Increasing Tourist Visits Based on Digital Applications (Study on the Use of the Tiktok Application At Arenan Kalikesek, Sriwulan Village, Limbangan, Kendal)

Abstract

Arenan Kalikesek Tourism added new rides and increased social media advertising due to the increasing trend of visitor visits from the 2023 Ramadhan holiday yesterday. The purpose of this research is to see whether the use of TikTok can help attract more visitors to Arenan Kalikesek. To find out the strengths, weaknesses, opportunities and threats, the SWOT analysis technique and the TOWS matrix are carried out. The conclusions from the SWOT analysis show that the main strengths used in TikTok content are the beautiful environment and distinctive tourist attractions. The drawback is that visitors and managers do not realize the potential of TikTok. The growing popularity of TikTok as a platform for posting short videos creates opportunities to increase ad reach. Competition from websites and the potential for negative, reputation-damaging content is a threat. Based on the results of the TOWS research matrix, several strategic proposals were developed to encourage the use of TikTok in Arenan Kalikesek. SO strategy requires working with influencers in creating unique content. The WO method calls for increasing understanding of TikTok and improving digital marketing capabilities. The ST approach seeks to enhance natural beauty and strengthen destination management. The WT method should focus on improving goal management and dealing with unproductive content as soon as possible. With the suggested strategy, it is hoped that Arenan Kalikesek tourism can use the TikTok application in an effort to increase the number of visitors, solidify it in the digital tourism industry.