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Developments in information technology and social media have transformed the way tourism destinations are recognized and promoted. Tourists' digital activities, such as uploading photos, videos, and reviews on various platforms, play a crucial role in increasing destination awareness and image. This is also true for tourism at the Lok Baintan floating market. Optimizing digital power is crucial to strengthening the floating market's presence and appeal asa unique tourist destination. This study aims to analyze the digital tourism communication model in increasing tourism awareness at the Lok Baintan Floating Market. A descriptive qualitative method with a constructivist paradigm was applied in this study. The research finding shows that integrating the AISAS (Attention, Interest, Search, Action, Share) model with the User-Generated Content (UGC) concept provides a comprehensive explanation of digital tourist behavior. Each AISAS stage is dynamic, starting with Attention and Interest, triggered by visual and narrative content from visitors and local influencers that showcase the authenticity of Banjar culture.
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References
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Collecting and analyzing user-generated content for decision support in marketing management: An overview of methods and use cases. Schmalenbach Journal of Business Research, 1–37. Https://Doi.Org/10.1007/S41471-025-00208-7Cheung, Man Lai, Leung, Wilson K S, Cheah, Jun-Hwa, & Ting, Hiram. (2021). Exploring the effectiveness of emotional and rational user-generated contents in digital tourism platforms. Journal of Vacation Marketing, 28(2), 152–170. https://doi.org/10.1177/13567667211030675Cornellia, & Nj, S. (n.d.). The role of influencer marketing for tourism destinations in improving brand awareness through Instagram.Journal of Economics, Finance and Management Studies. https://doi.org/10.47191/jefms/v7-i2-34Facebook Dinas Kebudayaan Kepemudaan Olahraga Dan Pariwisata Kabupaten Banjar. (2023). https://www.Facebook.Com/Disbudporapar.Banjarkab/Ghorbanzadeh, D., Zakieva, R. R., Kuznetsova, M., Ismael, A. M., & Ahmed, A. A. A. (2023). 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International Journal of Information Management Data Insights, 2(1), 100056. https://doi.org/https://doi.org/10.1016/j.jjimei.2021.100056Kübler, R. V., Burmester, A., Paetz, F., & Klarmann, M. (2025). How to harness the potential of user-generated content for management decisions. In Schmalenbach Journal of Business Research. Springer Science and Business Media B.V. https://doi.org/10.1007/s41471-025-00226-5Luthfiana, A. (2019). Pengaruh pasar terapung Siring Tendean terhadap eksistensi pasar terapung Kuin dan pasar terapung Lok Baintan(Doctoral Dissertation, Universitas Gadjah Mada). https://Etd.Repository.Ugm.Ac.Id/Penelitian/Detail/178594Miles, M. B., Huberman, A. M., & Saldana, Morrison, A. M. (2023). Marketing and managing tourism destinations. Routledge.Narangajavana, Y., Fiol, L. J. C., Tena, M. Á. M., Artola, R. M. R., & García, J. S. (2017). The influence of social media in creating expectations. An empirical study for a tourist destination.Annals of tourism research,65, 60-70. https://doi.org/10.1016/j.annals.2017.05.002Nguyen, T. T. T., & Tong, S. (2023). The impact of user-generated content on intention to select a travel destination. Journal of Marketing Analytics, 11(3), 443–457. https://doi.org/10.1057/s41270-022-00174-7Normelani, E. (2016). River, culture and tourism in Lok Baintan, South Kalimantan. Journal of Indonesian Tourism and Development Studies, 4(2), 57.Puspawati, D. P. H., & Ristanto, R. (2018). Strategi promosi digital untuk pengembangan pariwisata Kota Magelang. Jurnal Jendela Inovasi Daerah, 1(2), 1–20. http://Jurnal.Magelangkota.Go.Id/Index.Php/Cendelainovasi/Article/View/14J. (2018). Qualitative data analysis: A methods sourcebook. SAGE Publications. Digital tourism communication model to increase public awareness of the Lok Baintan floating market tourist destinationVolume 20, Nomor 1, April 2026, Hal 91-108107Rasool, S., Morelli, M., Mubushar, M., Centobelli, P., & Cerchione, R. (2025). Encouraging user-generated content to engage travellers in rural tourism of developing countries.Current Issues in Tourism, 1-27. https://doi.org/10.1080/13683500.2025.2481492Rizali, M., & Tamini, K. (2022). Pengaruh pemasaran wisata pasar terapung Lok Baintan terhadap ekonomi masyarakat lokal di Kecamatan Sungai Tabuk Kabupaten Banjar. Scientific: Jurnal Ilmu-Ilmu Sosial Dan Ekonomi, 9(2), 18–26. https://Ojs.Uvayabjm.Ac.Id/Index.Php/Scientific/Article/View/449Salsabila, C. Z., & Amali, M. T. (2025). Strategi komunikasi pemasaran digital kelompok sadar wisata dalam membranding Pantai Pangasan sebagai destinasi wisata populer.Jurnal Ilmiah Global Education,6(2), 847-861. https://doi.org/10.55681/jige.v6i2.3864Sianipar, C. I., & Liyushiana, L. (2019). Pemasaran pariwisata digital oleh pemerintah Kota Sabang. Jurnal Darma Agung, 27(3), 1135–1143. https://Jurnal.Darmaagung.Ac.Id/Index.Php/Jurnaluda/Article/View/374Sugiyama, K., & Andree, T. (2010). The dentsu way: Secrets of cross switch marketing from the world’s most innovative advertising agency. McGraw Hill Professional.Sujatmiko, S., Ar, D. P., Hamdat, A., & Salam, K. N. (2025). User-generated content (UGC) and its impact on tourism marketing: A systematic literature review.Golden Ratio of Mapping Idea and Literature Format,5(2), 97-105. https://doi.org/10.52970/grmilf.v5i2.1491Sutrisno, R., Rafdinal, W., Septyandi, C. B., Gaffar, M. R., & Susanto, E. (2024). Disentangling digital influences on tourist behavior: The role of trust and destination image in the social media era. Journal of Tourism, Hospitality and Travel Management, 2(2), 129–142. https://doi.org/10.58229/jthtm.v2i2.318Tiktok @Disbudporaparbanjarkab. (2023). https://www.Tiktok.Com/@Disbudporaparbanjarkab?_T=8ipcuaygu2s&_R=1Triyani, T., Hanah, N., Sustriani, D., Gea, A., & Sallom, L. N. M. (2024). Kreativitas pedagang dalam meningkatkan taraf ekonomi pasar terapung Lok Baintan masyarakat Kalimantan Selatan. Sosietas: Jurnal Pendidikan Sosiologi, 13(2), 140–146. https://Ejournal.Upi.Edu/Index.Php/Sosietas/Article/View/60977/25608Twitter @Budporapar.Banjar. (2023). https://X.Com/Budporaparbjr?T=8yuz9hvv6on62zsdsx0gkq&S=08Wahyu, A. R. M. (2024). Pantun di pasar Warmayana, I. G. A. K. (2018). Pemanfaatan digital marketing dalam promosi pariwisata pada era industri 4.0. Pariwisata Budaya: Jurnal Ilmiah Agama Dan Budaya, 3(2), 81–92.terapung Lok Baintan: Melestarikan tradisi lisan acil-acil Banjarmasin penggerak ekonomi desa. Pangadereng: Jurnal Hasil Penelitian Ilmu Sosial Dan Humaniora, 9(2), 214–227. https://Jurnalpangadereng.Kemdikbud.Go.Id/Index.Php/Pangadereng/Article/View/402/Pdf Dewi Rachmawati, Ayu RakhmiTiara Hamdani & Latifa Ramonita108Jurnal Komunikasi Website Dinas Kebudayaan Kepemudaan Olahraga Dan Pariwisata Kabupaten Banjar. (2023). www.Disbudporapar.Banjarkab.Go.IdWibowo, DC, Y. P. P., Ayu, J.P., Hamdani, A. R. T. (2023). Pariwisata dan SGD 8 di pasar terapung Lok Baintan Kabupaten Banjar Kalimantan Selatan. Journal Of Indonesian Tourism, Hospitality And Recreation, Vol. 7. No. 1., 15-28. https://Ejournal.Upi.Edu/Index.Php/Jithor/Article/View/68241Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2017). A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. Tourism Management, 58, 51–65. https://doi.org/https://doi.org/10.1016/j.tourman.2016.10.001Xu, H., Cheung, L. T. O., Lovett, J., Duan, X., Pei, Q., & Liang, D. (2023). Understanding the influence of user-generated content on tourist loyalty behavior in a cultural World Heritage Site. Tourism Recreation Research, 48(2), 173–187. https://doi.org/10.1080/02508281.2021.1913022Xue, L. L., Shen, C. C., Morrison, A. M., & Kuo, L. W. (2021). Online tourist behavior of the net generation: An empirical analysis in Taiwan based on the AISAS model.Sustainability,13(5), 2781. https://doi.org/10.3390/su13052781Yamagishi, K., Canayong, D., Domingo, M., Maneja, K. N., Montolo, A., & Siton, A. (2024). User-generated content on Gen Z tourist visit intention: A stimulus-organism-response approach. Journal of Hospitality and Tourism Insights, 7(4), 1949–1973. https://Doi.Org/10.1108/JHTI-02-2023-0091Yoeti, O. A. (1983). Pengantar ilmu pariwisata. Angkasa.Youtube Disbudporapar Kabupaten Banjar. (2023). https://Www.Youtube.Com/@DisbudporaparbanjarkabZhao, S., Kong, Y., Yang, Y., & Li, J. (2024). The influencing mechanism of scenic spot online attention and tourists’ purchase behavior: An AISAS model based investigation.Frontiers in Psychology,15, 1386350. https://doi.org/10.3389/fpsyg.2024.1386350
References
Abdurrahim, M. S., Najib, M., & Djohar, S. (2019). Development of the AISAS model to see the effect of tourism destinations on social media.Jurnal Aplikasi Manajemen,17(1), 133–143. https://doi.org/10.21776/ub.jam.2019.017.01.15Aboalganam, K. M., AlFraihat, S. F., & Tarabieh, S. (2025). The impact of user-generated content on tourist visit intentions: The mediating role of destination imagery. Administrative Sciences, 15(4), 117. https://Doi.Org/10.3390/Admsci15040117Ayu, J. P. (2021). Pengaruh pemasaran digital dan citra destinasi terhadap keputusan berkunjung pada wisata bahari di Kepulauan Seribu.Jurnal Ilmiah Pariwisata,26(3), 223–232. https://doi.org/10.30647/jip.v26i3.1478Aziz, M. H. (2022). Model pariwisata digital dalam pengembangan pariwisata Indonesia. Jurnal Ilmiah Universitas Batanghari Jambi, 22(3), 2279–2286. http://Ji.Unbari.Ac.Id/Index.Php/Ilmiah/Article/View/2246Baier, D., Decker, R., & Asenova, Y. (2025). Collecting and analyzing user-generated content for decision support in marketing management: An overview of methods and use cases. Schmalenbach Journal of Business Research, 1–37. Https://Doi.Org/10.1007/S41471-025-00208-7Cheung, Man Lai, Leung, Wilson K S, Cheah, Jun-Hwa, & Ting, Hiram. (2021). Exploring the effectiveness of emotional and rational user-generated contents in digital tourism platforms. Journal of Vacation Marketing, 28(2), 152–170. https://doi.org/10.1177/13567667211030675Cornellia, & Nj, S. (n.d.). The role of influencer marketing for tourism destinations in improving brand awareness through Instagram.Journal of Economics, Finance and Management Studies. https://doi.org/10.47191/jefms/v7-i2-34Facebook Dinas Kebudayaan Kepemudaan Olahraga Dan Pariwisata Kabupaten Banjar. (2023). https://www.Facebook.Com/Disbudporapar.Banjarkab/Ghorbanzadeh, D., Zakieva, R. R., Kuznetsova, M., Ismael, A. M., & Ahmed, A. A. A. (2023). Generating destination brand awareness and image through the firm’s social media. Kybernetes, 52(9), 3292–3314. https://Doi.Org/10.1108/K-09-2021-0931Hamdani, A., Ramonita, L., & Rachmawati, D. (2024). Pantoum as transactional communication tactic in Lok Baintan floating market. MIMBAR: Jurnal Sosial Dan Pembangunan, 127–135. https://Journals.Unisba.Ac.Id/Index.Php/Mimbar/Article/View/3403Hasiholan, L. B., & Amboningtyas, D. (2021). Strategi pemasaran melalui digital marketing pada pariwisata Kota Lama Semarang. Jurnal Sains Sosio Humaniora, 5(2), 888–893.Hossain, R., Al-Amin, A. A., Mani, L., Islam, M. M., Poli, T. A., & Milon, M. N. U. (2024). Exploring the effectiveness of social media on tourism destination marketing: An empirical study in a developing country. Wseas Trans. Bus. Econ, 21, 1392–1408. Https://Doi.Org/10.37394/23207.2024.21.114. Dewi Rachmawati, Ayu RakhmiTiara Hamdani & Latifa Ramonita106Jurnal Komunikasi Huda, I. U., Melania, M., & Amrullah, A. (2024). Implementasi theory of planned behavior terhadap eksistensi keberadaan pedagang pasar terapung Lok Baintan. Co-Value Jurnal Ekonomi Koperasi Dan Kewirausahaan, 14(11). Http://Journal.Ikopin.Ac.Id/Index.Php/Covalue/Article/View/4147/3285Instagram @Disbudporapar.Banjarkab. (2023). https://www.Instagram.Com/Disbudporapar.Banjarkab/Instagram @Pasarterapunglokbaintan. (2023). https://www.Instagram.Com/Pasarterapunglokbaintan?Igsh=Cxz2z2n2d2e2bmh5Karo, P. K. (2024). Analysis of the Effectiveness of Tourism Destination Advertising in Lahat Regency.Tourism Economics Hospitality and Business Management Journal,4(1), 39-50. https://doi.org/10.36983/tehbmj.v4i1.573Kitsios, F., Mitsopoulou, E., Moustaka, E., & Kamariotou, M. (2022). User-generated content behavior and digital tourism services: A SEM-neural network model for information trust in social networking sites. International Journal of Information Management Data Insights, 2(1), 100056. https://doi.org/https://doi.org/10.1016/j.jjimei.2021.100056Kübler, R. V., Burmester, A., Paetz, F., & Klarmann, M. (2025). How to harness the potential of user-generated content for management decisions. In Schmalenbach Journal of Business Research. Springer Science and Business Media B.V. https://doi.org/10.1007/s41471-025-00226-5Luthfiana, A. (2019). Pengaruh pasar terapung Siring Tendean terhadap eksistensi pasar terapung Kuin dan pasar terapung Lok Baintan(Doctoral Dissertation, Universitas Gadjah Mada). https://Etd.Repository.Ugm.Ac.Id/Penelitian/Detail/178594Miles, M. B., Huberman, A. M., & Saldana, Morrison, A. M. (2023). Marketing and managing tourism destinations. Routledge.Narangajavana, Y., Fiol, L. J. C., Tena, M. Á. M., Artola, R. M. R., & García, J. S. (2017). The influence of social media in creating expectations. An empirical study for a tourist destination.Annals of tourism research,65, 60-70. https://doi.org/10.1016/j.annals.2017.05.002Nguyen, T. T. T., & Tong, S. (2023). The impact of user-generated content on intention to select a travel destination. Journal of Marketing Analytics, 11(3), 443–457. https://doi.org/10.1057/s41270-022-00174-7Normelani, E. (2016). River, culture and tourism in Lok Baintan, South Kalimantan. Journal of Indonesian Tourism and Development Studies, 4(2), 57.Puspawati, D. P. H., & Ristanto, R. (2018). Strategi promosi digital untuk pengembangan pariwisata Kota Magelang. Jurnal Jendela Inovasi Daerah, 1(2), 1–20. http://Jurnal.Magelangkota.Go.Id/Index.Php/Cendelainovasi/Article/View/14J. (2018). Qualitative data analysis: A methods sourcebook. SAGE Publications. Digital tourism communication model to increase public awareness of the Lok Baintan floating market tourist destinationVolume 20, Nomor 1, April 2026, Hal 91-108107Rasool, S., Morelli, M., Mubushar, M., Centobelli, P., & Cerchione, R. (2025). Encouraging user-generated content to engage travellers in rural tourism of developing countries.Current Issues in Tourism, 1-27. https://doi.org/10.1080/13683500.2025.2481492Rizali, M., & Tamini, K. (2022). Pengaruh pemasaran wisata pasar terapung Lok Baintan terhadap ekonomi masyarakat lokal di Kecamatan Sungai Tabuk Kabupaten Banjar. Scientific: Jurnal Ilmu-Ilmu Sosial Dan Ekonomi, 9(2), 18–26. https://Ojs.Uvayabjm.Ac.Id/Index.Php/Scientific/Article/View/449Salsabila, C. Z., & Amali, M. T. (2025). Strategi komunikasi pemasaran digital kelompok sadar wisata dalam membranding Pantai Pangasan sebagai destinasi wisata populer.Jurnal Ilmiah Global Education,6(2), 847-861. https://doi.org/10.55681/jige.v6i2.3864Sianipar, C. I., & Liyushiana, L. (2019). Pemasaran pariwisata digital oleh pemerintah Kota Sabang. Jurnal Darma Agung, 27(3), 1135–1143. https://Jurnal.Darmaagung.Ac.Id/Index.Php/Jurnaluda/Article/View/374Sugiyama, K., & Andree, T. (2010). The dentsu way: Secrets of cross switch marketing from the world’s most innovative advertising agency. McGraw Hill Professional.Sujatmiko, S., Ar, D. P., Hamdat, A., & Salam, K. N. (2025). User-generated content (UGC) and its impact on tourism marketing: A systematic literature review.Golden Ratio of Mapping Idea and Literature Format,5(2), 97-105. https://doi.org/10.52970/grmilf.v5i2.1491Sutrisno, R., Rafdinal, W., Septyandi, C. B., Gaffar, M. R., & Susanto, E. (2024). Disentangling digital influences on tourist behavior: The role of trust and destination image in the social media era. Journal of Tourism, Hospitality and Travel Management, 2(2), 129–142. https://doi.org/10.58229/jthtm.v2i2.318Tiktok @Disbudporaparbanjarkab. (2023). https://www.Tiktok.Com/@Disbudporaparbanjarkab?_T=8ipcuaygu2s&_R=1Triyani, T., Hanah, N., Sustriani, D., Gea, A., & Sallom, L. N. M. (2024). Kreativitas pedagang dalam meningkatkan taraf ekonomi pasar terapung Lok Baintan masyarakat Kalimantan Selatan. Sosietas: Jurnal Pendidikan Sosiologi, 13(2), 140–146. https://Ejournal.Upi.Edu/Index.Php/Sosietas/Article/View/60977/25608Twitter @Budporapar.Banjar. (2023). https://X.Com/Budporaparbjr?T=8yuz9hvv6on62zsdsx0gkq&S=08Wahyu, A. R. M. (2024). Pantun di pasar Warmayana, I. G. A. K. (2018). Pemanfaatan digital marketing dalam promosi pariwisata pada era industri 4.0. Pariwisata Budaya: Jurnal Ilmiah Agama Dan Budaya, 3(2), 81–92.terapung Lok Baintan: Melestarikan tradisi lisan acil-acil Banjarmasin penggerak ekonomi desa. Pangadereng: Jurnal Hasil Penelitian Ilmu Sosial Dan Humaniora, 9(2), 214–227. https://Jurnalpangadereng.Kemdikbud.Go.Id/Index.Php/Pangadereng/Article/View/402/Pdf Dewi Rachmawati, Ayu RakhmiTiara Hamdani & Latifa Ramonita108Jurnal Komunikasi Website Dinas Kebudayaan Kepemudaan Olahraga Dan Pariwisata Kabupaten Banjar. (2023). www.Disbudporapar.Banjarkab.Go.IdWibowo, DC, Y. P. P., Ayu, J.P., Hamdani, A. R. T. (2023). Pariwisata dan SGD 8 di pasar terapung Lok Baintan Kabupaten Banjar Kalimantan Selatan. Journal Of Indonesian Tourism, Hospitality And Recreation, Vol. 7. No. 1., 15-28. https://Ejournal.Upi.Edu/Index.Php/Jithor/Article/View/68241Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2017). A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. Tourism Management, 58, 51–65. https://doi.org/https://doi.org/10.1016/j.tourman.2016.10.001Xu, H., Cheung, L. T. O., Lovett, J., Duan, X., Pei, Q., & Liang, D. (2023). Understanding the influence of user-generated content on tourist loyalty behavior in a cultural World Heritage Site. Tourism Recreation Research, 48(2), 173–187. https://doi.org/10.1080/02508281.2021.1913022Xue, L. L., Shen, C. C., Morrison, A. M., & Kuo, L. W. (2021). Online tourist behavior of the net generation: An empirical analysis in Taiwan based on the AISAS model.Sustainability,13(5), 2781. https://doi.org/10.3390/su13052781Yamagishi, K., Canayong, D., Domingo, M., Maneja, K. N., Montolo, A., & Siton, A. (2024). User-generated content on Gen Z tourist visit intention: A stimulus-organism-response approach. Journal of Hospitality and Tourism Insights, 7(4), 1949–1973. https://Doi.Org/10.1108/JHTI-02-2023-0091Yoeti, O. A. (1983). Pengantar ilmu pariwisata. Angkasa.Youtube Disbudporapar Kabupaten Banjar. (2023). https://Www.Youtube.Com/@DisbudporaparbanjarkabZhao, S., Kong, Y., Yang, Y., & Li, J. (2024). The influencing mechanism of scenic spot online attention and tourists’ purchase behavior: An AISAS model based investigation.Frontiers in Psychology,15, 1386350. https://doi.org/10.3389/fpsyg.2024.1386350