FROM CULTURE TO VIRALITY: THE SOCIAL MEDIA EFFECT ON TOURIST DESTINATION IN GREATER JAKARTA AREA

Nathania Wijaya, Amadea Graciella Tjundawan, Deofigrace Waiman, Nadine Christabelle Gadjuli

Abstract


Social media platforms such as Instagram or TikTok have shifted how tourists perceive architectural designs of both local and international destinations. The clickbait-driven content and algorithms used within these platforms expose users to see similar things repeatedly, which subconsciously change people’s preferences. Builders used this opportunity to recreate “viral” places to repeat the glory of its predecessor. This research investigates how this phenomenon has shifted architectural typology, particularly within Greater Jakarta. Through a mixed method approach that blends architectural theory content analysis from social media posts, surveys, and statistical data, this study aims to investigate the rising trend of “copycat” design to attract a larger audience. Findings reveal a significant correlation between viral destinations and architectural development in greater Jakarta. While this trend potentially promotes tourism and potentially economic growth, it also sparks debate around the erosion of cultural identity and authenticity. This paper demonstrates that while the so-called “form follows Instagram” approach might work on a superficial level, it fails to embrace the deeper beauty and locality of architectural design. Furthermore, this paper aims to open a dialogue on the future of architectural expression in a media-saturated society, where likes and shares shape the built environment, where copying and pasting are seen as a mere habit.


Keywords


Social Media; Tourism; Architecture; Copycat Architecture; Jakarta

Full Text:

PDF

References


Abad, P.E.S. and Borbon, N.M.D. (2021) ‘Influence of travel vlog: Inputs for destination marketing model’, International Journal of Research Studies in Management, 9(3). Available at: https://doi.org/10.5861/ijrsm.2021.m7729.

Basco, A.A.R., Mejia, Z.J.L. and Irene, S.G. (2021) ‘Social Media And Its Influence To Tourist Decision Making And Preferences’, International Journal of Management and Commerce Innovations, 9(1), pp. 231–247.

Crisman, P. (2009) ‘To Summon All the Senses’, in G. A and D. M (eds) Architecture is a Thing of Art. Savannah: Savannah College of Art Publications, pp. 170–177.

Drobnjak, B. (2024) ‘Digital Architectural Archives – Aesthetic Reading’, AM Journal of Art and Media Studies, (34), pp. 1–10. Available at: https://doi.org/10.25038/am.v0i28.560.

Hays, S., Page, S.J. and Buhalis, D. (2013) ‘Social media as a destination marketing tool: its use by national tourism organisations’, Current Issues in Tourism, 16(3), pp. 211–239. Available at: https://doi.org/10.1080/13683500.2012.662215.

Hsu, H.-L., Chang, Y.-L. and Lin, H.-H. (2015) ‘Emotional Architecture—A Study of Tadao Ando’s Genius Loci Design Philosophy and Design Syntax’, International Journal of Chemical, Environmental & Biological Sciences (IJCEBS), 3(6), pp. 456–463.

Instagram Dimzw (2025) Rekomendasi Resto & Penginapan Vibes Ala Jepang Cijeruk, Bogor. Available at: https://www.instagram.com/p/DHTdJraoYCa/?hl=en%40dimzw.

Instagram enjoywith.pik2 (2022) Jakarta Rasa Amsterdam di Ruko PIK 2, instagram. Available at: https://www.instagram.com/reel/ClKlgnYDFtI/?hl=en%40enjoywith.pik2.

Japan RailPass (2024) Torii Gates: Origins and Must-Visit Locations. Available at: https://www.jrailpass.com/blog/torii-gates-japan.

Kosasih, I.B. and Sangaras, M.A.G. (2022) ‘Social Media Affect on Contemporary Design for Architect and Client via Instagram Sites’, International Journal of Research and Applied Technology, 2(1), pp. 178–187. Available at: https://doi.org/10.34010/injuratech.v2i1.6916.

Lokas, I., Petrović, R. and Rakonjac, I. (2023) ‘The Essence of Place: Understanding Genius Loci Through Phenomenology’, in On Architecture-Challenges in Design: Proceedings/11th International Conference, December 2023, Belgrade, pp. 215–224.

López-Chao, V. and Lopez-Pena, V. (2020) ‘Aesthetical Appeal and Dissemination of Architectural Heritage Photographs in Instagram’, Buildings, 10(12), p. 225. Available at: https://doi.org/10.3390/buildings10120225.

Lynch, K. (1964) The image of the city. MIT press.

Nadeau, R.L. (1997) ‘Dimensions of Sacred Space in Japanese Popular Culture’, Intercultural Communication Studies, 6, pp. 109–114.

Norberg-Schulz, C. (1980) Genius Loci: Towards a Phenomenology of Architecture, “, Rizzoli, New York. New: Rizzoli.

Osei, B.A. and Abenyin, A.N. (2016) ‘Applying the Engell–Kollat–Blackwell model in understanding international tourists’ use of social media for travel decision to Ghana’, Information Technology & Tourism, 16(3), pp. 265–284. Available at: https://doi.org/10.1007/s40558-016-0055-2.

Panuka Travel (no date) Amsterdam. Available at: https://panuka.rs/holandija/amsterdam/amsterdam-13897.

Perbawanti, N.D., Pratiwi, W.D. and Samsirina, S. (2025) ‘COMMUNITY PARTICIPATION IN PHYSICAL TRANSFORMATION OF TOURISM KAMPUNG: THE CASE OF KAMPUNG LAWAS MASPATI’, Journal of Architecture&ENVIRONMENT, 24(1), p. 67. Available at: https://doi.org/10.12962/j2355262x.v24i1.a22760.

Stepchenkova, S., Kim, H. and Kirilenko, A. (2014) ‘Cultural Differences in Pictorial Destination Images’, Journal of Travel Research, 54(6), pp. 758–773. Available at: https://doi.org/10.1177/0047287514535849.

Sufyan, A., Prajnawrdhi, T.A. and Agusintadewi, N.K. (2020) ‘Characteristics Condition and Environmental Quality of Using Tribe Settlements in Kemiren Village’, Architecture & Environment, 19(2), pp. 173–186.

Xiang, Z. and Gretzel, U. (2010) ‘Role of social media in online travel information search’, Tourism Management, 31(2), pp. 179–188. Available at: https://doi.org/10.1016/j.tourman.2009.02.016.

Zhang, S. and Zhang, G. (2025) ‘The impact of platform affordance on the representation of iconic architecture: a case study of Markthal across visual social media’, Archnet-IJAR: International Journal of Architectural Research, 19(2), pp. 390–410. Available at: https://doi.org/10.1108/arch-05-2024-0198.




DOI: http://dx.doi.org/10.12962%2Fj2355262x.v24i2.a22273

Refbacks

  • There are currently no refbacks.


 

Indexing and Abstracting :

           

 


Journal of Architecture & Environment is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

 

View JoAE Stats