The Effectiveness of the Short Film Via Youtube “Kembara: Empati” as A Tourism Promotion Media Nusa Tenggara Timur
This study aims to determine the effectiveness of short films as a medium for tourism in East Nusa Tenggara. The existence of the Tourism 4.0 concept has changed the overall cycle of tourism ecosystems in Indonesia, including the cause of the shift in tourist culture in the digital world. One example is the change in people's decision-making processes in the digital era. Where people use social media as a reference in determining their tourist destinations. The comment column on Youtube becomes a reference for anyone who reads it. Because they write their opinions or experiences based on the existing content. This of course makes Youtube allows it to be a medium for tourism promotion, including through short film content. This study was made with the aim of finding out how effective the short film produced by CXO Media, namely "KEMBARA: EMPATI" starring Darius Sinarthya, was uploaded through the Youtube channel as a promotional medium for East Nusa Tenggara tourism.
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