TIKTOK TREATMENT SEBAGAI SARANA PROMOSI PELAYANAN WISATA (Analisis Isi Pada Akun Travel Agent @exotic.ijen)

The background of this research focuses on the utilization of TikTok as a promotional tool in the tourism industry, specifically through the @exotic.ijen account which has successfully attracted tourists with creative and educational content. The research scope includes analyzing the marketing strategies implemented to increase customer engagement and loyalty. The formulation of the problem is: "What forms of promotion are there in the Tiktok treatment of the Exotic Ijen company in promoting the tourism industry and increasing tourist attractiveness through the content uploaded by the Tiktok account @exotic.ijen?" This research aims to provide references for tourism business people in utilizing social media effectively.
In this study, researchers used David Holmes' Media Theory as a theoretical framework. This theory emphasizes the interaction between media, society, and technology, as well as how individuals choose media to meet their needs. In the context of the @exotic.ijen TikTok account, this theory explains the selection of TikTok as a promotional platform, given features such as short videos and social interaction that can attract the attention of potential tourists. Thus, this research examines how new media, such as TikTok, can be effectively utilized in tourism marketing strategies to achieve desired promotional goals.
This research uses a qualitative approach with a descriptive type. The categorization analyzed includes content type, theme, delivery style, user interaction, and promotion success. Data was collected through the documentation method by observing the TikTok account @exotic.ijen. Analysis was conducted using content analysis techniques to identify message characteristics.
The results showed that the TikTok account @exotic.ijen successfully utilized the platform for tourism promotion with interesting and interactive content, reaching 29.7 thousand followers and 2.2 million likes. The cinematic video content uploaded was successful in attracting audience attention and building community. Recommendations for future research are to explore more varied content strategies and analyze the long-term impact on tourist visits to Banyuwangi.