UPAYA PENGEMBANGAN PROMOSI WISATA BERBASIS MEDIA SOSIAL DI PANTAI SORAKE KEBUPATEN NIAS SELATAN

Abstrak

Penelitian ini membahas upaya pengembangan promosi wisata berbasis media sosial di Pantai Sorake, Nias Selatan, yang dikenal sebagai destinasi selancar berkelas internasional. Tujuan penelitian adalah menganalisis upaya promosi berbasis media sosial yang dilakukan oleh Dinas Pariwisata, pelaku usaha wisata, komunitas lokal, serta keterlibatan wisatawan. Metode penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa media sosial, khususnya Instagram, Facebook, YouTube, dan TikTok, menjadi sarana utama dalam memperkuat citra Pantai Sorake. Instagram unggul pada konten visual, Facebook efektif menjangkau masyarakat lokal, YouTube berperan dalam storytelling jangka panjang, sementara TikTok terbukti paling dinamis dan viral dalam menarik wisatawan mancanegara. Namun demikian, keterbatasan bahasa asing dan konsistensi konten masih menjadi tantangan utama. Kesimpulan dari penelitian ini yaitu strategi promosi berbasis media sosial di Pantai Sorake perlu diperkuat melalui kolaborasi pemerintah, pelaku usaha, komunitas, dan wisatawan dengan mengedepankan prinsip co-creation, penggunaan bahasa internasional, serta konten kreatif yang berkelanjutan.

This study discusses efforts to develop tourism promotion through social media at Sorake Beach, South Nias, which is known as an international-class surfing destination. The purpose of the research is to analyze the social media–based promotion carried out by the Department of Tourism, tourism business actors, local communities, and tourist involvement. The research method employs a descriptive qualitative approach with data collection techniques including interviews, observations, and documentation. The results show that social media particularly Instagram, Facebook, YouTube, and TikTok has become the main medium for strengthening Sorake Beach’s image. Instagram excels in visual content, Facebook is effective in reaching local communities, YouTube plays a role in long-term storytelling, while TikTok proves to be the most dynamic and viral in attracting international tourists. However, limitations in foreign language use and content consistency remain the main challenges. The conclusion of this study is that social media–based promotion strategies at Sorake Beach need to be strengthened through collaboration between the government, business actors, communities, and tourists by emphasizing the principles of co-creation, the use of international languages, and sustainable creative content.