Penggunaan Konten Visual Media Sosial dan Keputusan Kunjungan Wisatawan: Tinjauan Sistematis Review
DOI:
https://doi.org/10.24076/pikma.2026v8i2.2511Keywords:
konten visual, media sosial, pengambilan keputusanAbstract
Perkembangan media sosial telah mengubah cara wisatawan mencari informasi dan mengambil keputusan perjalanan, dengan konten visual menjadi elemen kunci dalam komunikasi destinasi. Penelitian ini bertujuan meninjau secara sistematis literatur akademik periode 2015-2025 mengenai peran konten visual di media sosial dalam membentuk niat dan keputusan kunjungan wisatawan. Menggunakan pendekatan Systematic Literature Review (SLR) berbasis kerangka PRISMA, sebanyak 296 artikel dari basis data Scopus diseleksi, hingga diperoleh 27 artikel jurnal peer-reviewed berstatus open access untuk dianalisis mendalam. Hasil kajian menunjukkan bahwa foto, video, travel vlog, dan user-generated content berfungsi sebagai stimulus utama yang memengaruhi respons kognitif dan afektif wisatawan melalui pembentukan citra destinasi, ekspektasi pengalaman, dan persepsi awal serta memengaruhi niat kunjungan wisatawan. Publikasi meningkat signifikan pasca-2020, meskipun penelitian masih terfragmentasi dari sisi platform dan pendekatan teoretis.
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