Majalengka, January 30, 2025 — A student from the Library and Information Science (PSI) Study Program at the Faculty of Communication Sciences (FIKOM), Universitas Padjadjaran (UNPAD), has recently completed an in-depth study on tourism promotion strategies. The research, titled “Evaluation of the Effectiveness of Social Media and Word of Mouth in Promoting Bukit Sanghyang Dora Tourism in Majalengka Regency,” highlights the crucial role of digital promotion and personal recommendations in increasing tourist visits.
The research was led by Syifa Ayu Salsabilla, a PSI FIKOM UNPAD student, under the guidance of lecturers Ilham Gemiharto and Samson CMS. The study’s background is the need to understand how promotion, especially through social media and word of mouth (WOM), can be optimally utilized to attract more visitors to the Bukit Sanghyang Dora tourist destination, located in Majalengka Regency.
Using a qualitative case study approach, the research focused on the experiences and strategies employed by the management and visitors of Bukit Sanghyang Dora. The research subjects were the tourism manager and five visitors. Data collection was conducted through interviews, observation, and documentation, allowing the research team to gain a comprehensive overview of how promotion is carried out and received by the audience.
The main findings of this research are highly relevant. It was discovered that Instagram plays a very effective role in disseminating information and attracting tourists, especially through engaging visual content and interactive features that build connections with potential visitors. This finding is consistent with the Elaboration Likelihood Model theory, which explains how persuasive messages are processed by an audience.
Furthermore, the study concluded that the combination of social media and word-of-mouth promotion is a very powerful strategy. Social media serves to attract a broad audience, while personal recommendations from satisfied visitors build trust and organically expand the promotional reach. The synergy between these two elements has been proven to effectively enhance tourism promotion strategies.
This scholarly publication not only provides valuable insights for tourism destination managers but also contributes to the achievement of Sustainable Development Goals (SDGs) number 8, Decent Work and Economic Growth, and number 9, Industry, Innovation, and Infrastructure. By implementing effective promotion strategies, local tourist destinations can grow, create jobs, and foster innovation.
The article has been published in the prestigious LINIMASA: Jurnal Ilmu Komunikasi. The results of this research are tangible proof that leveraging digital media and personal recommendations is key to advancing the tourism industry in the modern era. It is hoped that these findings will serve as a guide for other tourism managers in developing more effective and sustainable promotional strategies.
The publication results can be accessed via the following link: http://media.unpad.ac.id/files/publikasi/2025/rpm_20250209155651_1039.pdf
Writers: Ridha Amalia, Nadziva Shaqeena, and Muhammad Ihsan Fauzul haq
