Enhancing Tourist Visits to Pantai Sembilan Through Effective Instagram Marketing Strategies

Sheren Aurellia Nathania Putri, Zainal Abidin Achmad

Abstract


This study investigates how the Instagram account @pantaisembilan_sumenep uses communication strategies to boost tourist visits to Pantai Sembilan, a well-known beach destination in Sumenep Region. By employing a qualitative descriptive methodology, the research examines the effectiveness of digital marketing through Instagram in promoting tourist attractions. The findings show that the account utilizes various Instagram features to engage potential visitors. These features include posting attractive photos and videos, incorporating relevant hashtags, and using geotags. Additionally, the research highlights the crucial role of strategies such as identifying the target audience, crafting compelling messages, and selecting the right media in attracting both local and international tourists. The study concludes that effective use of social media, particularly Instagram, serves as a vital tool for enhancing Pantai Sembilan's visibility and increasing visitor numbers by providing a platform for interactive and direct marketing.


Keywords


digital marketing, tourism promotion, instagram strategies, visitor engagement

Full Text:

PDF

References


Achmad, Z. A. (2022). Pemberdayaan Kampung Opak Gambir Melalui Media Sosial Instagram dan Web Design. In Bunga Rampai Bela Negara dalam Berbagai Perspektif (pp. 13–30).

Achmad, Z. A., Aditama, R. W., & Omega, E. W. (2022). Construction of Indonesian Local Wisdom and Tradition in “Delivery Sustainable Tourism” Advertising. JOSAR (Journal of Students Academic Research), 8(1), 13–30. https://doi.org/10.35457/JOSAR.V8I1.2118

Anca Jurj. (2019). Insta-Story For Personal Branding And Product Promotion. Politehnica Graduate Student Journal of Communication, 4(1), 47–55.

Anggraeny, D. N., Tutiasri, R. P., Achmad, Z. A., & Zuhri, S. (2024). Persepsi Khalayak pada Postingan Akun Instagram Publik Figure @Krisdayantilemos Terkait Penghapusan Syarat PCR dan Swab Antigen Pelaku Perjalanan Domestik. Da’watuna: Journal of Communication and Islamic Broadcasting, 4(1), 240–256. https://doi.org/10.47467/DAWATUNA.V4I1.3503

Arviani, H., & Febrianita, R. (2020). E-Health Communication on Instagram Posts: Contents Analysis of Alodokter. Metacommunication: Journal of Communication Studies, 5(1), 1. https://doi.org/10.20527/mc.v5i1.8019

Basli, M. Y., & Achmad, Z. A. (2024). Studi Etnografi Virtual Kritik Sosial dalam Konten Kanal Youtube Tekotok terkait Kenaikan Harga Bahan Bakar Minyak di Indonesia. Da’watuna: Journal of Communication and Islamic Broadcasting, 4(1), 466–478. https://doi.org/10.47467/DAWATUNA.V4I1.5216

Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications Inc.

Gan Giantika, G. (2019). Pemanfaatan Blog Pribadi Di Instagram Sebagai Media Komunikasi Parenting (Studi Deskriptif Kualitatif Akun Instagram @annisast). Jurnal Komunikasi, 10(1), 1–9.

Hyun, P. (2021). Marketing Strategy on The Instagram Platform. In LAB University of Applied Sciences. LAB University of Applied Sceinces.

Le Compte, D., & Klug, D. (2021). “It’s Viral!”-A study of the behaviors, practices, and motivations of TikTok Social Activists. Computer Supported Cooperative Work ’21 Companion, 108–111. https://doi.org/https://doi.org/10.1145/3462204.3481741

Marchand, A., Hennig-Thurau, T., & Flemming, J. (2020). Social media resources and capabilities as strategic determinants of social media performance. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2020.09.011

Miles, M. B., & Huberman, A. M. (1984). Qualitative Data Analysis : Handout. A Sourcebook of New Methods. California; SAGE Publications Inc., 1–8.

Murniaseh, E., Suratnoaji, C., Arviani, H., & Achmad, Z. A. (2021). Etnografi Virtual Tentang Proliferasi Pemakaian Lagu “Bertaut” Karya Nadin Amizah di Media Sosial. Jurnal Ilmu Komunikasi, 11(2), 121–138. https://doi.org/10.1080/14241277.2012.755682.1

Oktaviana, M., Achmad, Z. A., Arviani, H., & Kusnarto, K. (2021). Budaya komunikasi virtual di Twitter dan Tiktok : Perluasan makna kata estetik. Satwika : Kajian Ilmu Budaya Dan Perubahan Sosial, 5(2), 173–186.

Prasanti, E., Zuhri, S., Achmad, Z. A., & Tutiasri, R. P. (2023). Impelementasi Teori AISAS dalam Strategi Komunikasi Pemasaran Digital @stripesmestore di Instagram. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 6(5), 3017–3022. https://doi.org/10.54371/jiip.v6i5.1997

Pratamasari, R. P., & Achmad, Z. A. (2024). Program Siaran We Radio Indonesia di YouTube sebagai Upaya Memperkuat Pemberdayaan Anak Muda. Translitera : Jurnal Kajian Komunikasi Dan Studi Media, 13(1), 71–80. https://ejournal.unisbablitar.ac.id/index.php/translitera/article/view/3632

Puspitarini, D. S., & Nuraeni, R. (2019). Pemanfaatan Media Sosial Sebagai Media Promosi (Studi Deskriptif pada Happy Go Lucky House). 3.

Qumairoh, B., Achmad, Z. A., Tutiasri, R. P., & Kusnarto, K. (2022). Comparison of Misleading Information on Sriwijaya Air SJ-182 Accident between @detikcom and @kompascom. Metafora: Education, Social Sciences and Humanities Journal, 06(01), 24–39.

Rahman, F. F., Tranggono, D., & Achmad, Z. A. (2021). Instagram account @surabaya as a Trusted Source of Information for Surabaya Students. JOSAR: Journal of Students Academic Research, 7(1), 58–71. https://ejournal.unisbablitar.ac.id/index.php/josar/article/view/1534

Saifudin, W., Alamiyah, S. S., Mustikasari, R. P., & Tanoyo, P. (2022). Pelatihan Pengelolaan Media Sosial Instagram Sebagai Sarana Promosi Digital Desa Wisata Alassumur Kab. Bondowoso. JABN, 3(1), 68–78. https://doi.org/10.33005/JABN.V3I1.101

Tranggono, D., Achmad, Z. A., & Nurhaqiqi, H. (2022). Strategi Komunikasi Pemasaran Batik Tulis di Era Digital. CV. Putra Media Nusantara (PMN).

Tranggono, D., Achmad, Z. A., Sarofa, U., & Raharja, W. T. (2022). Encouraging the Marketing Communication Strategy for UD Sumber Rejeki to Increase Fish-based Food Quality and Income. PLAKAT: Jurnal Pelayanan Kepada Masyarakat, 4(2), 212–230.

Wirawan, A. D., Achmad, Z. A., Triana, N. W., Arum, D. P., Agustina, Z. N., Waskito, A. D., & Hanina, Z. (2024). Membangun Personal Branding Pada UMKM Kerupuk Kedelai “Berkah” Melalui Pembuatan Logo dan Kemasan. Jurnal Informasi Pengabdian Masyarakat, 2(1), 65–75. https://doi.org/10.47861/JIPM-NALANDA.V2I1.760

Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188. https://doi.org/10.1016/J.TOURMAN.2009.02.016




DOI: http://dx.doi.org/10.20527/mc.v9i2.19812

Article Metrics

Abstract view : 179 times
PDF - 134 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

P-ISSN : 2356-4490

E-ISSN : 2549-693X

MetaCommunication; Journal of Communication Studies is published by the Department of Communication, Faculty of Political and Social Sciences, Universitas Lambung Mangkurat.

Address: Jl. Brig Jend. Hasan Basri, Pangeran, Banjarmasin Utara, Kota Banjarmasin, Kalimantan Selatan 70123, Indonesia.

Email: [email protected]

View My Stats, StatCounter Button