SOCIAL MEDIA AS A CATALYST FOR REVENGE TOURISM AND OVERTOURISM IN BANYUMAS REGENCY IN THE POST-COVID-19 ERA

Abstract

Following the conclusion of the COVID-19 pandemic, there has been a notable increase in travel interest within the global tourism industry, commonly referred to as 'Revenge Tourism'. This trend has been particularly observed in the scenic Banyumas Regency. The objective of this study is to provide a comprehensive understanding of the impact of social media platforms in magnifying the emerging phenomenon of overtourism and its subsequent consequences. The MAXQDA research tool was utilized to conduct a comprehensive analysis that incorporated quantitative metrics derived from social media interactions, as well as qualitative insights obtained through discussions with local stakeholders and visitors. The results of our study highlight the significant impact of social media on local travelers from Banyumas and nearby areas, as it has effectively motivated them to visit popular tourist destinations. The recent surge in tourist numbers has resulted in a phenomenon known as overtourism, which has raised concerns about the negative impacts on the untouched natural surroundings of these beloved destinations. Given the aforementioned developments, this investigation underscores the importance of shifting towards a sustainable tourism model. This study provides valuable insights into the complex relationship between social media and current travel preferences. It offers crucial information for relevant stakeholders, allowing them to develop effective management strategies that enhance the long-term sustainability of popular tourist destinations.