•  
  •  
 

Journal of Indonesian Tourism and Policy Studies

Abstract

The paradigm shift in tourist behavior post-COVID-19 has altered market preferences from mass tourism toward a more personalized and quality-oriented special interest tourism, such as outdoor trekking. This phenomenon compels micro-enterprises like Sana Tour to transition their marketing strategies into the digital ecosystem to build brand awareness. This study aims to analyze the organic content packaging formulas on the @sanatourtrekkingbogor TikTok account, map the customer journey path using the 5A Customer Journey framework, and identify the supporting and inhibiting factors of content effectiveness. The research approach employed is qualitative descriptive utilizing Robert Kozinets' Netnography model. Data were gathered through in-depth interviews with consumers and social media practitioners, online observations of comment section interactions, and documentation of digital analytical metrics from the targeted account and similar competitors. The results indicate that an effective content strategy formulation integrates high-resolution non-HDR visual aspects as stopping power, transparency of information value in the form of a package price poster, and personalization of storytelling style through a daily vlog format. Based on the 5A framework, the current content packaging strategy is only optimal in driving the audience through the initial stages (Aware, Appeal, and Ask), while still experiencing a conversion gap toward final booking actions (Act). The primary supporting factors for content effectiveness include visual clarity and the efficiency of the informational poster, whereas the dominant inhibiting factors are a deficit in operational consistency of content publication (less than three times a week) and visual identity weaknesses in the less iconic "S" letter logo design, which lowers the potential for brand recall.

Bahasa Abstract

Perubahan paradigma perilaku wisatawan pascapandemi COVID-19 menggeser preferensi pasar dari wisata massal (mass tourism) menuju pariwisata minat khusus yang lebih personal dan berorientasi pada kualitas pengalaman, seperti wisata trekking alam terbuka. Fenomena ini menuntut pelaku usaha mikro seperti Sana Tour untuk memindahkan strategi pemasaran ke platform digital guna membangun kesadaran merek (brand awareness). Penelitian ini bertujuan untuk menganalisis formulasi pengemasan konten organik pada akun TikTok @sanatourtrekkingbogor, memetakan alur perjalanan pelanggan menggunakan kerangka Customer Journey 5A, serta mengidentifikasi faktor pendukung dan penghambat efektivitas konten. Pendekatan penelitian yang digunakan adalah kualitatif deskriptif dengan metode Netnografi model Robert Kozinets. Data dihimpun melalui teknik wawancara mendalam terhadap konsumen dan praktisi media sosial, observasi daring pada interaksi kolom komentar, serta dokumentasi metrik analitik digital akun objek dan kompetitor sejenis. Hasil penelitian menunjukkan bahwa formulasi strategi konten yang efektif mengintegrasikan aspek visual resolusi tinggi non-HDR sebagai stopping power, transparansi nilai informasi berupa poster harga paket, serta personalisasi gaya penceritaan lewat format daily vlog. Berdasarkan kerangka 5A, strategi pengemasan konten saat ini baru optimal menggerakkan audiens pada tahap awal (Aware, Appeal, dan Ask), namun masih mengalami kesenjangan konversi menuju tindakan pemesanan (Act). Faktor pendukung utama efektivitas konten meliputi kejernihan visual dan efisiensi poster informasi, sedangkan faktor penghambat yang dominan adalah defisit konsistensi operasional publikasi konten (kurang dari tiga kali seminggu) serta kelemahan identitas visual pada desain logo huruf S yang kurang ikonik sehingga menurunkan potensi ingatan merek (brand recall).

References

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press.

Alyatalatthaf, M. D. M. (2024). Widely project: Utilizing an ultra-wide angle lens in photographing Museum Bahari Jakarta. REKAM: Jurnal Fotografi, Televisi, Animasi, 20(2), 113–128. https://doi.org/10.24821/rekam.v20i2.11525

Alyatalatthaf, M. D. M., Lobodally, A., & Putri, N. F. (2024). Dissecting the political persona of the 2024 Indonesian presidential election through visual framing analysis. Profetik: Jurnal Komunikasi, 17(2), 326–347. https://doi.org/10.14421/pjk.v17i2.2977

Alyatalatthaf, M. D. M., & Putri, N. F. (2025). Monroe’s oversexualization through the male gaze in Blonde. Jurnal Komunikasi: Malaysian Journal of Communication, 41(2), 34–50. https://doi.org/10.17576/JKMJC-2025-4102-03

Ambara Riqi Dwi, A. Z., & Mawardi, M. K. (2025). The moderating impact of social media use on culturally sustainable tourism from the perspective of the Theory of Planned Behaviour. Journal of Indonesian Tourism and Development Studies, 13(1), 1–11.

Creswell, J. W., & Creswell, J. D. (2023). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (6th ed.). SAGE Publications.

Farhannail, A., & Yuniarti, R. (2023). Pengaruh konten kreatif dan kualitas informasi akun TikTok @pesonaindonesia terhadap minat berwisata. JRK (Jurnal Riset Komunikasi), 14(2), 187.https://doi.org/10.31506/jrk.v14i2.22885

Jahja, A. S. (2022). Pemasaran Strategik untuk Pariwisata Berkelanjutan. CV Media Sains Indonesia.

Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.

Kemp, S. (2025). Digital 2026: Indonesia. DataReportal.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. John Wiley & Sons.

Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 6.0: The Future Is Immersive. John Wiley & Sons.

Kozinets, R. V. (2020). Netnography: The Essential Guide to Qualitative Social Media Research (3rd ed.). SAGE Publications.

MA'ARIEF ALYATALATTHAF, Muhammad Dicka et al. Mediating Historical Heritage: Exploring Documentary Photography and an Instagram Collaborative Post in Chronicling the Onrust Archaeological Museum. Journal of Urban Society's Arts, [S.l.], v. 13, n. 1, p. 13-33, may 2026. ISSN 2355-214X. Available at: <https://journal.isi.ac.id/index.php/JOUSA/article/view/17381>. Date accessed: 11 sep. 2026. doi:https://doi.org/10.24821/jousa.v13i1.17381.

Rarasati, A. D. (2017). Pengaruh perceived quality, brand awareness, dan brand association terhadap brand loyalty pada Two Way Cake Compact Wardah [Undergraduate thesis, Trisakti School of Management]. https://library.tsm.ac.id/detilpustaka.php?id_pustaka2=201380037

Rarasati, A. D., & Shihab, M. S. (2022). Pengaruh e-service quality dan price terhadap customer trust serta dampaknya pada e-loyalty (Studi pada GrabFood). Jurnal Ilmu Manajemen, 18(2). https://journal.uny.ac.id/index.php/jim/article/view/55996/pdf

Rarasati, A. D., & Alyatalatthaf, M. D. M. A. (2026). Examining the impact of environmental, social, and governance integration on sustainable competitive advantage in digital platform: A case study of Tokopedia. Journal of Economic, Business & Accounting Research, 4(1), 19–33. https://doi.org/10.61511/jembar.v4i1.2026.3157

Suryani, T., Fauzi, A. A., & Nurhadi, M. (2021). Enhancing brand image in the digital era: Evidence from small and medium-sized enterprises (SMEs) in Indonesia. Gadjah Mada International Journal of Business, 23(3), 314–340.

Wahyuni, N., Setiawan, B., Parantika, A., Wiweka, K., & Adnyana, P. (2024). Emerging technologies in the tourism and hospitality industry: Tourism digital marketing in Indonesia—Current issues, challenges and opportunities.

Widilestari, C., Masriah, M., Nugroho, A. Y., Putrianti, F. G., & Anshoriyah, S. (2025). The impact of TikTok marketing on consumer motivation and purchase decisions for tourism products in Labuan Bajo. International Journal of Economics (IJEC), 4(2), 1053–1063.https://doi.org/10.55299/ijec.v4i2.1466

Yudhistira, P. G. A., Kurniasari, N. M. D. R., & Bambang, S. P. S. (2023). The mediating role of social media use and perceived value between tourist knowledge and tourist attitudes: A study on the digital native generation. Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management, 16(3), 491–505.https://doi.org/10.20473/jmtt.v16i3.4690976

Download

Share

COinS