UTILIZATION OF POTENTIAL REVIEWS IN ONLINE COMMUNITIES BASED ON GOOGLE REVIEW: NETNOGRAPHIC STUDY IN TOURISM DESTINATION TAMANSARI DISTRICT, BOGOR REGENCY.

• Main Author: Agustina, Dina
• Format: Theses
• Language: Indonesia
• Subjects: Karya Umum
• Online Access: https://digilib.itb.ac.id/gdl/view/63953
• Institution: Institut Teknologi Bandung

Google Review as a part of Google Maps feature has become one of the media platforms which are very accessible to find as a means of searching for tourist destinations for social media users. The features provided informations related to business places, not only for the addresses or map locations, but also tons of reviews that come from tourists as well as the part of online communities. The reviews on the world's largest community pages are presented as a contribution to sharing experiences and other informations that is not listed on the websites or social media accounts. On the other hand, not all tourism providers in Tamansari have made the best utilisation of Google Review to be a part of their marketing or branding strategy. This can be seen from the dominance of the responses given regarding questions and reviews about facilities or tourist attractions that come from fellow members of the online community, commonly called by Local Guides, and the rest are the basic internet users. This research was conducted with the aim of identifying the potential use of reviews from online communities based on Google Reviews regarding tourist destinations in Tamansari in order to improve the image of destination. Moreover, this research also would like to examine ways that can be applied by tourism providers to have better understanding of the efforts to take reviews for developing tourist areas, especially in terms of branding and marketing strategy. The research was made using the netnography method, taking data from reviews of the six study areas through three time periods in 2019 - 2021 by selected months. Review data from daily journaling is applied for analysis of netnographic indicators, analysis of tourist characteristics indicators, analysis of tourist motivation and perception, and analysis of destination image. Meanwhile, the results of online interviews are used for supporting data regarding efforts to use reviews by tourism providers. This research is related to the purpose of utilizing the potential of reviews by tourists in Tamansari, Bogor, which focuses on the online community. Based on the results, keywords are generated by the identification that have multifunctions in various analysis applied to this study.