Transforming Local Potential Through Pokdarwis Rama Agung’s TikTok Content into Tourist Attraction

Abstract

The growth of social media encourages community-based destination managers to transform information about local potential into attractive and accessible digital messages. This study analyzes Pokdarwis Rama Agung’s TikTok content in transforming local potential into tourist attraction. A descriptive qualitative approach was applied using Potter’s media literacy framework, which consists of access, analysis, evaluation, and creation. Data were collected through account observation, interviews with the head of Pokdarwis, the account manager, and a documentation member, as well as document review. The findings show that TikTok has served as an initial publication space for the Interreligious Harmony Monument, houses of worship, Balinese cultural ornaments, traditional activities, and village scenery. In terms of access, managers understand basic features but do not yet maintain a consistent posting schedule. In analysis, local potential is selected according to its visual, social, and cultural strengths. In evaluation, views, likes, comments, shares, and saves are noticed, although they are not systematically recorded. In creation, short videos use music, text, captions, and hashtags, but most remain documentary and lack a strong storyline. The study confirms that harmony, tolerance, and culture are the main destination identities capable of differentiating Rama Agung Village from other destinations. Stronger content planning, narrative development, performance evaluation, task distribution, and posting consistency are required so that TikTok can develop from a documentation channel into a sustainable destination promotion medium