhadap Aktivitas Wisata di Jona Garden Kabupaten Langkat Melalui Pendekatan Netnografi

Abstract

Tourist reviews on digital platforms are increasingly playing an important role in shaping the image of tourist destinations in the modern tourism era. Jona Garden as an artificial tourist destination in Langkat Regency is one of the popular destinations, but there has not been much research that has examined the experience of its visitors in depth through digital expression. This study aims to explore tourists' experiences of tourism activities in Jona Garden through a netnography approach. Data was obtained from online observations of public reviews of visitors written on the Google Review platform, then analyzed using qualitative methods and matrix framework approaches. The results show that the experience of tourists is divided into two main dimensions, namely tourist activities such as swimming, playing rides, relaxing, and flying drones, as well as emotional expressions that include satisfaction, positive surprises, and disappointment. Positive reviews highlight the venue's comfort, affordable ticket prices, and family-friendly amenities, while negative reviews point to unprofessional staff attitudes and non-transparent pricing policies. These findings suggest that while Jona Garden has a strong appeal as a family recreation venue, improvements in service and information management are still needed to maintain visitor loyalty and satisfaction.