Optimalisasi Media Sosial Sebagai Sarana Promosi Wisata Di Kawasan Kecamatan Ciater Kabupaten Subang - Dini Rizki Fitriani; Sri Ageng Nurfatiya; Agus Sihabudin; Azhar Al Fitroh; Risma Agustiani (The World of Public Administration Journal, 2026)
Abstrak Tujuan penelitian ini yaitu untuk mengkaji optimalisasi pelayanan wisata di kawasan Kecamatan Ciater Kabupaten Subang. Sektor pariwisata di Kecamatan Ciater memiliki potensi besar, ikonik dengan Pemandian Air Panas Sariater dan panorama alam pegunungan di kaki Gunung Tangkuban Parahu, serta didukung oleh potensi agrowisata teh, wisata alam terbuka, edukasi, dan kuliner khas daerah. Meskipun demikian, peran Kecamatan Ciater dalam pengelolaan dan pengembangan pariwisata masih terbatas pada fungsi koordinatif dan fasilitatif, seperti perizinan kegiatan dan rekomendasi informasi, dan belum terlibat langsung dalam promosi atau pemasaran wisata. Dari sisi promosi, Pemerintah Kecamatan Ciater mengakui bahwa belum memiliki sistem promosi wisata yang terintegrasi secara digital. Media sosial dan website yang ada saat ini masih difungsikan untuk administrasi kantor dan pelaporan masyarakat, bukan untuk promosi wisata. Padahal, optimalisasi media sosial (Instagram, TikTok, Facebook, YouTube) sangat penting sebagai sarana promosi digital yang cepat, luas, dan interaktif. Tantangan utama yang dihadapi meliputi keterbatasan Sumber Daya Manusia dalam bidang teknologi informasi dan komunikasi, yang menghambat pengembangan program digitalisasi seperti website pusat informasi pariwisata. Penelitian ini menggunakan metode penelitian kualitatif yang di mana menggunakan teknik pengumpulan data observasi, wawancara, dan dokumentasi, dengan informan meliputi pengelola pelayanan di Kantor Kecamatan Ciater, pengelola pelayanan digital tempat rekreasi wisata, admin media sosial wisata, dan masyarakat. Hasil penelitian menyimpulkan bahwa meskipun potensi wisata Ciater besar, diperlukan peningkatan kapasitas SDM, penguatan sistem informasi pariwisata digital terintegrasi, dan kerja sama lintas sektor untuk mengoptimalkan promosi dan pelayanan. Optimalisasi media sosial diperkirakan menjadi faktor strategis yang berpengaruh positif terhadap efektivitas promosi pariwisata di Sariater. Kata kunci : Optimalisasi Media Sosial, Promosi Wisata, Pelayanan Wisata. Abstract This research aims to examine the optimization of tourism services in the Ciater District area, Subang Regency. The tourism sector in Ciater District holds significant potential, iconic for the Sariater Hot Springs and the charming mountain views at the foot of Mount Tangkuban Parahu, and supported by the potential of tea agrotourism, open-air natural tourism, educational tourism, and local culinary attractions. Nevertheless, the role of the Ciater District office in tourism management and development remains limited to coordinative and facilitative functions, such as activity permitting and information recommendation, rather than direct involvement in promotion or marketing activities. From a promotional standpoint, the Ciater District government acknowledges that it does not yet have an integrated digital tourism promotion system. The existing social media and websites are still utilized for administrative purposes and community reporting, and are not specifically directed towards introducing local tourism potential. However, the optimization of social media (Instagram, TikTok, Facebook, YouTube) is crucial as a fast, wide-reaching, and interactive digital promotion tool. The main challenges faced include limited Human Resources (HR) in the field of information and communication technology, which hinders the implementation of digitalization programs like the planned website for the tourism information center. This qualitative research utilizes data collection techniques through observation, interviews, and documentation, with informants including service managers at the Ciater District Office, digital-based service managers at local tourist attractions, the social media admin for Ciater tourism, and community members. The research concludes that although Ciater's tourism potential is vast, it requires support in the form of enhanced HR capacity, strengthened integrated digital tourism information systems, and cross-sector collaboration to optimize promotion and services. Social media optimization is presumed to be a strategic factor that positively influences the effectiveness of tourism promotion in the Ciater District area. Keywords: Social Media Optimization, Tourism Promotion, Tourism Service.