Developing Bilingual Social Media Content to Promote Desa Wisata Gunungsari Based on Five Content Pillars

Abstract

Desa wisata Gunungsari in Batu City is a tourism village with various potentials that can attract both domestic and international visitors. To promote its existence, this research employed a design and development approach using the ADDIE model, which includes analysis, design, development, implementation, and evaluation. Data were collected through observation, interviews, and surveys. The product developed is bilingual social media content based on five content pillars: education, engagement, entertainment, promotion, and inspiration. Each video follows a structured storyline using AIDA and PAS strategies to maximize audience engagement. A total of 11 videos were produced, including 1 profile video, 2 educational videos, 2 engagement videos, 2 entertainment videos, 2 promotional videos, and 2 inspirational videos. The content was tested with 60 respondents, both domestic and international visitors, who were asked about their interest in visiting Gunungsari Village, their opinions on the displayed potential of the tourism village, and their willingness to follow the village’s TikTok account. The results showed that 57 respondents were interested in visiting, 58 liked the potential displayed by the Desa wisata Gunungsari, and 56 were willing to follow the TikTok account. Findings of the ‘implementation’ stage shows that the videos were uploaded to a dedicated TikTok account, serving as a promotional tool for Gunungsari village. The research suggests that future content should continue to be developed using the five content pillars to maintain engagement and attract more visitors.