KOMUNIKASI VISUAL STORYTELLING DALAM VIDEO PROMOSI WISATA PURWOKERTO
DOI:
https://doi.org/10.22437/jisipunja.v9i1.42763Keywords:
Komunikasi Visual, Storytelling, Analisis Konten, Pariwisata, Media SosialAbstract
Penelitian ini menganalisis efektivitas video promosi wisata Purwokerto yang menggunakan teknik visual storytelling untuk menarik audiens dan menyampaikan pesan destinasi wisata. Video ini menggabungkan elemen visual yang menggugah, seperti keindahan alam, aktivitas menarik, dan interaksi sosial, dengan narasi yang menyentuh emosi, memungkinkan audiens merasakan pengalaman yang ditawarkan. Hasil penelitian menunjukkan bahwa video ini berhasil meningkatkan minat audiens, terbukti dengan tingginya angka engagement di media sosial (1,9 juta views, 91.800 likes, dan 38.200 shares). Peningkatan jumlah wisatawan di Kabupaten Banyumas sebesar 34,2% pada tahun 2024 mencerminkan dampak positif dari promosi melalui media sosial. Keterlibatan pemerintah dalam mendukung promosi wisata dan pembangunan infrastruktur juga berperan penting dalam pertumbuhan sektor pariwisata dan perekonomian daerah. Secara keseluruhan, penelitian ini mengonfirmasi bahwa teknik visual storytelling dalam video promosi wisata efektif dalam mempengaruhi persepsi audiens dan mendorong mereka untuk mengunjungi destinasi wisata, sambil memperkenalkan keindahan alam serta budaya lokal.
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