Examining Gembira Loka Zoo’s content marketing in the new TikTok based ticketing system
Keywords:
TikTok, Content marketing, Digital marketing strategy, Online ticketing, Gembira Loka ZooAbstract
The rapid development of technology has transformed traditional marketing systems into digital approaches. This transformation enables various industries to reach consumers more broadly and efficiently. Within this dynamic landscape, TikTok has emerged as a strategic platform for reaching audiences through visual content. TikTok serves as a channel for maintaining digital presence. This approach has also been adopted by Gembira Loka Zoo (GL Zoo) as a tourism destination, by implementing creative digital marketing strategies through TikTok. This study aims to analyze the content strategy of Gembira Loka Zoo in online ticket sales through the TikTok platform. This research employs a descriptive qualitative approach using the AISAS model framework. The research data were obtained from interviews with the Public Relations and Promotion Division of Gembira Loka Zoo, supported by observation and documentation data from the TikTok account @gembiraloka.zoo during the August–December 2025 period. The results of the study indicate that: (1) Gembira Loka Zoo builds awareness through content framed by emotional animal narratives, promotions, and facility information; (2) Gembira Loka Zoo consistently does not provide direct guidance for ticket purchases through TikTok; (3) this is because ticket sales on TikTok are conducted by Gembira Loka Zoo’s partner, Tiket.com, which collaborates with TikTok; (4) ticket sales available on the TikTok location page feature are entirely an initiative of Tiket.com as Gembira Loka Zoo’s partner; (5) influencers and User Generated Content play an important role in building attention and interest in purchasing tickets through TikTok; and (6) the ticket purchasing process is strongly influenced by discounts provided by Tiket.com.
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