Peran Media Sosial dalam Membentuk Tren Pariwisata Kuliner: Studi Kasus Food Blogger dan Influencer
Abstract
Abstract: This research aims to evaluate the role of social media in shaping tourism trends through a case study of food bloggers and influencers. Using the Systematic Literature Review method, literature sources were taken from Scopus, DOAJ, and Google Scholar indexers, with publication periods between 2014 and 2024. The results show that social media plays a very significant role in influencing travelers' decisions regarding culinary destinations. Social media not only serves as a platform for sharing information but also plays a role in shaping and strengthening the image of culinary destinations through authentic and interesting content. Food bloggers and influencers are proven to be able to shape travelers' preferences and behavior through an emotional and creative approach. In addition, transparency in the disclosure of sponsorships and advertisements in content is essential to maintain credibility and promotional effectiveness. This study concludes that social media, if used with the right strategy, can be a very effective tool in culinary tourism promotion compared to traditional promotional media.
Abstrak: Penelitian ini bertujuan untuk mengevaluasi peran media sosial dalam membentuk tren pariwisata melalui studi kasus food blogger dan influencer. Dengan menggunakan metode Systematic Literature Review, sumber literatur diambil dari pengindeks Scopus, DOAJ, dan Google Scholar, dengan periode terbitan antara tahun 2014 hingga 2024. Hasil penelitian menunjukkan bahwa media sosial memainkan peran yang sangat signifikan dalam mempengaruhi keputusan wisatawan terkait destinasi kuliner. Media sosial tidak hanya berfungsi sebagai platform untuk berbagi informasi tetapi juga berperan dalam membentuk dan memperkuat citra destinasi kuliner melalui konten yang autentik dan menarik. Food blogger dan influencer terbukti mampu membentuk preferensi dan perilaku wisatawan melalui pendekatan yang emosional dan kreatif. Selain itu, transparansi dalam pengungkapan sponsor dan iklan dalam konten sangat penting untuk menjaga kredibilitas dan efektivitas promosi. Penelitian ini menyimpulkan bahwa media sosial, jika digunakan dengan strategi yang tepat, dapat menjadi alat yang sangat efektif dalam promosi pariwisata kuliner dibandingkan dengan media promosi tradisional.
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