TIPOLOGI KONTEN DALAM PROMOSI PARIWISATA PADA AKUN TIKTOK @PESONAINDONESIA

The use of social media, especially TikTok, has grown rapidly in recent years. Its short-video format, combined with popular audio and trend-driven algorithms, creates a unique content environment that attracts a large number of users. Recognizing this opportunity, the Ministry of Tourism, through the Pesona Indonesia campaign, uses TikTok as a platform to promote Indonesian tourism by sharing creative and engaging content.

This study aims to identify and analyze the types of content presented on the TikTok account @pesonaindonesia. It is based on content marketing theory, which focuses on creating and sharing content that is valuable, relevant, and consistent in order to attract and engage audiences. A qualitative approach was used, with content analysis as the main method. The analysis focuses on visible elements such as content format, type, theme, and components including visuals, audio, copywriting, and hashtags.

The findings show five main types of content: informative tourism content, promotional and branding content, trend-based entertainment content, participatory and interactive content, and ceremonial content. Each type has its own characteristics, but overall, the content works together to provide value, increase audience awareness and engagement, and strengthen the image of Indonesian tourism.

In conclusion, the content on TikTok @pesonaindonesia can be grouped into five main categories, each with different roles and communication styles, yet supporting one another as part of a digital tourism promotion strategy. The content also reflects an adaptive approach to both platform features and audience preferences, while staying relevant to current social trends.