Indonesia is the second largest contributor to plastic waste in the world. It takes hundreds of years to break down plastic waste into small particles, because plastic waste has the potential to pollute the environment and endanger the health of living things. Greenpeace Indonesia also feels this concern and makes it the basis for holding the #PantangPlastik campaign through Urban People Power (UPP). UPP held its campaign actions through many means and media, such as carrying out clean-up actions on the beach, announcing the most plastic products or factories, and also utilizing various mass media channels. Instagram as a one of the social media that is loved by 20% of the entire Indonesian community is the object of this research. Therefore, this quantitative research aims to see how big the #PantangPlastik campaign on instagram @Greenpeaceid is able to play a role in creating an environmentally friendly attitude towards its followers. The results showed that message content, message structure, campaign actors, and campaign channels played a role of 51% in supporting aspects of cognition, affection, and building an environmentally friendly attitude to instagram follower's @Greenpeaceid. The #PantangPlastik campaign has been able to gradually form an environmentally friendly attitude on instagram followers @Greenpeaceid, starting from increasing knowledge, the emergence of feelings of guilt and responsibility, to reducing the use of plastic straws, using tumblr, and so on.
The effort to improve the number of tourist visits and foreign exchange have been happening in Indonesia. However, in its development, there are several obstacles, one of which is related to promotion. Therefore, it is necessary to implement the concept of story-driven marketing as an effort to promote tourism through stories and impressions that are disseminated through social media, by applying storytelling. This study aims to explore storytelling in two tourist destinations that are part of 5 super priority tourism destinations, Borobudur in Central Java and Danau Toba in South Sumatra, by looking at the Instagram accounts of the two tourist destinations, which are @borobudurpark and @danau_tobasamosir. This quantitative descriptive study used content analysis methods to study 3 elements of tourism in accordance with the 2009 Tourism Law (attractions, amenities, and accessibility), and also 5 elements of storytelling (setting, character, plot, conflict, and message). The research data was collected through document study by studying the Instagram account @borobudurpark and @danau_tobasamosir. The findings in this study are that the storytelling strategy is not yet optimal as a story-driven marketing strategy in tourism, because not all elements of storytelling appear in the posts of the research object's Instagram account. Most of the posts on the Instagram account of the Borobudur and Lake Toba tourist destinations only refer to the elements of the message and pay less attention to other elements of storytelling. The implication of this research is the need for various parties involved in tourism development to optimize social media as a means of promotion and improve storytelling strategies to attract tourists. Target jumlah kunjungan wisatawan dan penerimaan devisa Indonesia terus diupayakan peningkatannya dari tahun ke tahun. Namun dalam pengembangannya, ada beberapa kendala yang dihadapi, salah satunya terkait promosi. Karenanya, dirasa perlu mengimplementasi konsep story-driven marketing sebagai upaya promosi wisata melalui cerita dan kesan yang disebarluaskan melalui media sosial, yaitu dengan mengaplikasikan storytelling. Penelitian ini bertujuan untuk mengeksplorasi storytelling dalam dua destinasi wisata yang masuk dalam kategori 5 destinasi super prioritas pariwisata, yaitu Borobudur di Jawa Tengah dan Danau Toba di Sumatera Selatan, dengan melihat akun Instagram kedua destinasi wisata tersebut, yakni. Penelitian deskriptif kuantitatif ini menggunakan metode analisis isi untuk mengkaji 3 unsur pariwisata sesuai UU tentang Kepariwisataan tahun 2009 (atraksi, amenitas, dan aksesibilitas) serta 5 unsur storytelling (setting, karakter, plot, konflik, dan pesan). Data penelitian dikumpulkan melalui studi dokumen dengan mempelajari akun Instagram @borobudurpark dan @danau_tobasamosir. Temuan dalam penelitian ini adalah belum optimalnya strategi storytelling sebagai strategi story-driven marketing dalam pariwisata, karena tidak semua unsur storytelling muncul dalam unggahan pada akun Instagram objek penelitian. Sebagian besar unggahan pada akun Instagram destinasi wisata Borobudur dan Danau Toba tersebut hanya merujuk pada unsur pesannya saja dan kurang memperhatikan unsur storytelling yang lain. Implikasi dari penelitian ini adalah perlunya berbagai pihak terkait dalam perkembangan pariwisata untuk mengoptimalkan media sosial sebagai sarana promosi, dan meningkatkan strategi storytelling untuk menarik wisatawan.
Budaya memiliki peran dominan dalam mendukung sektor pariwisata suatu daerah. Begitu juga dengan Kabupaten Banjarnegara yang mewujudkan visi dan misi terkait budaya melalui penyelenggaraan Dieng Culture Festival yang dinobatkan sebagai satu dari tiga festival budaya Indonesia paling populer di dunia. Dieng Culture Festival yang sarat makna budaya sebagai esensi dari proses komunikasi budaya.Penelitian kualitatif ini menggunakan paradigma konstruktivisme untuk memberikan gambaran atas makna budaya pada rangkaian acara Dieng Culture Festival. Data untuk mendukung penelitian ini dihimpun dari wawancara dengan pegiat budaya Dieng dan kajian pustaka. Hasil dari penelitian ini adalah seluruh rangkaian acara dalam Dieng Culture Festival mengkomunikasikan budaya Jawa pada umumnya dengan tambahan kearifan lokal masyarakat Dieng yang khas, yang dipengaruhi oleh kepercayaan yang berkembang di masyarakat sekitar.
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