The Relationship Between Social Media and Customer Visits at Tourist Destinations: Case Study of Bali Indonesia

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Published: Dec 29, 2025
DOI: https://doi.org/10.56873/jpkm.v10i2.6002
Keywords:
digital media, social media, tourism service sector
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Marvin Chandra Wijaya
Maranatha Christian University
http://orcid.org/0000-0001-5920-4348

Abstract

This study examines the relationship between social media use by zoos in Bali, Indonesia, and tourist visits. The study investigates how effectively these platforms engage visitors and disseminate information by analyzing the official websites, Instagram accounts, and Twitter accounts of five zoos, combined with visitor surveys. The method used was to conduct a survey of visitors to tourist destinations. The survey results were processed using tools to determine the preferences of visitors to tourist destinations. The survey results showed that visitor preferences for communication channels differed between zoos, highlighting the importance of tailoring social media strategies to target audiences. By mapping visitor expectations against actual social media management practices, the study identifies areas for improvement and proposes a new framework for analyzing the effectiveness of digital communication media in parks and recreation. This framework allows zoo management to better align their social media strategies with visitor preferences, ultimately improving communication and potentially increasing tourist visits.

Article Details

Issue
Vol. 10 No. 2 (2025): Jurnal Pekommas, Volume 10, No. 2, Desember Tahun 2025
Section
Informatics
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