Panorama: Jurnal Kajian Pariwisata

Articles

Vol. 5 No. 2 (2025): Panorama: Jurnal Kajian Pariwisata, ISSN 3031-5085

THE ROLE OF SOCIAL MEDIA IN BUILDING INTEREST IN HERITAGE TOURISM IN SAWAHLUNTO

Submitted
November 30, 2025
Published
2025-11-30

Abstract

This study examines the influence of social media in fostering interest in heritage tourism in Sawahlunto City. As one of the historical cities in West Sumatra, Sawahlunto holds significant cultural and historical value through its coal mining legacy, colonial architecture, and the social life of its people that still reflects traces of the past. In the modern era, the appeal of heritage tourism no longer depends solely on physical preservation but also on effective communication and promotional strategies. In this context, social media plays an essential role as a contemporary medium to introduce heritage tourism potential to a wider audience. Through platforms such as Instagram, Facebook, TikTok, and YouTube, various visual and narrative contents about Sawahlunto have successfully attracted public attention and stimulated curiosity about its history. This research applies a descriptive qualitative method through literature review and observation of digital content. The analysis reveals that social media significantly influences the development of positive perceptions of heritage destinations, strengthens local cultural identity, and increases community engagement in tourism promotion activities. Furthermore, social media serves as a participatory space that enables collaboration among local governments, communities, and younger generations to preserve and promote Sawahlunto’s heritage identity on both national and international levels

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