DARI CERITA KE KUNJUNGAN: STRATEGI STORYTELLING DIGITAL DALAM PENGEMBANGAN EKOWISATA MANGROVE MIRDA LIKUPANG UNTUK MENINGKATKAN DAYA TARIK WISATAWAN
Keywords:
Storytelling digital, Ekowisata mangrove, Daya tarik wisatawan, Mangrove Mirda Likupang, Media sosialAbstract
This study aims to analyze and describe the digital storytelling strategies applied in the development of Mangrove Mirda Likupang ecotourism to enhance its attractiveness to tourists. Mangrove-based ecotourism holds significant ecological and economic potential; however, it is often less appealing due to the lack of emotionally engaging narratives for prospective visitors.
Using a descriptive qualitative approach, data were collected through in-depth interviews, field observations, and documentation studies. The study involved informants including tourism managers, local MSME actors, tourists, and relevant stakeholders. Data analysis was conducted using the Miles and Huberman model.
The results show that the implementation of digital storytelling—such as the use of video reels, narrative captions on Instagram, community-based content, and collaborations with micro-influencers—significantly increases visibility, engagement, and the intention to visit Mangrove Mirda Likupang ecotourism. Authentic stories about fishermen’s lives, the uniqueness of the mangrove ecosystem, and the local traditions of the Likupang community have proven to be effective narrative attractions in the digital era.
This study recommends the development of locally rooted content, packaged consistently and strategically, as a long-term strategy for ecotourism destinations
References
Huertas, A. (2018). How live videos and stories in social media influence tourist opinions and behaviour. Information Technology & Tourism, 19(1-4), 1-28. https://doi.org/10.1007/s40558-018-0112-0.
Kim, H., & Stepchenkova, S. (2015). Effect of tourist photographs on attitudes towards destination: Manifest and latent content. Tourism Management, 49, 29-41.
DOI: 10.1016/j.tourman.2015.02.007.
Lambert, J. (2013). Digital storytelling: Capturing lives, creating community (4th ed.). Routledge.
Leiper, N. (1990). Tourist attraction systems. Annals of Tourism Research, 17(3), 367-384.
DOI: 10.1016/0160-7383(90)90004-B
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Moscardo, G. (2010). The shaping of tourist experience: The importance of stories and themes. In M. Morgan, P. Lugosi, & J. R. B. Ritchie (Eds.), The tourism and leisure experience: Consumer and managerial perspectives (pp. 43-58). Channel View Publications.
Mossberg, L. (2008). Extraordinary experiences through storytelling. Scandinavian Journal of Hospitality and Tourism, 8(3), 195-210.
DOI: 10.1080/15022250802257022.
Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46-54.
DOI: 10.1016/j.tourman.2014.01.012.
Orams, M. B. (1999). Marine tourism: Development, impacts, and management. Routledge.
Tussyadiah, I. P., & Fesenmaier, D. R. (2009). Mediating tourist experiences: Access to places via shared videos. Annals of Tourism Research, 36(1), 24-40.
DOI: 10.1016/j.annals.2008.10.002.
Woodside, A. G., Sood, S., & Miller, K. E. (2008). When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology & Marketing, 25(2), 97-145.
DOI: 10.1002/mar.20203.
