The Role of Local Creativity in Cultural Tourism Development: Online Analysis of Social Media in Medan

Abstract

Cultural tourism has an important role in promoting the richness of a region and strengthening local identity. However, in developing cultural tourism potential, aspects of local creativity often do not receive sufficient attention. This research aims to understand and explore the potential of local creativity as a valuable asset in enriching cultural tourism experiences by utilizing social media, especially in Medan. The research method used is a qualitative method.. The research results show that the role of social media is very influential in the development of cultural tourism in Medan. The use of technology such as smartphones has become a daily activity for people to share experiences and creative content that promotes cultural tourism in Medan. However, the use of social media in the context of cultural tourism in Medan is not yet optimal, so further development efforts are needed. Thus, this research provides a strong basis for continuing the exploration and use of social media in the development of more effective and sustainable cultural tourism in Medan.