KOMUNIKASI VISUAL STORYTELLING DALAM VIDEO PROMOSI WISATA PURWOKERTO
DOI:
https://doi.org/10.22437/jisipunja.v9i1.42763Kata Kunci:
Visual Communication, Storytelling, Promotional Video, Content Analysis, Purwokerto Tourism, Social MediaAbstrak
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.
Referensi
Aiello, G., & Parry, K. (2020). Visual Communication: Understanding Images in Media Culture. SAGE Publications Ltd. https://doi.org/10.4135/9781529721522
Banyumas, D. K. dan I. K. (2025). Data dan Informasi Kabupaten Banyumas 2025. https://dimassatria.banyumaskab.go.id/front/download
Brondoni, S. M. (2016). Global Tourism Management. Mass, Experience and Sensations Tourism. Symphonya. Emerging Issues in Management, 0(1 SE-Articles), 7–24. https://doi.org/10.4468/2016.1.02brondoni
Cavalheiro, M. B., Luiz Antonio, J., & and Cavalheiro, G. M. do C. (2020). Towards a Smart Tourism Destination Development Model: Promoting Environmental, Economic, Socio-cultural and Political Values. Tourism Planning & Development, 17(3), 237–259. https://doi.org/10.1080/21568316.2019.1597763
Desmet, P. M. A. (2012). Faces of product pleasure: 25 positive emotions in human-product interactions. International Journal of Design, 6(2).
Dewi, M. S. R. (2024). Jurnal Kajian Pariwisata. 6(2), 142–154. https://doi.org/10.51977/jiip.v6i2.1871
Dionisio, M., & Nisi, V. (2021). Leveraging Transmedia storytelling to engage tourists in the understanding of the destination’s local heritage. Multimedia Tools and Applications, 80(26), 34813–34841.
Duarte, N. (2010). Resonate: Present visual stories that transform audiences. John Wiley & Sons.
Fauziah, N., Agung, I. G., Lawe, R., & Syafikarani, A. (2025). Perancangan Brand Attribute Wisata Kampung Adat Menciptakan Recognition Pada Generasi Z Di Bandung. 12(1), 1075–1095.
Fong, Y. L., Firoz, D., Idros, W., & Sulaiman, W. (2017). The Impact Of Tourism Advertisement Promotional. 12(3).
Gray, J. B. (2009). The power of storytelling: Using narrative in the healthcare context. Journal of Communication in Healthcare, 2(3), 258–273. https://doi.org/10.1179/cih.2009.2.3.258
Haenlein, Michael, Anadol, Ertan, Farnsworth, Tyler, Hugo, Harry, Hunichen, Jess, & Welte, Diana. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
Huertas, A. (2018). How live videos and stories in social media influence tourist opinions and behaviour. Information Technology & Tourism, 19(1), 1–28. https://doi.org/10.1007/s40558-018-0112-0
Maares, P., Banjac, S., & Hanusch, F. (2021). The labour of visual authenticity on social media: Exploring producers’ and audiences’ perceptions on Instagram. Poetics, 84, 101502.
Mak, A. H. N. (2017). Online destination image: Comparing national tourism organisation’s and tourists’ perspectives. Tourism Management, 60, 280–297. https://doi.org/https://doi.org/10.1016/j.tourman.2016.12.012
Mehra, P. (2024). Fostering Gratifying Customer Experiences Through the Art of Visual Content and Storytelling. 401–403. https://doi.org/10.4018/979-8-3693-2432-5.ch017
Moin, S. M. A., Hosany, S., & O’Brien, J. (2020). Storytelling in destination brands’ promotional videos. Tourism Management Perspectives, 34, 100639. https://doi.org/https://doi.org/10.1016/j.tmp.2020.100639
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.
Nickles, L., & Iyer, S. (2012). Brandstorm: Surviving and Thriving in the New Consumer-Led Marketplace. Macmillan.
Parry, K. (2020). Quantitative content analysis of the visual. In The SAGE handbook of visual research methods (pp. 353–366). Sage London.
Permatasari, D., Februadi, A. C., Gunawan, A. I., & Kunci, K. (2021). Proyek Meningkatkan Brand Awareness Forget Me Not Coffee Melalui Video Promosi di Instagram. 4–5.
Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., & Pauwels, K. (2013). Social media metrics—A framework and guidelines for managing social media. Journal of Interactive Marketing, 27(4), 281–298.
Setiawan, R. I. (2022). Pengembangan Sumber Daya Manusia Di Bidang Pariwisata: Perspektif Potensi Wisata Daerah Berkembang. Jurnal Penelitian Manajemen Terapan (PENATARAN), 1(1 SE-Articles), 23–35. https://journal.stieken.ac.id/index.php/penataran/article/view/301
Shani, A., Chen, P., & Hua, N. (2016). Testing the Impact of a Promotional Video on Destination Image Change: Application of China as a Tourism Destination. April. https://doi.org/10.1002/jtr.738
Williams, W. R. (2019). Attending to the visual aspects of visual storytelling: using art and design concepts to interpret and compose narratives with images. Journal of Visual Literacy, 38(1–2), 66–82. https://doi.org/10.1080/1051144X.2019.1569832
Woodside, A. G. (2016). Creating Visual Narrative Art for Decoding Stories☆. In Case Study Research (pp. 85–105). Emerald Group Publishing Limited.
Xu, D., Chen, T., Pearce, J., Mohammadi, Z., & Pearce, P. L. (2021). Reaching audiences through travel vlogs: The perspective of involvement. Tourism Management, 86, 104326. https://doi.org/https://doi.org/10.1016/j.tourman.2021.104326
Dewi, M. S. R. (2024). Analisis digital branding pada akun media sosial Instagram@ Umbulbrondong Klaten. Jurnal Kajian Pariwisata, 6(2), 142-154.
Kaye, D. B. V., Zeng, J., & Wikstrom, P. (2022). TikTok: Creativity and culture in short video. Cambridge: John Wiley & Sons.
Lipkus, I. M., & Hollands, J. G. (1999). The visual communication of risk. JNCI monographs, 1999(25), 149-163.
Mehra, P., & Kansra, P. (2024). Fostering Gratifying Customer Experiences Through the Art of Visual Content and Storytelling. In Multidisciplinary Applications of Extended Reality for Human Experience (pp. 401-423). IGI Global.
Messaris, P. (1997). Visual persuasion: The role of images in advertising. SAGE Publications, Inc., https://doi.org/10.4135/9781452233444
Permatasari, D., Februadi, A. C., & Gunawan, A. I. (2021, September). Proyek meningkatkan brand awareness forget me not coffee melalui video promosi di Instagram. In Prosiding Industrial Research Workshop and National Seminar (Vol. 12, pp. 1144-1149).
Schmid, J.N., et.al (2009). Handbook of Narratology. New York: De Gruyter, 2009. https://doi.org/10.1515/9783110217445
Setiawan, R. I. (2016). Pengembangan sumber daya manusia di bidang pariwisata: perspektif potensi wisata daerah berkembang. Jurnal Penelitian Manajemen Terapan (PENATARAN), 1(1), 23-35.
Shani, A., Chen, P. J., Wang, Y., & Hua, N. (2010). Testing the impact of a promotional video on destination image change: Application of China as a tourism destination. International Journal of Tourism Research, 12(2), 116-133.
Wearing, S., Young, T., & Stevenson, D. (2009). Tourist cultures: Identity, place and the traveller.
Williams, W. R. (2019). Attending to the visual aspects of visual storytelling: using art and design concepts to interpret and compose narratives with images. Journal of Visual Literacy, 38(1-2), 66-82.
Xu, D., Chen, T., Pearce, J., Mohammadi, Z., & Pearce, P. L. (2021). Reaching audiences through travel vlogs: The perspective of involvement. Tourism Management, 86, 104326.
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2025 Ulfah Rosyidah
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
