Analysis of the Impact of Social Media on Tourist Interest in Visiting Tourist Destinations in Bali (Case Study on Tanah Lot Bali)

Abstract

This study aims to analyze the influence of social media and other supporting factors on tourists' desire to visit tourist destinations, specifically using Tanah Lot Bali as a case study. Data were analyzed from two quantitative studies focusing on Bali (Tirta Empul) and Yogyakarta (Bantul Regency). The synthesis of results shows that social media (particularly TikTok) has a very strong and significant influence on visitor interest. Furthermore, factors such as tourist facilities and the creation of a positive destination image are also crucial in encouraging tourists to visit and return. These findings suggest to Tanah Lot managers that effective digital promotion must be in line with the quality of on-site services and facilities