Citra Destinasi Air Terjun Madakaripura: Analisis Sentimen Wisatawan di Google Review

Abstrak

This study examines the digital destination image of Madakaripura
Waterfall by analyzing tourist sentiment expressed in Google Review
posts from January 2024 to November 2025. The research is motivated
by unique governance issues, particularly the period of temporary
closure declared by the local government while on-site operations
continued, which triggered diverse tourist responses on digital
platforms. The analysis was conducted using the Naïve Bayes sentiment
classification algorithm, word cloud visualization, word frequency
analysis, and thematic analysis.
The findings reveal that positive sentiment dominates (69.44%),
primarily driven by appreciation for the natural beauty, scenic
landscape, and the unique “eternal rain” phenomenon. Neutral
sentiment (8.18%) mainly consists of factual descriptions related to
environmental conditions, accessibility, and practical visitor
information. Meanwhile, negative sentiment (22.38%) is largely
influenced by governance-related issues, including the forced use of local
guides, unclear pricing systems, and uncomfortable interactions with
local stakeholders. These governance and service-quality issues are
identified as the main threats to the destination’s digital image.
The study proposes several strategic recommendations, including
strengthening community-based tourism (CBT), implementing
transparent and standardized pricing, enhancing capacity building for
local guides, and optimizing social media–based visitor feedback
mechanisms.