Analisis Konten Sinematik Tiktok Sebagai Media Promosi Wisata Pantai Gili Labak, Sumenep
Abstract
ABSTRAK
Perkembangan media sosial telah mengubah strategi promosi pariwisata dari pendekatan konvensional menuju komunikasi visual berbasis digital. Salah satu platform yang berperan signifikan dalam promosi destinasi wisata adalah TikTok, khususnya melalui konten sinematik yang menonjolkan estetika visual dan storytelling. Penelitian ini bertujuan untuk menganalisis bagaimana konten sinematik TikTok merepresentasikan dan mempromosikan wisata Pantai Gili Labak, Kabupaten Sumenep. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis isi terhadap video TikTok bertema Gili Labak. Data dikumpulkan melalui observasi dan dokumentasi konten video, kemudian dianalisis berdasarkan elemen sinematik yang meliputi sudut pengambilan gambar, komposisi visual, warna, musik, narasi, dan alur cerita. Hasil penelitian menunjukkan bahwa konten sinematik TikTok mampu membangun citra positif destinasi wisata melalui visualisasi keindahan alam, penggunaan musik emosional, serta teknik pengambilan gambar yang estetik. Konten tersebut berperan dalam membentuk daya tarik wisata dan meningkatkan eksposur Pantai Gili Labak di ruang digital. Penelitian ini menyimpulkan bahwa konten sinematik TikTok memiliki potensi besar sebagai media promosi wisata berbasis visual dan storytelling.
Kata Kunci: konten sinematik, TikTok, promosi wisata, media sosial, Gili Labak.
ABSTRACT
The development of social media has transformed tourism promotion strategies from conventional approaches to digital-based visual communication. One platform that plays a significant role in promoting tourist destinations is TikTok, particularly through cinematic content that emphasizes visual aesthetics and storytelling. This study aims to analyze how cinematic TikTok content represents and promotes Gili Labak Beach tourism in Sumenep Regency. This research employs a qualitative approach using content analysis of TikTok videos themed around Gili Labak. Data were collected through observation and documentation of video content, then analyzed based on cinematic elements, including camera angles, visual composition, color, music, narration, and storytelling flow. The results indicate that cinematic TikTok content is able to build a positive image of the tourist destination through the visualization of natural beauty, the use of emotional music, and aesthetic filming techniques. Such content plays an important role in shaping tourist attraction and increasing the digital exposure of Gili Labak Beach. This study concludes that cinematic TikTok content has great potential as a visual- and storytelling-based tourism promotion medium.
Keywords: cinematic content, TikTok, tourism promotion, social media, Gili Labak.
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DOI: https://doi.org/10.21107/juvenil.v7i1.33194
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Published by: Department of Marine and Fisheries, Trunojoyo University of Madura