VIDEO PROMOSI SINEMATIK UNTUK EKSPLORASI DAYA TARIK GOA LAWAH: STUDI VISUAL DAN RESPONS AUDIENS
DOI:
https://doi.org/10.51878/knowledge.v5i3.6813Keywords:
Goa Lawah, Video Promosi, Daya Tarik Wisata, Budaya Lokal, Media Digital, Pariwisata LombokAbstract
Goa Lawah in West Lombok holds unique natural and cultural tourism potential, yet remains relatively unknown. A preliminary survey revealed that only 10% of respondents aged 18–25 were aware of this destination, reflecting low brand awareness and limited digital exposure. This study aims to evaluate the effectiveness of promotional videos in enhancing the visibility of Goa Lawah as a hidden destination. Using a descriptive qualitative approach supported by quantitative data, the study examines visual and narrative elements, as well as audience responses to the video. The findings show that promotional videos effectively communicate natural and cultural appeal while evoking emotional interest. Around 70% of respondents expressed greater interest in visiting after watching the video. These results suggest that cinematic-based promotional media can strengthen the image of local destinations. This research offers an initial contribution to the promotion of hidden destinations in West Nusa Tenggara and adds academic perspective to the study of visual storytelling and destination image formation through digital media.
ABSTRAK
Goa Lawah di Lombok Barat memiliki potensi wisata alam dan budaya yang unik, namun masih kurang dikenal. Survei awal menunjukkan hanya 10% responden usia 18–25 tahun mengetahui destinasi ini, mencerminkan rendahnya brand awareness dan eksposur digital. Penelitian ini bertujuan untuk mengevaluasi efektivitas video promosi dalam meningkatkan visibilitas Goa Lawah sebagai destinasi tersembunyi. Dengan pendekatan kualitatif deskriptif dan dukungan data kuantitatif, studi ini mengkaji elemen visual, naratif, dan respons audiens terhadap video. Hasil menunjukkan bahwa video promosi secara efektif menyampaikan daya tarik alam dan budaya serta membangkitkan ketertarikan emosional. Sekitar 70% responden menyatakan minat lebih besar untuk berkunjung setelah menonton video. Temuan ini menunjukkan bahwa media promosi berbasis sinematik dapat memperkuat citra destinasi lokal. Penelitian ini menjadi kontribusi awal dalam promosi destinasi tersembunyi di NTB dan menambah perspektif akademik dalam kajian storytelling visual dan pembentukan citra pariwisata melalui media digital.
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