PERAN TIKTOK DAN INSTAGRAM DALAM MEMBENTUK KEPUTUSAN BERKUNJUNG WISATAWAN PADA DESTINASI HIDDEN GEM: KAJIAN LITERATUR DENGAN KONTEKS PANTAI TELUK IJO BANYUWANGI

Abstract

The growth of social media has changed how tourists recognize, evaluate, and choose travel destinations. TikTok and Instagram are two highly relevant platforms because they foreground visual power, short-form narrative, and rapid digital interaction. This article aims to analyze the role of TikTok and Instagram in shaping tourists' visiting decisions toward hidden-gem destinations, using Teluk Ijo Beach in Banyuwangi as the context. The study employs a literature review approach, examining recent scholarly articles on short video platforms, Instagram engagement, electronic word of mouth (eWOM), destination image, and visit intention, alongside secondary information from official tourism sources to position Teluk Ijo as the destination context. The review shows that on short-video platforms, perceived content quality, creator credibility, and enjoyable visual experiences contribute to positive attitudes toward the destination and encourage visit intention. On Instagram, content that foregrounds points of interest and human elements tends to generate higher engagement. In the context of Teluk Ijo, its strong visual character, tranquil atmosphere, and relatively challenging access make it well suited to the hidden-gem promotional logic used on social media. The article concludes that TikTok and Instagram play an important role in building destination image, strengthening eWOM, and driving tourists' visiting decisions.