Raising Awareness of Sustainable Village Tourism Through Social Media Content: A Case Study of Wringinanom, Malang, Indonesia

Abstract

The potential of sustainable village tourism managed by local communities often faces promotional challenges. This study aims to measure how social media content influences tourists’ awareness of the existence of a village tourism destination in Wringinanom Village, Malang, Indonesia. The method applied in this study is quantitative, using questionnaires to 105 domestic tourist respondents aged 18-45 years in Eastern Indonesia. The findings indicate that 60% of awareness of village tourism is influenced by social media content, with the remaining 40% influenced by other variables. The types of content have different levels of impact: 0.303 for entertainment, 0.284 for remunerative, 0.179 for informative, and 0.171 for relational. This research is expected to contribute to the field of digital communication in supporting the economic sustainability of communities that rely on the local tourism sector. Keywords—Village Tourism, Brand Awareness, Social Media Content, Quantitative Analysis, Wringinanom, Malang, Indonesia