Journal of Tourism and Creativity Vol. 9 No. 2 2025 - P-ISSN: 2549-483X E-ISSN: 2716-5159
THE IMPACT OF SOCIAL MEDIA PROMOTION ON THE DEVELOPMENT OF TOURISM VILLAGES: A CASE STUDY IN BUKIT SINYONYA, PANDEGLANG REGENCY
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Afghani Mahmuda Bahreisy
Universitas Pendidikan Indonesia
Gita Siswhara
Universitas Pendidikan Indonesia
DOI:
ABSTRACT
This study aims to analyze consumer behavior in Cisaat Tourism Village through the application of the AISAS model (Awareness, Interest, Search, Action, Share). The research employs a qualitative descriptive approach using a case study method, involving in-depth interviews and participatory observation with 30 tourists and two tourism village managers. Cisaat Tourism Village, located in Ciater Sub-district, Subang Regency, West Java Province, is well-known as an educational tourism village. In 2024, it received an award from the Ministry of Tourism and Creative Economy, ranking third in the category of Emerging Tourism Villages (Desa Wisata Rintisan). The findings reveal that most tourists become aware of Cisaat Tourism Village through Instagram, TikTok, and travel agents. Their interest is sparked by engaging promotional videos. They then search for further information via Google Search, TikTok, Instagram, and YouTube. Upon arrival, they take action by enjoying the village’s natural beauty, hospitality, and educational experiences. Finally, the tourists tend to share their travel experiences through WhatsApp Stories, Instagram, and TikTok.
Keywords: Cisaat Tourist Village; Consumer Behavior; Social Media
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