DOI: https://doi.org/10.14710/interaksi.11.2.126-142

DIGITAL MEDIA LITERACY AND SOCIAL MEDIA COMPETENCE AMONG MILLENNIALS FOR TOURISM PROMOTION DURING THE COVID PANDEMIC

*Santa Margaretha Niken Restaty orcid  -  Department of Communication, Mercu Buana University, Indonesia
AG Eka Wenats Wuryanta orcid scopus publons  -  Department of Communication, Universitas Multimedia Nusantara, Indonesia
Received: 24 Jan 2022; Accepted: 1 Jul 2022; Available online: 1 Dec 2022; Published: 15 Dec 2022.
Open Access Copyright 2022 Interaksi: Jurnal Ilmu Komunikasi under https://creativecommons.org/licenses/by-sa/4.0/.

Citation Format:
Abstract
This research started with the fall issue of tourism at a time when the pandemic strikes Indonesia. Much effort has been made to try to explore the possibility of a revival of Indonesian tourism. The millennial generation has the advantage of digital capabilities that can encourage tourism revival through social media. This study aims to find out to what extent the level of social media literacy can be a factor that encourages the participation of the younger generation, especially millennials, in helping the level of tourism promotion in Indonesia. The methodology used is quantitative with data collection using questionnaires. The population is Paramadina Univ students and Mercu Buana Univ students. The analysis used is frequency tables, correlation tests, and factor analysis. The essential findings obtained are that the generation is relatively high in the context of digital media literacy, and there are three supporting factors in the framework of involvement in tourism promotion, namely the ability to process digital media production, social collaboration capabilities, and the consistency of the millennial generation in developing social media production patterns.
Fulltext View|Download
Keywords: Digital Media Literacy, Social Media, Millenial, Promotion, tourism

Article Metrics:

Article Info
Section: Articles
Language : EN
Recent articles
THE APPLICATION OF SOCIAL MODEL FOR HANDLING COMMUNICATION OF CHILDREN WITH AUTISM BAGAIMANA TERPAAN MEDIA UNTUK INFORMASI COVID-19 MEMENGARUHI NIAT MAHASISWA MENERAPKAN PERLINDUNGAN KESEHATAN SELAMA PANDEMI DISTINCTIVE COLLECTIVIST IDENTITY ON DIGITAL ADS: HARI RAYA AND LEBARAN 2021 More recent articles
Most cited articles
Faktor-faktor Penting Daya Tarik Stasiun Radio Bagi Pendengar Radio Di Kota Semarang Komunikasi Orangtua-Anak dalam Pengambilan Keputusan Pendidikan FENOMENA PHUBBING DI ERA MILENIA (Ketergantungan Seseorang pada Smartphone terhadap Lingkungannya) Stigmatisasi Pemberitaan Terorisme di Media Massa SOCIAL STRATEGY PADA MEDIA SOSIAL UNTUK PROMOSI PARIWISATA DAERAH ISTIMEWA YOGYAKARTA More cited articles
  1. Austin, E. W., Austin, B. W., Willoughby, J. F., Amram, O., & Domgaard, S. (2021). How media literacy and science media literacy predicted the adoption of protective behaviors amidst the COVID-19 PANDEMIC. Journal of Health Communication, 1–14
  2. AYOMI, D. P. E. P. N. D. P. C. (2017). Balinese Arts and Culture as Tourism Commodity in Bali Tourism Promotion Videos. Mudra
  3. Azzahrani, M. (2019). STRATEGI KOMUNIKASI PEMASARAN KEMENTERIAN PARIWISATA INDONESIA DALAM PESONA INDONESIA MELALUI YOUTUBE. Jurnal Manajemen Komunikasi. https://doi.org/10.24198/jmk.v2i2.12925
  4. Bakić-Mirić, N. (2018). Social Media: A Critical Introduction. European Journal of Communication. https://doi.org/10.1177/0267323117753746
  5. Bascha, U. F., Reindrawati, D. Y., Witaningrum, A. M., & Sumardiko, D. S. (2020). Dampak Pandemi COVID-19 Terhadap Minat Masyarakat dalam Berwisata dan Sosialisasi Penerapan. Jurnal Abdidas
  6. Bendau, A., Petzold, M. B., Pyrkosch, L., Maricic, L. M., Betzler, F., Rogoll, J., Große, J., Ströhle, A., & Plag, J. (2021). Associations between COVID-19 related media consumption and symptoms of anxiety, depression and COVID-19 related fear in the general population in Germany. European Archives of Psychiatry and Clinical Neuroscience, 271(2), 283–291
  7. Benjamin, S., Dillette, A., & Alderman, D. H. (2020). “We can’t return to normal”: committing to tourism equity in the post-pandemic age. Tourism Geographies. https://doi.org/10.1080/14616688.2020.1759130
  8. Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons. https://doi.org/10.1016/j.bushor.2012.01.007
  9. Bungin, B. (2017). Komunikasi Pariwisata:(Tourism Communication) Penasaran dan Brand Destinasi. Prenada Media
  10. Communication, Power and Counter-power in the Network Society. (2007). International Journal of Communication
  11. Elvina, E. (2019). PENGARUH PENGGUNAAN MEDIA SOSIAL TERHADAP PENGEMBANGAN USAHA KECIL MENENGAH (UKM). ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN). https://doi.org/10.36987/ecobi.v2i1.722
  12. Fahrudin, A., Karlinah, S., & Agustin, H. (2020). EFEKTIVITAS VIDEO YOUTUBE “WONDERFUL INDONESIA: A VISUAL JOURNEY” SEBAGAI SARANA PROMOSI PARIWISATA INDONESIA. Mediakom : Jurnal Ilmu Komunikasi. https://doi.org/10.35760/mkm.2020.v4i1.2492
  13. Fikri, M. El, Pane, D. N., & Siregar, N. (2019). MEMASARKAN OBJEK PARIWISATA KOTA MEDAN MELALUI MEDIA SOSIAL UNTUK MENAIKKAN MINAT KUNJUNGAN DAN MENGHAPUS PARADIGMA NEGATIF. Jurnal Manajemen. https://doi.org/10.1017/CBO9781107415324.004
  14. Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of Sustainable Tourism. https://doi.org/10.1080/09669582.2020.1758708
  15. Hall, C. M., Scott, D., & Gössling, S. (2020). Pandemics, transformations and tourism: be careful what you wish for. Tourism Geographies. https://doi.org/10.1080/14616688.2020.1759131
  16. Hobbs, R. (2021). Media literacy in action: Questioning the media. Rowman & Littlefield Publishers
  17. IconoSquare. (2018). Instagram Marketing. In Trends & Benchmarks Report
  18. Jandrić, P. (2019). The postdigital challenge of critical media literacy. The International Journal of Critical Media Literacy, 1(1), 26–37
  19. Jin, S. V., & Muqaddam, A. (2019). Product placement 2.0:“Do brands need influencers, or do influencers need brands?” Journal of Brand Management, 26(5), 522–537
  20. Leung, D., Law, R., van Hoof, H., & Buhalis, D. (2013). Social Media in Tourism and Hospitality: A Literature Review. In Journal of Travel and Tourism Marketing. https://doi.org/10.1080/10548408.2013.750919
  21. Levy, R. (2021). Social media, news consumption, and polarization: Evidence from a field experiment. American Economic Review, 111(3), 831–870
  22. Maulidiyah, M., Subiyakto, B., & Hasanah, M. (2020). Economic Activities in The Kebun Rambutan Rakyat Sungai Lulut as a Learning Resource on Social Studies. The Kalimantan Social Studies Journal, 1(2), 175–183
  23. Miller, D., Costa, E., Haynes, N., McDonald, T., Nicolescu, R., Sinanan, J., Spyer, J., Venkatraman, S., & Wang, X. (2018). How the World Changed Social Media. In How the World Changed Social Media. https://doi.org/10.2307/j.ctt1g69z35
  24. Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management. https://doi.org/10.1016/j.tourman.2014.01.012
  25. Rasi, P., Vuojärvi, H., & Ruokamo, H. (2019). Media literacy education for all ages. Journal of Media Literacy Education, 11(2), 1–19
  26. Sari, A. C., & Hartina, R. (2016). Komunikasi dan Media Sosial. Jurnal The Messenger
  27. Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2020.06.015
  28. Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014a). Digital marketing and social media: Why bother? Business Horizons. https://doi.org/10.1016/j.bushor.2014.07.002
  29. Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014b). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708. https://doi.org/10.1016/j.bushor.2014.07.002
  30. van Dijck, J., & Poell, T. (2013). Understanding social media logic. Media and Communication. https://doi.org/10.12924/mac2013.01010002
  31. Yuniarti, D., Subiyakto, B., & Putra, M. A. H. (2020). Economic Activities in Kuin Floating Market as a Learning Resource on Social Studies. The Kalimantan Social Studies Journal, 1(2), 130–140
  32. Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. In Tourism Management Perspectives. https://doi.org/10.1016/j.tmp.2014.01.001
  33. Zenker, S., & Kock, F. (2020). The coronavirus pandemic – A critical discussion of a tourism research agenda. Tourism Management. https://doi.org/10.1016/j.tourman.2020.104164
  34. Benjamin, S., Dillette, A., & Alderman, DH (2020). “We can't return to normal”: committing to tourism equity in the post-pandemic age. Tourism Geography. https://doi.org/10.1080/14616688.2020.1759130
  35. Berthon, PR, Pitt, LF, Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons. https://doi.org/10.1016/j.bushor.2012.01.007
  36. CML. 2003. What Media Literacy is Not. Accessed June 5, 2014, from Center for Media Literacy/CML: http://www.medialit.org/reading-room/what-media-literacy
  37. Curry, MJ 1999. Media Literacy for English Language Learners: A Smiotics Approach. Literacy and Numeracy Studies, 9 (2)
  38. Davies, A., Fidler, D., & Gorbis, M. 2011. Future world skills 2020. Palo Alto, CA: Institute for the Future for Apollo Research Institute. Retrieved from http://apolloresearchinstitute.com/sites/default/files/future_work_skills_2020_full_research_report_final_1.pdf
  39. Elvina, E. (2019). THE EFFECT OF SOCIAL MEDIA USE ON THE DEVELOPMENT OF SMALL MEDIUM ENTERPRISES (SMEs). ECOBISMA (JOURNAL OF ECONOMICS, BUSINESS AND MANAGEMENT). https://doi.org/10.36987/ecobi.v2i1.722
  40. European Commission. 2009. Study on Assessment Criteria for Media Literacy Levels. Brussels
  41. Felix, R., Rauschnabel, PA, & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2016.05.001
  42. Iriantara, Y. 2009. Media Literacy. Bandung: Symbiosis Rekatama Media. Kellner, D. 2003
  43. Morissan. (2014). Social Media and Social Participation Among the Young Generation. Journal of Communication Vision
  44. Panji, A. 2014. Results of the Indonesian Teenagers Internet Usage Survey. Accessed on February 19, 2014 from tekno.kompas.com
  45. Rivoltella, PC 2009. Media Literacy in Europe Controversies, Challenges and Perspectives Retrieved from http://www.euromeduc.eu/IMG/pdf/Euromeduc_ENG.pdf Santrock, JW 2003
  46. Sholihuddin, M. 2010. The Influence of Individual Competence on Internet Media Literacy Among Santri. Thesis Unpublished, UIN Sunan Kalijaga, Yogyakarta
  47. Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2020.06.015
  48. Sindang, E. 2012. Benefits of Social Media in the realm of education and training. Jakarta: KNPK Education and Training Center
  49. Selwyn, N. 2011. Social media in higher education. Routledge: The Europa World of Learning 2012
  50. Suwana, F. 2011. Developing Indonesia's Youth with New Media Literacy
  51. Tamburaka, A. 2013. Media Literacy: Smart media audiences of mass media. Jakarta: Rajawali Press
  52. Wahyudi, Reza. 2011. Up 13 Million, Indonesian Internet Users 55 Million People. Available from http://tekno.kompas.com/16534635/Naik.13.Juta.. Users.Internet.Indonesia.55 Million People, UIN Sunan Kalijaga, Yogyakarta

Last update:

No citation recorded.

Last update: 2025-07-01 15:18:26

No citation recorded.