Pengembangan Obyek Wisata Pantai Gumumae di Kota Bula Melalui Promosi Media Sosial

The Development of Gumumae Beach Tourism Object in Bula City Through Social Media Promotion

Abstract

This study aims to analyze the effectiveness of social media promotion in developing the Gumumae Beach tourist destination in Bula City. A qualitative approach was employed through field observations, interviews with visitors and local business actors, and documentation of social media content. The results show that Facebook, Instagram, TikTok, and WhatsApp are the primary platforms used by the community to disseminate visual information and travel narratives. Content shared organically has proven effective in increasing visitor interest and strengthening the destination’s positive image. However, digital promotion remains individual-based and is not yet integrated into an official promotional strategy by managers or local authorities. In addition, several challenges were identified, including inadequate tourism infrastructure, suboptimal road access, and a lack of supporting facilities. Therefore, cross-sector collaboration is needed to enhance digital-based promotional capacity and to develop sufficient infrastructure and facilities to support the sustainable tourism growth of Gumumae Beach