Instagram Tourism: Menciptakan Hype Pada Destinasi Wisata (Studi pada Akun @Indoflashlight)
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Abstract
The popularity and user-friendliness of social media have put them in various roles, including promotion. Instagram as one of the most popular photo-sharing social media platforms these days, is potential for promoting Indonesia's tourism. Captivating Instagram shots have boosted tourism numbers in many destinations. The objective of this study is to analyze social media's role done by indoflashlight account (@indoflashlight) in promoting and creating hype for Indonesian tourism This is descriptive qualitative research using virtual ethnography methods. The results showed that Indoflashlight has applied the four Cs in social media ie context, collaboration, communication, and connectivity in conducting promotion for Indonesian tourism. The promotions are designed in order to inform, invite, and remind. The result also shows that the use of social media Instagram can create hype/buzz about tourist destination, including for introducing tourism destination that has not yet acknowledged by most people.
Kepopuleran dan kemudahan dalam menggunakan media sosial telah menempatkannya dalam berbagai peran, termasuk sebagai sarana promosi. Sebagai salah satu media sosial yang sangat populer saat ini, Instagram berpotensi untuk promosi pariwisata Indonesia. Foto-foto menawan di Instagram telah meningkatkan jumlah wisatawan di banyak destinasi. Penelitian ini bertujuan untuk menganalisis peran media sosial instagram yang dilakukan oleh akun Indoflashlight dalam mempromosikan pariwisata Indonesia. Metode penelitian menggunakan etnografi virtual dengan objek konten pada akun Instagram @Indoflashlight selama bulan Desember 2019. Hasil penelitian menunjukan bahwa Indoflashlight telah menerapkan 4C dalam penggunaan media sosial yaitu konteks, kolaborasi, komunikasi dan konektivitas. Kegiatan promosi didisain untuk menginformasikan, mengajak, dan mengingatkan melalui sosial media untuk memenuhi tujuan dari promosi. Hasil penelitian juga menunjukkan bahwa media sosial instagram dapat digunakan untuk menciptakan hype/buzz tentang destinasi wisata, termasuk destinasi yang belum banyak dikenal oleh masyarakat.
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