Peran Media Sosial dalam Membentuk Persepsi Wisatawan dan Ekuitas Merek Destinasi: Sebuah Kajian Sistematis

Mochammad Al Musadieq; Edlyn Khurotul Aini; Hanifa Maulani Ramadhan; Layyin Nafisa Arifin; Zaki Alif Ramadhani

doi:10.32493/drb.v8i6.54694

Authors

Mochammad Al Musadieq Fakultas Ilmu Administrasi, Universitas Brawijaya
Edlyn Khurotul Aini Fakultas Ilmu Administrasi, Universitas Brawijaya
Hanifa Maulani Ramadhan Fakultas Ilmu Administrasi, Universitas Brawijaya
Layyin Nafisa Arifin Fakultas Ilmu Administrasi, Universitas Brawijaya
Zaki Alif Ramadhani Fakultas Ilmu Administrasi, Universitas Brawijaya

DOI:

https://doi.org/10.32493/drb.v8i6.54694

Keywords:

Media Sosial; Persepsi Wisatawan; Ekuitas Merek Destinasi; Kajian Sistematis

Abstract

Perkembangan media sosial telah merevolusi cara destinasi wisata membangun dan memelihara citra merek di era digital. Penelitian ini bertujuan untuk mengkaji peran media sosial dalam membentuk persepsi wisatawan dan meningkatkan ekuitas merek destinasi, serta memahami pengaruh algoritma terhadap visibilitas dan konstruksi citra digital. Pendekatan penelitian menggunakan Systematic Literature Review (SLR) dengan metode PRISMA untuk mengidentifikasi, menyaring, dan mensintesis artikel empiris yang diterbitkan dalam periode 2023–2025. Dari 240 artikel yang diidentifikasi melalui basis data Scopus, sebanyak 19 artikel memenuhi kriteria inklusi untuk dianalisis. Hasil penelitian menunjukkan bahwa keberhasilan strategi branding destinasi ditentukan oleh empat faktor utama, yaitu kualitas konten, kredibilitas sumber informasi, otentisitas narasi, dan tingkat keterlibatan pengguna. Selain itu, ditemukan bahwa konsep destination brand equity mengalami evolusi dari model hierarkis menuju ekosistem ko-kreatif yang partisipatif, di mana wisatawan turut berperan sebagai pembentuk nilai merek. Sementara itu, algoritma media sosial berperan sebagai mediator yang menentukan eksposur, estetika, dan bias persepsi wisatawan terhadap destinasi tertentu. Kesimpulannya, media sosial bukan hanya alat promosi, tetapi juga ruang sosial yang membentuk identitas, nilai, dan daya saing destinasi wisata di era algoritma. Penelitian ini memberikan implikasi teoretis terhadap pengembangan teori ekuitas merek dan co-creation, serta implikasi praktis bagi Destination Marketing Organizations dalam merancang strategi komunikasi digital yang lebih adaptif, partisipatif, dan berbasis data.

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