PERAN MEDIA SOSIAL DALAM TRANSFORMASI JATILUWIH SEBAGAI DESTINASI WISATA NGOPI DI KALANGAN GENERASI MUDA
Keywords:
Transformasi Digital Pariwisata; Media Sosial; Generasi Milenial; Budaya Ngopi; Jatiluwih; Citra Destinasi.Abstract
Digital transformation in the tourism sector has significantly reshaped destination promotion strategies and influenced the travel preferences of younger generations. This study aims to analyze the effectiveness of social media in establishing the presence of Jatiluwih as a coffee culture–based tourism destination among millennials. A qualitative descriptive approach was employed, with data collected through in-depth interviews with tourists and local business actors, social media content analysis (particularly Instagram), and direct field observations in the Jatiluwih area. Data were analyzed using the interactive model of Miles and Huberman, which includes data reduction, data display, and conclusion drawing.
The findings indicate that social media, especially Instagram, plays a significant role in shaping Jatiluwih’s image not only as a destination based on the subak landscape but also as a new social space for aesthetic and “Instagrammable” coffee-related activities. Visual representations highlighting terraced rice fields, natural ambiance, and the experience of relaxing in open-air cafés effectively attract the interest of younger visitors. In addition, digital interactions through content sharing features and user reviews strengthen promotion through electronic word of mouth.
This study concludes that the optimization of social media–based promotional strategies not only enhances destination attractiveness but also drives the transformation of spatial meaning from an agrarian landscape into a lifestyle-based tourism destination. Coffee culture in Jatiluwih serves as a medium for integrating local values with global trends, thereby reinforcing the destination’s presence in the competitive contemporary tourism landscape. These findings provide practical implications for tourism stakeholders in developing adaptive, contextual, and sustainable digital marketing strategies.
Keywords: Digital Tourism Transformation; Social Media; Millennial Generation; Coffee Culture; Jatiluwih; Destination Image
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