Empirical Analysis of Destination Image Through Tiktok Video Comments

Aditia Sobarna

doi:10.35313/jtospolban.v3i3.102

Authors

Aditia Sobarna Padjadjaran University

DOI:

https://doi.org/10.35313/jtospolban.v3i3.102

Keywords:

Tiktok, Borobudur, Tourist perception, social media, destination image

Abstract

This study examines the role of comments on the TikTok social media platform in shaping the image of tourist destinations, focusing on Borobudur Temple, a world heritage site in Indonesia. A thematic analysis of comments on TikTok reveals the public's perception of Borobudur Temple as a historical destination enriched with spiritual values and myths. Terms such as "myth" and "belief" predominate, highlighting the temple's uniqueness and religious backdrop. Social media, particularly TikTok, plays a crucial role in shaping these perceptions. By understanding and addressing these perceptions, marketing strategies on digital platforms can be more effective, enhancing the global appeal of Borobudur Temple. The overall findings underscore the power of social media in shaping the image of tourist destinations and provide recommendations for stakeholders in the tourism industry.

References

Abbasi, A. Z., Tsiotsou, R. H., Hussain, K., Rather, R. A., & Ting, D. H. (2023). Investigating the impact of social media images’ value, consumer engagement, and involvement on eWOM of a tourism destination: A transmittal mediation approach. Journal of Retailing and Consumer Services, 71, 103231.

Bec, A., Moyle, B., Timms, K., Schaffer, V., Skavronskaya, L., & Little, C. (2019). Management of immersive heritage tourism experiences: A conceptual model. Tourism Management, 72, 117-120.

Boz, M. (2020). Myths and Legends in Destination Tourism Marketing: The Story of Hero and Leander—Canakkale, Turkey. Paper presented at the Heritage Tourism Beyond Borders and Civilizations: Proceedings of the Tourism Outlook Conference 2018.

Calvi, L., & Hover, M. (2022). Storytelling for mythmaking in tourist destinations. In Leisure Myths and Mythmaking (pp. 92-105): Routledge.

Chenchen, X., Yurong, Z., Die, H., & Zhenqiang, X. (2020). The impact of Tik Tok video marketing on tourist destination image cognition and tourism intention. Paper presented at the 2020 International Workshop on Electronic Communication and Artificial Intelligence (IWECAI).

Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of travel research, 17(4), 18-23.

Cronjé, D. F., & du Plessis, E. (2020). A review on tourism destination competitiveness. Journal of Hospitality and Tourism Management, 45, 256-265.

Damanik, J., & Yusuf, M. (2022). Effects of perceived value, expectation, visitor management, and visitor satisfaction on revisit intention to Borobudur Temple, Indonesia. Journal of Heritage Tourism, 17(2), 174-189.

Domínguez-Quintero, A. M., González-Rodríguez, M. R., & Paddison, B. (2020). The mediating role of experience quality on authenticity and satisfaction in the context of cultural-heritage tourism. Current Issues in Tourism, 23(2), 248-260.

Farrukh, M., Shahzad, I. A., Sajid, M., Sheikh, M. F., & Alam, I. (2022). Revisiting the intention to travel framework in the perspective of medical tourism: The role of eWord-of-mouth and destination image. International Journal of Healthcare Management, 15(1), 28-35.

Garay, L. (2019). # Visitspain. Breaking down affective and cognitive attributes in the social media construction of the tourist destination image. Tourism Management Perspectives, 32, 100560.

Ghassani, G. G., Rahadi, R. A., & Jatmika, B. (2020). Conceptual model for millenials tourist visit motivation in Borobudur. J. Tour. Hosp. Env. Manag, 5, 67-89.

Gholamhosseinzadeh, M. S., Chapuis, J.-M., & Lehu, J.-M. (2023). Tourism netnography: How travel bloggers influence destination image. Tourism Recreation Research, 48(2), 188-204.

Goyal, C., & Taneja, U. (2023). Electronic word of mouth for the choice of wellness tourism destination image and the moderating role of COVID-19 pandemic. Journal of Tourism Futures.

Hermawan, B., Salim, U., Rohman, F., & Rahayu, M. (2016). Borobudur temple as Buddhist Pilgrimage destination in Indonesia: an analysis of factors that affect visit intention. Journal of International Buddhist Studies JIBS. Vol, 7(2).

Hermawan, B., Salim, U., Rohman, F., & Rahayu, M. (2019). Making Borobudur a buddhist religious tourist destination: an effort to preserve buddhist temples in Indonesia. International Review of Social Research, 9(1), 71-77.

Hsu, F. C., & Scott, N. (2020). Food experience, place attachment, destination image and the role of food-related personality traits. Journal of Hospitality and Tourism Management, 44, 79-87.

Humagain, P., & Singleton, P. A. (2021). Exploring tourists' motivations, constraints, and negotiations regarding outdoor recreation trips during COVID-19 through a focus group study. Journal of Outdoor Recreation and Tourism, 36, 100447.

Karri, V. R. S., & Dogra, J. (2023). Destination stereotypes: a phenomenon of destination image. Journal of Hospitality and Tourism Insights, 6(3), 1290-1308.

Lam, J. M., Ismail, H., & Lee, S. (2020). From desktop to destination: User-generated content platforms, co-created online experiences, destination image and satisfaction. Journal of Destination Marketing & Management, 18, 100490.

Li, T. T., Liu, F., & Soutar, G. N. (2021). Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context. Journal of Destination Marketing & Management, 19, 100547.

Li, Y. (2021). The Effect of Tiktok on Tourists' Travel Intention. Frontiers in Economics and Management, 2(2), 176-186.

Lin, H., Zhang, M., Gursoy, D., & Fu, X. (2019). Impact of tourist-to-tourist interaction on tourism experience: The mediating role of cohesion and intimacy. Annals of Tourism Research, 76, 153-167.

Lin, M. S., Liang, Y., Xue, J. X., Pan, B., & Schroeder, A. (2021). Destination image through social media analytics and survey method. International Journal of Contemporary Hospitality Management, 33(6), 2219-2238.

Marine-Roig, E., & Huertas, A. (2020). How safety affects destination image projected through online travel reviews. Journal of Destination Marketing & Management, 18, 100469.

Mazanec, J. A., Wöber, K., & Zins, A. H. (2007). Tourism destination competitiveness: from definition to explanation? Journal of Travel research, 46(1), 86-95.

Merga, M. K. (2021). How can Booktok on TikTok inform readers' advisory services for young people? Library & Information Science Research, 43(2), 101091.

Nautiyal, R., Albrecht, J. N., & Carr, A. (2022). Can destination image be ascertained from social media? An examination of Twitter hashtags. Tourism and Hospitality Research, 14673584221119380.

Pan, X., Rasouli, S., & Timmermans, H. (2021). Investigating tourist destination choice: Effect of destination image from social network members. Tourism Management, 83, 104217.

Pandey, A., & Sahu, R. (2020). Modeling the relationship between service quality, destination attachment and eWOM intention in heritage tourism. International Journal of Tourism Cities, 6(4), 769-784.

Park, E., Choi, B.-K., & Lee, T. J. (2019). The role and dimensions of authenticity in heritage tourism. Tourism Management, 74, 99-109.

Rasoolimanesh, S. M., Seyfi, S., Hall, C. M., & Hatamifar, P. (2021). Understanding memorable tourism experiences and behavioural intentions of heritage tourists. Journal of Destination Marketing & Management, 21, 100621.

Roostika, R., & Yumna, T. P. (2023). The influence of destination awareness, destination image, and perceived quality on Indonesian TikTok users’ visiting intention. International Journal of Business Ecosystem & Strategy (2687-2293), 5(1), 49-59.

Šegota, T., Chen, N., & Golja, T. (2022). The impact of self-congruity and evaluation of the place on WOM: Perspectives of tourism destination residents. Journal of Travel research, 61(4), 800-817.

Setiawan, P. Y., Purbadharmaja, I. B. P., Widanta, A. A. B. P., & Hayashi, T. (2021). How electronic word of mouth (e-WOM) triggers intention to visit through destination image, trust and satisfaction: the perception of a potential tourist in Japan and Indonesia. Online Information Review, 45(5), 861-878.

Shafiee, S., Rajabzadeh Ghatari, A., & Hasanzadeh, A. (2019). Developing a model for sustainable smart tourism destinations: A systematic review. Tourism Management Perspectives, 287–300. doi:10.1016/j.tmp.2019.06.002

Sheng, F., Zhang, Y., Shi, C., Qiu, M., & Yao, S. (2020). Xi’an tourism destination image analysis via deep learning. Journal of Ambient Intelligence and Humanized Computing, 1-10.

Social, W. A. (2023). Digital 2023 Global Overview Report. We are Social.

Song, S., Park, S. B., & Park, K. (2021). Thematic analysis of destination images for social media engagement marketing. Industrial Management & Data Systems, 121(6), 1375-1397.

Sugathan, P., & Ranjan, K. R. (2019). Co-creating the tourism experience. Journal of Business Research, 100, 207-217.

Tiago, F., Couto, J., Faria, S., & Borges-Tiago, T. (2018). Cruise tourism: social media content and network structures. Tourism Review, 73(4), 433-447.

UNESCO. (2012). Borobudur Temple Compounds. Retrieved from https://whc.unesco.org/en/list/592/

Wengel, Y., Ma, L., Ma, Y., Apollo, M., Maciuk, K., & Ashton, A. S. (2022). The TikTok effect on destination development: Famous overnight, now what? Journal of Outdoor Recreation and Tourism, 37, 100458.

Xiao, X., Fang, C., Lin, H., & Chen, J. (2022). A framework for quantitative analysis and differentiated marketing of tourism destination image based on visual content of photos. Tourism Management, 93, 104585.

Yuliarti, M. S., Rahmanto, A. N., Priliantini, A., Naini, A. M. I., Anshori, M., & Hendriyani, C. T. (2021). Storytelling of Indonesia Tourism Marketing in Social Media: Study of Borobudur and Danau Toba Instagram Account. Jurnal Komunikasi, 13(1), 107-117.

Zhang, Z. (2021). Infrastructuralization of Tik Tok: Transformation, power relationships, and platformization of video entertainment in China. Media, Culture & Society, 43(2), 219-236.

Zhou, Q., Sotiriadis, M., & Shen, S. (2023). Using TikTok in tourism destination choice: A young Chinese tourists' perspective. Tourism Management Perspectives, 46, 101101.