PARIWISATA DIGITAL: TRANSFORMASI PEMASARAN PARIWISATA INDONESIA MELALUI INSTAGRAM DAN YOUTUBE PEMERINTAH SELAMA MASA PANDEMI COVID-19
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Artikel ini membahas tentang dampak pembatasan sosial selama pandemi COVID-19 pada sektor pariwisata serta peran pemerintah dalam upaya pemulihan dampak yang terjadi melalui beberapa program terkhusus pemasaran sosial pada media sosial (owned media). Pemanfaatan media sosial menjadi pilihan tepat dan solusi yang diandalkan sebagai upaya transformasi pemasaran pariwisata berkelanjutan. Program ini tidak akan berjalan dengan efektif tanpa adanya strategi pemasaran yang baik. Pemilihan serta penggunaan konten promosi mempengaruhi pesan yang ingin disampaikan. Oleh karena itu, artikel ini berupaya menganalisis isi dari konten media sosial (Instagram dan Youtube) milik Kemenparekraf Republik Indonesia dan menganalisis efektifitas konten promosi tersebut..
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