| dc.description.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. | en_US |
