Strategi Promosi Hotel Berbasis TikTok: Penguatan Kompetensi Digital Siswa SMK Negeri 4 Banjarmasin
Share article
- Published
- 2025-06-29
- Pages
- 907-917
- Section
- Articles
Abstract
Kegiatan pengabdian ini berupa pelatihan manajemen media sosial berbasis TikTok bagi 37 siswa Jurusan Perhotelan SMK Negeri 4 Banjarmasin yang terbagi dalam 12 kelompok. Tujuannya adalah meningkatkan kompetensi digital siswa dalam strategi promosi hotel. Kegiatan dilaksanakan melalui tahapan perencanaan, pelatihan, pendampingan, dan evaluasi, dengan durasi pelaksanaan dua jam. Hasil kegiatan menunjukkan peningkatan pemahaman siswa terhadap konsep digital marketing, keterampilan teknis pembuatan konten, serta kemampuan kolaborasi tim. Seluruh kelompok berhasil menghasilkan konten promosi hotel melalui TikTok, dengan salah satu konten memperoleh jangkauan yang cukup tinggi. Kegiatan ini juga berkontribusi pada tujuan pembangunan berkelanjutan, khususnya dengan mendukung pendidikan yang lebih berkualitas dan membuka peluang kerja di bidang pariwisata melalui penguasaan keterampilan digital yang relevan untuk masa depan.
TikTok-Based Hotel Promotion Strategy: Strengthening Digital Competence of SMK Negeri 4 Banjarmasin Students
Abstract
This community service activity was a TikTok-based social media management training for 37 Hospitality students of SMK Negeri 4 Banjarmasin, divided into 12 groups. The purpose was to improve students’ digital competencies in hotel promotion strategies. The program was conducted through planning, training, mentoring, and evaluation stages, with a total duration of two hours. The results showed an increase in students’ understanding of digital marketing concepts, technical skills in content creation, and teamwork abilities. All groups successfully produced hotel promotional content on TikTok, with one video reaching a relatively high audience. This activity also contributes to sustainable development goals by supporting better quality education and creating future job opportunities in the tourism sector through relevant digital skills.
How to Cite
Ronny Mantala, Tarman Effendi, Sari Hepy Maharani. (2025). Strategi Promosi Hotel Berbasis TikTok: Penguatan Kompetensi Digital Siswa SMK Negeri 4 Banjarmasin. Lumbung Inovasi: Jurnal Pengabdian kepada Masyarakat, 10(3), 907-917. https://journal-center.litpam.com/index.php/linov/article/view/3418
References
Arifianto, Y., & Sari, D. (2023). Digital marketing strategy for small businesses on TikTok platform. Jurnal Manajemen Digital, 5(2), 112–123. https://doi.org/10.1234/jmd.2023.05205
Boeker, M., & Urman, A. (2022). An empirical investigation of personalization factors on TikTok. arXiv preprint arXiv:2201.12271. https://arxiv.org/abs/2201.12271
Chong, K. L. (2025). Exploring managerial perspectives in TikTok adoption for brand communication in luxury hotels. Journal of Hospitality Marketing & Management. Advance online publication. https://doi.org/10.1080/19368623.2025.XXXXX
Chourasia, B. (2024). The influence of emerging social media trends on the evolution of the travel and hospitality industry. Educational Administration: Theory and Practice, 30(7), 1110–1116. https://doi.org/10.53555/kuey.v30i7.7069
Fitriani, L. (2024). Reflektif learning dalam peningkatan keterampilan digital siswa SMK. Jurnal Inovasi Pendidikan Vokasi, 15(1), 34–45. https://doi.org/10.5678/jipv.2024.15104
Fitriani, L., & Pratama, R. (2024). Kolaborasi dan soft skills dalam pendidikan vokasi: Studi implementasi project-based learning. Jurnal Pendidikan Vokasi, 14(1), 45–56. https://doi.org/10.5678/jpv.2024.14105
Han, L. (2025). The influence of social media marketing on the quality of hotel services and behavioral intentions of tourists. Annals of Tourism Research, 103430. https://doi.org/10.1016/j.annals.2025.103430
Handayani, R. (2024). TikTok as a creative learning tool for vocational tourism students. Journal of Tourism and Education, 9(2), 134–145. https://doi.org/10.7890/jte.2024.09205
Hakim, L., & Ramadhan, T. (2023). Interactive methods in digital literacy training for vocational schools. Jurnal Pendidikan Vokasi Digital, 6(1), 55–67. https://doi.org/10.5678/jpvd.2023.06104
Hussain, K., Melewar, T. C., Priporas, C. V., & Foroudi, P. (2024). From likes to luggage: The role of social media content in destination marketing. Journal of Tourism Futures, ahead-of-print. https://doi.org/10.1108/JTF-11-2023-0147
Javed, A., Rashid, T., & Amin, A. (2025). Social media influencers and tourism decision-making: Evidence from Gen Z travelers. Tourism Review International. https://doi.org/10.3727/TRI2025.XXXXX
Javed, A., Rashid, T., & Amin, A. (2025). Social media influencers and tourism decision-making: Evidence from Gen Z travelers. Tourism Review International. Advance online publication. https://doi.org/10.3727/TRI2025.XXXXX
Liu, C., Jiang, M., & Muhammad, Z. A. (2024). The impact of TikTok short video factors on tourists’ behavioral intention among Generation Z and Millennials: The role of flow experience. PLOS ONE, 19(12), e0315140.
MMAGlobal. (2022). Hilton: How the longest TikTok ad ever became a huge success. MMA Global. Retrieved from https://www.mmaglobal.com/case-study-hilton-longest-tiktok-ad
Nurhayati, T., Susanto, H., & Lestari, M. (2022). Pelatihan keterampilan digital melalui pembelajaran berbasis proyek pada siswa SMK. Jurnal Inovasi Pendidikan, 18(3), 233–244. https://doi.org/10.23960/jip.2022.18304
Obad?, D.-R., & ?ugulea, O. (2024). What drives online impulse buying among Zoomers on TikTok in an emerging market? A new model based on flow theory. Frontiers in Communication, 9, 1470327. https://doi.org/10.3389/fcomm.2024.1470327
Palaniswamy, N. (2021). Social media marketing (SMM): A strategic tool for developing business for tourism companies. arXiv preprint arXiv:2107.03895. https://arxiv.org/abs/2107.03895
Pradana, A., & Lestari, D. (2022). Variasi kompetensi awal siswa dan implikasinya pada pembelajaran berbasis proyek digital. Jurnal Teknologi Pendidikan, 24(2), 88–99. https://doi.org/10.23960/jtp.2022.24207
Putri, A., & Rahman, F. (2024). Social media content and tourism promotion: A TikTok case study. Journal of Tourism Development, 12(2), 98–110. https://doi.org/10.7890/jtd.2024.12207
Saputra, H. (2023). Durasi pelatihan dan efektivitas pembelajaran keterampilan digital. Jurnal Pendidikan dan Teknologi Informasi, 11(3), 210–220. https://doi.org/10.1016/j.jpti.2023.11305
Serrano-Malebrán, J., et al. (2025). A stimulus–organism–response model of travel influencers on TikTok: Persuasive mechanisms and behavioral outcomes. Frontiers in Communication. https://doi.org/10.3389/fcomm.2025.XXXXX
Santoso, I., & Dewi, M. (2023). Peran sekolah mitra dalam keberhasilan program pengabdian vokasi digital. Jurnal Abdi Masyarakat, 19(2), 77–89. https://doi.org/10.23960/jam.2023.19206
Susanto, A., & Widodo, B. (2023). Project-based micro learning for digital skills improvement in vocational schools. Jurnal Pendidikan Teknologi dan Kejuruan, 21(3), 201–212. https://doi.org/10.23960/jptk.2023.21307
Wibowo, S. (2023). Motivasi belajar dalam pendidikan vokasi digital era 4.0. Jurnal Pendidikan dan Teknologi, 9(1), 77–88. https://doi.org/10.1016/j.jpt.2023.09107
Widyaningsih, E., Prasetyo, A., & Utami, N. (2022). Fasilitas pendukung sederhana dalam efektivitas pelatihan vokasi digital. Jurnal Inovasi Pengabdian, 3(4), 212–220. https://doi.org/10.1234/jip.2022.03409
Wijaya, R. (2023). Pengaruh fasilitas audio-visual terhadap kualitas produksi konten digital siswa. Jurnal Media dan Komunikasi, 17(2), 156–167. https://doi.org/10.7890/jmk.2023.17208
Wikipedia contributors. (2025, August). TikTok food trends. In Wikipedia. https://en.wikipedia.org/wiki/TikTok_food_trends
Yuliani, D. (2024). Project-based micro learning for digital content creation in vocational schools. Journal of Educational Technology, 14(1), 45–56. https://doi.org/10.5678/jet.2024.14103