In the development of ecotourism, social media plays a strategic role in shaping destination branding, particularly in rural areas with limited access to conventional promotion channels. This study aims to analyze the utilization of social media in building the ecotourism brand of Tlahab Village, with a specific focus on Wisata Alam Posong. A mixed methods approach was employed, combining qualitative field observations and interviews with tourism managers, alongside a quantitative survey of preferences from 44 visitors. The results indicate that the current digital communication strategy remains passive and largely dependent on User Generated Content (UGC), with no structured content planning. Conversely, visitors expressed expectations for digital content that is visually engaging, consistent, informative, and reflective of local cultural values. A significant gap was identified between audience expectations and the current branding approach, exacerbated by limited human resources, a lack of digital literacy, and the absence of a strong visual identity for the destination. The study recommends the development of a localized content strategy to establish visual identity, the implementation of a content calendar, digital branding training for local managers, and the involvement of both local communities and tourists as co-creators of content. This research provides practical contributions to the management of social media based ecotourism branding and is expected to serve as a reference for sustainable ecotourism promotion strategies in other rural areas.
Purbawati et al. (Sat,) studied this question.
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