PROMOSI PARIWISATA CURUG LEUWIBUMI MELALUI MEDIA SOSIAL INSTAGRAM

PUTRI, SHAREN SALMA (2025) PROMOSI PARIWISATA CURUG LEUWIBUMI MELALUI MEDIA SOSIAL INSTAGRAM. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study explores the challenges and digitalization strategies in managing Curug Leuwi Bumi, a nature-based tourist destination located in the remote area of Pandeglang Regency, Banten. Although Instagram is considered an effective platform for tourism promotion, the management faces several obstacles, including limited internet access, frequent changes in social media algorithms, and the growing demand to maintain consistency and relevance in digital branding. The aim of this study is to identify practical solutions to these challenges using the 4C framework: Context, Communication, Collaboration, and Connection.The research employs a descriptive qualitative method through in- depth interviews with the manager of Curug Leuwi Bumi and field observations. The findings reveal that the manager responds to infrastructure limitations through adaptive strategies such as scheduled posting, lightweight content creation, and informal collaboration with external parties. By applying the 4C approach, the destination is able to deliver effective messaging, foster meaningful collaboration, and build emotional connections with the audience despite technological constraints.This study concludes that the implementation of a 4C- based strategy offers a practical and contextual solution for overcoming digitalization challenges in rural areas. The findings contribute to the development of inclusive and adaptive digital tourism promotion models tailored to geographical limitations and resource constraints.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	SETYORINI, DEVIANI	197808152003122002

Additional Information:

Penelitian ini membahas tantangan dan strategi digitalisasi dalam pengelolaan destinasi wisata alam Curug Leuwi Bumi yang terletak di pedalaman Kabupaten Pandeglang, Banten. Meskipun Instagram sebagai platform digital dipandang efektif dalam promosi wisata, pengelola menghadapi berbagai hambatan, terutama keterbatasan akses jaringan internet, perubahan algoritma media sosial, dan tuntutan konsistensi dalam membangun citra digital. Penelitian ini bertujuan untuk mengidentifikasi solusi yang dapat diterapkan dalam menghadapi kendala tersebut melalui pendekatan teori 4C, yaitu Context, Communication, Collaboration, dan Connection.Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik wawancara mendalam terhadap pengelola Curug Leuwi Bumi serta observasi lapangan. Hasil penelitian menunjukkan bahwa pengelola merespons keterbatasan infrastruktur dengan strategi adaptif seperti penjadwalan unggahan, produksi konten ringan, dan kerja sama informal dengan pihak eksternal. Melalui pendekatan 4C, pengelola mampu membangun komunikasi yang efektif, kolaborasi yang produktif, serta koneksi emosional yang kuat dengan audiens, meskipun dalam keterbatasan teknologi.Penelitian ini menyimpulkan bahwa penerapan strategi berbasis 4C mampu menjadi solusi praktis dan kontekstual dalam menghadapi tantangan digitalisasi di daerah terpencil. Temuan ini memberikan kontribusi bagi pengembangan model promosi wisata berbasis digital yang inklusif dan adaptif terhadap kondisi geografis serta keterbatasan sumber daya.

Uncontrolled Keywords:

digitalization, social media, tourism promotion, Curug Leuwi Bumi, 4C framework digitalisasi, media sosial, promosi wisata, Curug Leuwi Bumi, teori 4C

Subjects:

Communication > Communication (General)

Divisions:

06-Fakultas Ilmu Sosial dan Ilmu Politik
06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi

Depositing User:

Mrs Sharen Salma Putri

Date Deposited:

21 Oct 2025 03:56

Last Modified:

21 Oct 2025 03:56

URI:

http://eprints.untirta.ac.id/id/eprint/55435

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