Analysis of the Role of Social Media in Increasing the Tourist Attraction of Nakny Funland
Abstract
This research aims to analyze the social media promotion strategies implemented by Nakny Funland in increasing the attraction and interest in visiting tourists. Using a qualitative approach and case study method, this research explores the planning, implementation and effectiveness of digital promotions carried out at these educational and cultural-based tourist attractions. Data was obtained through in-depth interviews with managers and analyzed using the Miles, Huberman, and Saldana models, and its validity was tested through source triangulation. The research results show that Nakny Funland synergistically integrates marketing mix elements (4Ps) in their digital strategy: products are packaged through narrative visual content on Instagram and TikTok; prices are managed through bundling promotions and thematic discounts; information distribution is carried out completely online; and promotion becomes the core of the strategy through platform segmentation, user-generated content (UGC) based content, and visual emotional campaigns. Social media not only functions as a one-way communication tool, but also as a two-way interaction space that builds emotional attachment and increases visitor loyalty. Data-driven evaluations, such as social media insights and visit correlation, strengthen the effectiveness of this strategy. This research shows that an adaptive and data-based "digital first" promotion model can be a blueprint for managing similar tourist attractions in the competitive digital marketing era.
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DOI: http://dx.doi.org/10.30829/jai.v14i2.25395
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