The Role of Content Creators in the Promotion of Marine Tourism in Indonesia: A Case Study on Wakatobi Destinations

Abstract

This study aimed to examine the role of content creators in promoting marine tourism destinations in Indonesia, focusing on Wakatobi as the case study. This research employed a descriptive qualitative study with a case study approach, focusing on the role of content creators in promoting marine tourism in Wakatobi Regency, Southeast Sulawesi, Indonesia, as a National Tourism Strategic Area, over the period of 2024. A descriptive qualitative approach with a case study method was used. Data were collected through non-participatory observation, analysis of national journal literature, and several virtual interviews with local residents and stakeholders. The study analyzed the characteristics of content creators, the types of content produced, and the strategies implemented for digital promotion of marine tourism. The findings reveal that content creators act as effective promotional agents in building destination image through engaging visual content, including cinematic videos, narrative reviews, and personal travel documentation. The greatest impact was observed among millennial and Gen Z audiences, who consume tourism information digitally and respond to authentic narratives. Successful strategies included visual storytelling, use of hashtags and geotags, collaboration with local businesses, interactive engagement with audiences, and the incorporation of local cultural values and conservation messages. These strategies not only increased awareness and visitor intention but also encouraged responsible tourism behavior and strengthened the digital presence of Wakatobi. Content creators have become strategic partners in tourism promotion, bridging the gap between local stakeholders and global audiences. Their role enhances destination visibility, fosters marine conservation awareness, and supports sustainable tourism development. Collaboration among content creators, communities, and tourism authorities is essential to create adaptive, impactful, and long-term promotional strategies for Indonesia’s marine tourism destinations.