Utilization of Instagram by Glamping Legok Kondang Ciwidey as a Promotion Media during the Pandemic

Abstract

This research aims to describe how social media Instagram that tourism industry players, and the tourists use during the pandemic, can be utilized as a promotion tool so that more people will be interested in traveling again, especially in the era of the new normal. This research uses a qualitative approach with descriptive research type and data collection techniques carried out through in-depth interviews with one key informant, non-participant observation, and document study. The results show that in carrying out its promotion, Glamping Ciwidey utilizes some features of social media Instagram and emphasizes certain content to attract the attention of their target audiences. In modifying the audiences’ behavior, they optimize the ability of the influencer that was involved in building brand awareness and the interest of tourists’ attraction and maximizing the features of posting and reposting content from the influencers also visitors through Insta Story and Instagram Feeds. In providing the information such as product knowledge and persuading the audiences to be interested in visiting, they utilize some of Instagram’s features and emphasize the digital content creation, such as activities and the view around there, the implementation of health protocol, infographic, and repost content.
 Keywords: Nature Tourism, Promotion Media, Social Media For Tourism Marketing

Digital Marketing Communication dalam Promosi Industri Ekonomi Kreatif Pariwisata

“…Dalam risetnya, Diniati et al, (2022) menyatakan bahwa selain menguatkan SDM, industri pariwisata juga perlu meningkatkan infrastruktur digital mereka, mengingat stakeholder mereka yang melibatkan seluruh lapisan, tidak hanya melibatkan warga sekitar sebagai SDM unggulan, tetapi juga perlu mendapatkan perhatian dari pemerintah sebagi pemegang kebijakan, para wisatawan sebagai target audiens, serta media sebagai wadah promosi dan menyampaikan informasi. Oleh karena itu, kesiapan sektor wisata pada masa Adaptasi Kebiasaan Baru harus diimbangi dengan pengembangan infrastruktur digital sehingga potensi wisata alam yang tengah dikembangkan dapat muncul.…”

Utilitas Ragam Media Digital dan Stuktur Persaingan Pasar antar Desa Wisata di Kawasan Perbukitan Menoreh

“…Perencanaan dan pemesanan tiket perjalanan, hotel, paket liburan, dan berbagai jenis aktivitas wisatawan telah diakses melalui media digital. Desa wisata juga telah semakin lekat dengan penggunaan media digital untuk kepentingan branding, promosi, dan pemasaran online (Aditya & Arini, 2022;Diniati, Salma, Lestari, Devi, & Tasliman, 2022;Ingkadijaya, Emansyah, & Mariati, 2022;Sitanggang et al, 2022;Yulianto & Putri, 2021). Aplikasi digital juga dipergunakan untuk kepentingan monitoring kesehatan wisatawan (Wirawan et al, 2020), pemasaran produk-produk kuliner (Razak & Novianti, 2022), serta early warning system di kawasan desa wisata yang rentan bencana dan gempa (Ahdiati, Soebiantoro, & Kusumanegara, 2022).…”

“…Smart tourism technology mempengaruhi perilaku wisatawan dan niat berkunjung (Susanto et al, 2020). Kajian juga memperhatikan ragam media sosial yang digunakan untuk promosi dan digital marketing seperti: instagram yang efektif meningkatkan kunjungan wisata di desa dan memainkan peran penting bagi pengembangan destinasi (Diniati et al, 2022;Kusumawati, 2021;Ningrum & Salim, 2021;Sinaga et al, 2021;Wiryokusumo et al, 2021), analisis sentimen pada media sosial twitter yang bersifat positif (Wicaksono, Khakhim, Farda, Geografi, & Mada, 2022); dan facebook (Razak & Novianti, 2022). Sistem E-Commerce dengan e-transportasi lokal dapat menjamin adanya real data dan real money (Mastika, Sasongko, Pramono, Julianto, & Wahyuni, 2019).…”

Building reputation and social media – how effectively do attractive European tourist destinations communicate on them?

“…DMOs need to be active in both the online and offline world, maintain interaction, cooperate with users, and co-create the stories with them (Lund, Cohen and Scarles, 2018). As stated by Diniati et al (2022), some destinations cooperate with influencers who emphasise the digital content to attract the attention, build brand awareness and attract interest of potential tourists, as well as to modify their behaviour by providing information as found through the method triangulation, such as in-depth interviews, non-participant observation and reviewing documents including Social Blade statistics and Instagram content of a glamping site in Indonesia during the Covid-19 pandemic. The content themes highlighted mainly activities and views, health, infographics, giveaways, or product-related content Peralta ( 2019) used a narrative analysis to evaluate the potential and effectiveness of travel blogs and vlogs shared on Facebook for promoting destinations and their image.…”