NETNOGRAPHIC ANALYSIS OF #BEKICOTMAGETAN USAGE ON TIKTOK IN BUILDING LOCAL CULINARY TOURISM IMAGE
Keywords:
Communication strategies, Hashtags, Local cuisine, Netnography, TikTokAbstract
The rapid development of digital technology has transformed tourism promotion, with TikTok emerging as a strategic platform for building culinary destination images. This study examines how the TikTok account @bekicotmagetan utilizes the hashtag #bekicotmagetan to promote Magetan’s local snail cuisine through digital content that integrates cultural representation and participatory interaction. The research addresses four key questions: the account’s communication strategies, forms of user engagement, the construction of Magetan’s culinary image, and the integration of cultural elements in digital narratives. Employing a qualitative netnographic approach supported by descriptive quantitative analysis, the study analyzed videos uploaded between August 1–31, 2024, alongside user responses such as comments, likes, and shares. The findings reveal that consistent branding strategies, theatrical visuals, and local audio serve as digital identity markers that enhance recognition. User engagement patterns curiosity about product taste and price, FYP repetition, and creative humor demonstrate active audience participation in shaping culinary narratives. The study highlights the synergy of Representation Theory, Participatory Culture, Diffusion of Innovations, and Uses and Gratifications in explaining how cultural identity and culinary branding are co-constructed. The study concludes that TikTok is effective in promoting Magetan’s culinary identity by merging storytelling, cultural symbolism, and participatory interaction. Future research should extend observation periods, integrate sentiment analysis, and encourage collaborative strategies with local communities.
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