Social media narratives influence tourists' desire to visit destinations

Jakarta - The Ministry of Tourism believes that narratives on social media can influence the desires and activities tourists wish to try when visiting a destination.

“We, as tourism industry players and tourism journalists, have the task of orchestrating narrative values that are honestly proven, validated, and true,” said Apni Jaya Putra, Special Staff to the Minister for Public Communication and Media at the Ministry of Tourism, during a media gathering in Jakarta on Friday.

Apni stated that the human brain has been designed from the outset to enjoy receiving information that uses visuals. With the vast wealth of history, culture, and nature, visuals accompanied by the right narrative can help market Indonesian tourism in a more immersive and efficient manner. This is especially true if the narrative used contains interesting information, such as local beliefs or folklore.

“Wherever you go, we always have a story and a destination. That is why the combination of narrative storytelling with artificial intelligence will become a strength,” Apni said.

Apni believes this approach can attract more tourists, particularly the younger generation who currently seek information through social media platforms like Instagram and TikTok. All search engines will depend on the keywords searched, which can eventually shape new habits when travelling.

“Today, the decision to go to a destination is not determined by Google. For instance, they help their father find a place to eat, and they do it on TikTok, where the AI engine will miraculously and quickly present your needs,” he said.

Nowadays, social media users with even a small number of followers can go viral when introducing something through a short video if the narrative presented is compelling. Moreover, with the presence of Social Justice Warrior groups who typically voice certain issues, there is an opportunity for a tourist destination to gain greater attention.

“Now the so-called ‘Nano’ has emerged. We once had ‘Micro’, but now it is ‘Nano’. Nano Influencers—what is their advantage? They are SJWs, SJWs who seem like ordinary people. They are the ones who will elevate Indonesian tourism, and they move extraordinarily,” he stated.