KnE Social Sciences

Published date: Dec 03 2025

Journal Title: KnE Social Sciences

Issue title: The 5th International Conference on Tourism, Gastronomy, and Tourist Destination (TGDIC 2025)

Pages: 306 - 317

DOI: 10.18502/kss.v10i29.20274

Agoes Tinus Lis Indriantoagoes.tinus@ciputra.ac.idUniversitas Ciputra Surabaya

Christy WidyawatiUniversitas Ciputra Surabaya

Rudy Parlindungan SiahaanPoliteknik Pariwisata NHI Bandung

This study examines the growth of foreign tourists to Tumpak Sewu, Lumajang, East Java, Indonesia. Despite its exceptional natural potential and significant exposure through viral content on social media, not many foreign tourists are aware of the location. Only during the weekend or long holiday, the place gets more visitors. Motivated by viral content, the initiative seeks to develop an integrative strategy combining digital marketing and destination management. Using interviews, observations, and documentation as data gathering tools, a descriptive qualitative study was carried out. Among the informants were officials, local communities, tourism businesses, and visitors. The results show that while viral marketing is not yet backed by sufficient infrastructure or managerial planning, it greatly increases the awareness of locations. Essential success elements for viral-based tourism promotion, according to this study, are multi-stakeholder cooperation and the digital readiness of local communities. Practical implication: Viral content should be supported by better infrastructure, visitor management, and community digital skills to sustain tourism growth and ensure positive tourist experiences.

Keywords: Tumpak Sewu, foreign tourists, viral content, destination management

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