The Influence of Social Media on Young People's Interest in Traveling Local Tourist Attractions in North Sumatra

Abstract

This study aims to analyze the influence of social media on young people's interest in traveling to local tourist destinations in North Sumatra. In today's digital era, social media plays a significant role in shaping tourism perceptions and preferences, especially among the younger generation. The method used in this study was a quantitative survey by distributing questionnaires to 100 respondents aged 18–25 who actively use social media such as Instagram, TikTok, and YouTube. Data were analyzed using a quantitative descriptive approach and simple regression to determine the relationship between the intensity of exposure to tourism content on social media and travel interest. Preliminary results indicate a significant positive effect between social media exposure and increased interest among young people in visiting local tourist destinations in North Sumatra, especially those that go viral or are popular on digital platforms. Social media is an effective tool in tourism promotion that can increase awareness and interest of the younger generation in local riches.