Developing Tangkahan Tourism Village in Indonesia by Strengthening Social Media Literacy for SME

Abstract

This study aims to develop Tangkahan tourism village in Indonesia by strengthening social media literacy for SMEs. To achieve the study's objectives, this type of research is descriptive with a survey method approach. The criteria for respondents in this research are community owners of SMEs in tourism groups, village-owned enterprises (BUMDes), small business owners, and workers at tourist locations. The total population in this study was 637, so the sample taken was 150 respondents using the method proposed by Sekaran. Data was collected using a questionnaire. To improve research results, a qualitative approach was also used, namely interviews with SME groups to gain insight into appropriate strategies to strengthen village welfare through digital social media literacy awareness. The results indicated small and medium business actors need help in using social media to promote their businesses and village tourism. This difficulty is in line with previous findings by researchers that most need help creating interesting narratives, content, and animations on social media. As a result, Tangkahan tourism has not been maximally exposed. With the increasingly widespread use of social media by SMEs regularly, the number of tourist visits is expected to increase gradually. In addition, the aggressive strategy emphasizes active communication by building strategic partnerships with related travel companies, educational institutions, and non-governmental organizations, which can help expand the reach of tourist villages. This alternative strategy aims to maximize the potential of social media literacy and utilize social media platforms effectively to develop tourism and grow SMEs. These alternative strategies aim to maximize the potential of social media literacy and effectively utilize social media platforms to develop tourism and grow SMEs.