PEMANFAATAN DESIGN THINKING UNTUK PROMOSI EKOWISATA MELALUI TIKTOK DI BUDIDAYA LEBAH MADU PASUNDAN MARGAWINDU - Tasya Laila Rahmah; Yudha Munajat Saputra; Oman Sukirman (Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta, 2025)
AbstractThis study aims to design ecotourism promotional content for Budidaya Lebah Madu Pasundan Margawindu in Sumedang using the TikTok platform. A qualitative descriptive approach was applied, utilizing the five stages of design thinking: empathize, define, ideate, prototype, and test. Data were collected through interviews with the destination owner and a TikTok content creator, as well as an online survey of 100 millennial and Gen Z TikTok users. The findings revealed that voice-over, cinematic, talking head, and photo slide were the most preferred content types. Four videos were created and uploaded to the destination’s official TikTok account, and analyzed using TikTok insights. The voice-over video gained the highest views, while talking head and photo slide formats generated the most interactions. This research highlights TikTok's potential as a strategic tool for promoting ecotourism in an engaging and accessible manner. The limitations of this study include the short data collection period and the regional scope of the sample. Future research is recommended to expand the sample size and monitoring period.Keywords: TikTok; Ecotourism; Promotional Content; Design ThinkingAbstrakPenelitian ini bertujuan untuk merancang konten promosi ekowisata menggunakan platform TikTok pada destinasi Budidaya Lebah Madu Pasundan Margawindu di Sumedang. Metode deskriptif kualitatif diterapkan dengan lima tahapan design thinking: empathize, define, ideate, prototype, dan test. Data diperoleh melalui wawancara dengan pemilik destinasi, kreator konten TikTok, dan survei daring terhadap 100 pengguna TikTok dari generasi milenial dan Z. Hasil menunjukkan bahwa jenis konten yang disukai adalah voice over, cinematic, talking head, dan photo slide. Empat video dirancang dan diunggah ke akun TikTok resmi destinasi, dianalisis menggunakan TikTok Insights. Video voice over memperoleh tayangan tertinggi, sementara talking head dan photo slide menghasilkan interaksi lebih tinggi. Penelitian ini menegaskan bahwa TikTok efektif sebagai media promosi ekowisata. Keterbatasan penelitian ini adalah durasi pengumpulan data yang terbatas dan sampel yang terbatas wilayah. Penelitian selanjutnya disarankan untuk memperluas sampel dan periode pemantauan.Kata Kunci : Tiktok; Ekowisata; Konten Promosi; Design Thinking