Strategi Penggunaan Media Sosial TikTok dalam Meningkatkan Kunjungan Wisatawan di Blangsinga Waterfall, Gianyar, Bali

Abstract

Blangsinga Waterfall is a natural tourist destination located in Banjar Blangsinga, Saba Village, Blahbatuh District, Gianyar Regency, Bali. This research is motivated by the increasingly significant role of TikTok in shaping tourist visit decisions in the digital era. Although Blangsinga Waterfall has utilized TikTok as its primary promotional medium, the management remains unstructured and sub-optimal, necessitating an in-depth study of more effective digital promotion strategies. This study employed a qualitative approach with a descriptive method. Data were collected through in-depth interviews with destination managers and domestic as well as foreign tourists, direct field observation, and documentation of TikTok content. Data analysis was conducted using SWOT analysis to map internal and external conditions as the basis for strategy formulation. The results indicate that the management of Blangsinga Waterfall's TikTok account remains at an early unstructured promotion stage. Tourist perceptions showed positive responses, where domestic tourists discovered the destination through active TikTok searches while foreign tourists demonstrated more varied reactions. The phenomenon of User Generated Content (UGC) voluntarily produced by tourists also expanded the destination's promotional reach sustainably. Based on SWOT analysis, the recommended strategies include creating an official TikTok account, developing a structured content calendar, optimizing TikTok features, building a UGC strategy, and integrating digital promotion with conventional promotion through cooperation with local tour guides.