Peran Generasi Z dalam Promosi Wisata Lokal melalui Media Sosial Digital
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Abstract
Penelitian ini bertujuan untuk mengeksplorasi bagaimana Generasi Z berkontribusi dalam mempromosikan destinasi wisata lokal, dengan fokus pada Kota Bukittinggi, melalui pemanfaatan media sosial digital. Di tengah pesatnya perkembangan era digital, platform seperti TikTok dan Instagram telah menjadi sarana efektif bagi generasi muda dalam menyebarluaskan informasi, membentuk persepsi publik, dan memengaruhi preferensi wisatawan. Pendekatan yang digunakan dalam penelitian ini adalah deskriptif kualitatif, dengan pengumpulan data melalui wawancara mendalam terhadap enam narasumber dari Generasi Z yang memiliki latar belakang serta lokasi domisili yang beragam. Temuan penelitian mengungkapkan bahwa alasan utama mereka dalam menciptakan konten wisata mencakup keinginan untuk mengenalkan potensi daerah, menyalurkan ekspresi diri, dan membangun citra diri (personal branding). Ragam konten yang dihasilkan meliputi dokumentasi perjalanan hingga video kreatif yang mengikuti tren media sosial terkini. Meski sebagian besar belum terlibat secara langsung dalam program formal promosi pariwisata, kontribusi mereka secara alami telah meningkatkan eksposur destinasi wisata lokal. Studi ini menyarankan pentingnya kolaborasi antara pemerintah, pelaku industri pariwisata, dan Generasi Z dalam merancang strategi promosi digital yang partisipatif dan berkelanjutan.
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