Peran Promosi Wisata Berbasis Media Sosial Dalam Meningkatkan Minat Pengunjung di Toba Caldera Resort

Abstract

The increasing competition among tourist destinations in utilizing social media as a promotional tool has necessitated Toba Caldera Resort, as one of the flagship tourist attractions in the Lake Toba region, to be more creative due to various shortcomings still found in its uploads. The resort uses TikTok, Instagram, Facebook, and YouTube platforms to promote its natural beauty, local culture, and tourist facilities. The success of a viral cultural duet content featuring Osen Hutasoit & Jun Munthe on TikTok indicates that social media-based promotion holds significant potential in increasing awareness and visitor interest. The objectives of this research are to describe the promotional strategy carried out through social media, analyze how viral content and visual storytelling influence the interest in visiting Toba Caldera Resort, and identify the supporting factors and constraints in the promotion process. The study also aims to formulate recommendations so that social media-based promotion can be more effective and sustainable. The research method used is descriptive qualitative. Data was collected through semi-structured interviews with social media managers, visitors, and digital marketing observers; netnographic observation of user interactions in comments and posts on TikTok, Instagram, Facebook, and YouTube platforms; and visual documentation of promotional content and related tourism activities. Analysis was conducted using thematic analysis according to Braun & Clarke, with data triangulation and member checking to ensure the validity and depth of interpretation.