Unlocking the Potential: The Diverse Impacts of User-Generated Content on Tourism Promotion Prihatin Dwihantoro(1), Dwi Susanti(2), Pristi Sukmasetya(3), Moch. Imron Rosyidi(4)
1,2) Communication Department, Universitas Muhammadiyah Magelang, Magelang, Indonesia
3) Department of Informatics Engineering, Universitas Muhammadiyah Magelang, Magelang, Indonesia
4) Communication Department, Universitas Trunojoyo Madura, Madura, Indonesia
Abstract
In Kalibiru, Yogyakarta, we found utilization has resulted in an increase in the number of visitors from 2010, which amounted to 717 per year. It is reaching its peak in 2016 with a total of 36,923 visitors per year. However, the area experienced decreased visitors even before the COVID-19 pandemic in 2018 with 1,880 visitors, a 94% decrease. This research was conducted in the Kalibiru Tourism Area, Kulonprogo, Yogyakarta Special Region to describe other impacts or side effects of using user-generated content as a tourism promotion media in Kalibiru Yogyakarta. The conceptual approach used is the concept of a spectacle society from Jean Baudrillard. This qualitative research method is a case study by conducting in-depth interviews with informants according to the judging criteria, namely the manager of the Kalibiru tourist area. Various innovations in the use of UGC can attract tourists to come to Kalibiru. However, the digitization of this destination, or what is more often called selfie spots has not been able to bring visitors sustainably. So the use of UGC that is not wise can cause the talkative presence of net citizens, which leads to the instability of visitors in tourist areas. Suggestions that can be given from this research are the need for further research to find more effective strategies to maintain the sustainability of tourism visitors. Maybe you can do action research by conducting a partnership pilot project that can support tourism sustainability according to the SDG^s goals, namely sustainable institutional partnerships.
