PERAN E-TOURISM DAN MEDIA SOSIAL: ANALISIS DAMPAK TERHADAP PENINGKATAN CITRA DAN DAYA SAING  DESTINASI WISATA DI MAKASSAR

Herminawaty Abubakar; Muhammad  Idris; Arfian Arfian; Ardhia Pramesti  Regitha

doi:10.34127/jrlab.v14i3.1897

Authors

Herminawaty Abubakar Universitas Bosowa
Muhammad Idris Universitas Bosowa
Arfian Universitas Bosowa
Ardhia Pramesti Regitha Universitas Bosowa

DOI:

https://doi.org/10.34127/jrlab.v14i3.1897

Keywords:

E-Tourism, Social Media, Destination Image, Destination Competitiveness

Abstract

This article examines the integrative role of e-tourism and social media in shaping destination image and enhancing tourism competitiveness, with a contextual focus on Makassar City. The digital revolution has shifted the paradigm of tourism, where destination image is now shaped more by electronic Word-of-Mouth (eWOM) and User-Generated Content (UGC) on social media platforms such as Instagram and TikTok than by traditional promotional methods. The literature review highlights that a synergistic collaboration between social media—as a strong driver of affective image through visual storytelling—and e-tourism platforms—as the efficient back-end infrastructure—can significantly streamline the customer journey, provide engaging experiences, and create sustainable competitiveness. Although Makassar has substantial potential with its visually appealing content and high internet penetration, its implementation still faces structural challenges. The major obstacles include low adoption of e-tourism platforms among MSMEs, digital competency gaps, and content that remains static and lacks depth in historical and cultural storytelling. Therefore, this article recommends a comprehensive strategic approach, including the development of an integrated reservation system, data-driven digital storytelling training, the involvement of tourism MSMEs, and triple-helix collaboration among government, academia, and industry players to build an effective and sustainable digital tourism ecosystem in Makassar.

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