Analysis of geotourism promotion strategies based on social media in Karanganyar Regency, Indonesia

Abstract

Karanganyar Regency, known for its captivating mountainous geography, possesses significant potential for geo-tourism development. Enhancing the visibility of the region’s tourist attractions on social media platforms is imperative to capitalize on this potential fully, thus increasing their allure. This study aims to analyze the marketing strategies employed on social media to bolster the appeal of geo-tourism attractions. This research gathers comprehensive and reliable data from various natural tourist locations and relevant agencies using qualitative methods, survey techniques, and interviews. Several notable natural attractions with considerable developmental potential are identified, including Grojogan Sewu, Grojogan Pringgondani, Parang Ijo Waterfall, Jumog Waterfall, Telaga Madirda, and Sapta Tirta Pablengan. Key areas that influence tourism development are identified to foster the growth of these tourist hotspots. These include enhancing marketing and promotional efforts for natural tourist attractions through Instagram, optimizing accessibility to these destinations, and improving facilities and infrastructure. By addressing these aspects, tourists are more likely to be enticed to visit the natural wonders of Karanganyar Regency. The results of this study are expected to reveal effective social media-based marketing strategies for promoting natural attractions on Instagram in Karanganyar Regency. Furthermore, evaluating these strategies will lead to discovering new insights and improvements for leveraging the full tourism potential of the region.