Pengaruh Penggunaan Video Model Storytelling Terhadap Efektivitas Promosi Pariwisata Indonesia

Abstract

This study explores the impact of video storytelling on the effectiveness of promoting Indonesian tourism through social media. In today’s digital era, narrative-based visual marketing strategies have become essential tools to capture global audiences' attention while enhancing the appeal of tourist destinations. Video storytelling combines visual, audio, and narrative elements to create an immersive emotional experience, engaging viewers and encouraging interaction. This study employs a qualitative approach through content analysis of the promotional video "Borobudur Temple – Where History Lives Forever" and surveys Indonesian audiences who have watched the video. Data was collected via online questionnaires and analyzed thematically to identify relevant patterns and themes. The findings reveal that narrative (52.2%) and visual elements (60.9%) in the video are highly engaging and effective in capturing audience interest. Additionally, traditional music, local cultural representations, and moral messages enhance the emotional appeal of the video. This strengthens viewers' understanding of the destination's uniqueness and fosters a desire to visit. The majority of respondents (56.5%) stated that video storytelling significantly influences their travel decisions. Therefore, this study concludes that video storytelling is an effective strategy to promote tourism, reinforce local cultural imagery, increase global competitiveness, and support cultural preservation through interactive social media platforms.