The Role of Social Media in Digital Tourism

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The Role of Social Media in Digital Tourism

andromedia1978

12-10-2021 07:04

The Role of Social Media in Digital Tourism

Today, social mediahas become as essential as our daily needs. People have so many communication options through social media. They can search, interact, and share information with other people without hassle. As a result, opportunities for digital tourism expand dramatically.

The existence of social mediabrings significant marketing opportunities to tourism. Thus, social media and tourism marketing are said to be a match made in digital heaven. Using social media for digital tourism marketing is one of the best strategies there is. Marketers can gain benefits from 150 million internet users which all have an active social network with an average time spent of 3 hours per day. This is a great opportunity for marketers, including those in the field of tourism, to provide exposure and expand awareness of tourist destinations in Indonesia to the world, through social media. In addition to that, social media is also a very important tool for tourism to help understand customer’s decision-making process, tourists’ behavior during vacation, as well as post-vacation activities.

Social mediapenetration in Indonesia is currently high with a penetration rate of over 86%, and Facebook as the most used social network in Indonesia (JAKPAT survey report), followed then by YouTube, Instagram, and Twitter. The high penetration consequently makes Indonesia one of the largest social media markets in the world. For social media marketing, influencers are among the sources that the Indonesian audience refers to for the decision making or consideration process. Travel blogs have been a prominent traveling information reference by the audience before they proceed to get substituted by travel influencers or influencers who do travel content.