Cultural Content in the Youth’s Social Media on Likupang Super Priority Tourism Destination

Abstract

There are 1340 ethnic groups comprising Indonesia, a country with a rich culture and has a lot to offer to the tourism industry. This cultural wealth needs to be communicated to the community, including the younger generation, as the younger generation and the largest group of users of social media, as well as a potential market for the tourism business. Experience sharing activities carried out through social media have a positive and significant influence on travel intentions. Millennials and Generation Z who are fluent in social media, have a role in increasing tourism activities. Ideally, these cultural contents are shared abundantly on social media. Then, how is cultural content shared on social media about the super priority destination of Likupang. The research aims to analyze the cultural content in the social media of Likupang super priority tourist destination among the younger generation. The research is conducted in a qualitative case study method, where data collection was carried out through social media observations using big data analysis tools, and forum group discussion with the younger generation, academics, and tourism practitioners in the Likupang area. This research found variations in cultural content in Likupang tourism include language, clothing, arts and culture, local wisdom, culinary, leisure activities. Secondly, regarding narration and storytelling. Of the many kinds of uploaded content, narrative content has its own charm, even above it has been found that the content has the 7th highest engagement among 1000 uploads with the hashtag #Likupang. Thirdly, the selection of the method in conveying the narrative and storytelling, which micro-influencers' content aims to increase consumer travel conversion, more than brand recognition among a larger audience.