The Exploring Social Media’s Influence on Tourist Preferences: A Qualitative Study at Kampong Teripang

Abstract

This study examines the influence of social media on tourist preferences at Kampong Teripang, a leading educational ecotourism destination in Bintan, Riau Islands, Indonesia. Kampong Teripang offers unique experiences, such as Fish School, Seagrass Warrior, and sea cucumber aquaculture, along with various sea cucumber-based products. With the increasing number of international and domestic tourists visiting, this study investigates how social media platforms shape tourists’ decision-making processes, preferences, and perceptions towards Kampong Teripang. Using a qualitative approach, data were collected through interviews with tourists and local tourism stakeholders, supported by direct on-site observations and a review of relevant literature. The study findings revealed that social media significantly influences tourist preferences, with engaging visual content and user reviews playing a significant role in promoting the destination. In addition, social media fosters a sense of connectedness to the local culture, which is essential for the development of educational ecotourism. The study also revealed that Kampong Teripang’s use of social media successfully aligns tourist expectations with the experiences offered. The content displayed on social media consistently reflects the uniqueness and authenticity of the destination, so that tourists feel that what they see online matches the real experience on site. These results provide valuable insights for tourism stakeholders, emphasizing the importance of maintaining an effective social media strategy to continue to convey the authentic image of Kampong Teripang. This approach not only enhances destination marketing but also supports sustainable tourism growth in the region.