scholarly journals CAPAIAN UNGGAHAN KONTEN AKUN INSTAGRAM GEMBIRA LOKA ZOO (GLZOO) YOGYAKARTA TERHADAP ONLINE ENGAGEMENT PADA MASA PANDEMI COVID-19

2020 ◽  
Vol 15 (1) ◽  
pp. 81
Author(s):  
Dwi Nur Laela Fithriya
Keyword(s):  
Social Media ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
Descriptive Research ◽  
Online Engagement ◽  
Tourism Sector ◽  
Qualitative Descriptive

The tourism sector is one of the sectors that was hardest hit when the Covid-19 pandemic hit Indonesia. Tourist visits during the Covid-19 pandemic decreased dramatically. To overcome this situation, serious efforts are needed to keep tourist destinations in demand by visitors, including the case study of Gembira Loka Zoo (GLZoo) Yogyakarta. One of the efforts taken by GLZoo managers is through social media, such as Instagram, in order to maintain the brand awareness of GLZoo as a tourist destination. Tourist destinations that are closely related to social media, in which there is a term that has an important meaning and role, namely online engagement which is a psychological response from social media users (Instagram). Online engagement aims to see how much the uploads on Instagram social media have achieved. This paper uses a qualitative descriptive research method, namely finding a fact with the correct interpretation. Hopefully, with marketing communication using Instagram, it is so that brand awareness in the minds of consumers is maintained, the final goal is of course the top of mind stage. In addition, to get maximum engagements, the GLZoo Instagram account manager seems to have to pay attention to several factors: 1). type of content, 2) upload time, 3) caption, and 4) hashtags. So, when tourists have thoughts of wanting to travel in a category that suits GLZoo, the first thing that tourists remember is GLZoo spontaneously without any assistance or stimulus. Sektor pariwisata merupakan salah satu sektor yang paling terpukul saat pandemi Covid-19 melanda Indonesia. Kunjungan wisatawan saat masa pandemi Covid-19 menurun drastis. Melihat kondisi tersebut, dibutuhkan upaya untuk tetap menjaga agar destinasi wisata tetap diminati oleh para pengunjung, yang dalam tulisan ini penulis mengambil studi kasus Gembira Loka Zoo (GLZoo) Yogyakarta. Salah satu upaya yang ditempuh oleh pengelola GLZoo agar para pengunjung tetap mengingatnya adalah melalui media sosial yang dalam tulisan ini adalah Instagram. Hal ini supaya brand awareness GLZoo sebagai destinasi wisata tetap terjaga, tetap mengenali dan teringat  dibenak masyakarat. Destinasi wisata yang erat kaitannya dengan media sosial, di dalam nya terdapat satu istilah yang memiliki makna dan peran penting yaitu Online engagement yang merupakan respon psikologis dari pengguna media sosial (Instagram) yang dikelompokkan sebagai tindakan interaktif, antara  pengguna media sosial dengan akun destinasi wisata. Online engagement bertujuan untuk melihat seberapa besar capaian dari unggahan-unggahan di media sosial Instagram. Tulisan ini menggunakan metode penelitian deskriptif kualitatif, yaitu pencarian suatu fakta dengan interpretasi yang tepat. Diharapkan, dengan komunikasi pemasaran menggunakan Instagram adalah supaya brand awareness di benak konsumen tetap terjaga, tujuan akhir tentunya adalah pada tahapan top of mind. Selain itu, untuk mendapatkan engagements yang maksimal, pengelola akun Instagram GLZoo nampaknya harus memperhatikan beberapa faktor: 1). jenis konten, 2) waktu upload, 3) caption, dan 4) hashtags. Sehingga ketika wisatawan mempunyai pikiran ingin berwisata dengan kategori yang sesuai dengan GLZoo maka yang pertama kali diingat dibenak wisatawan adalah GLZoo secara spontan tanpa harus diberikan bantuan atau stimulus.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 57-82
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals Developing Fishing Tourism Destination Based On “Anak Nagari” Concept In Padang City

2018 ◽  
Vol 34 (1) ◽  
pp. 51-60 ◽  
Author(s):  
Haryani Haryani ◽  
Nurul Huda
Keyword(s):  
Swot Analysis ◽  
Community Empowerment ◽  
Tourist Destination ◽  
Fishing Village ◽  
Economic Problems ◽  
Tourist Destinations ◽  
Descriptive Research ◽  
Cultural Life ◽  
Qualitative Descriptive ◽  
The City

Spatial potentials and problems in coastal areas are complex, ranging from potential and economic problems, geographical vulnerability, social vulnerability to human resources and resources being managed less than optimal. This study aims to develop a fishing village based on the concept of “Anak Nagari” as a new tourist destination in the city of Padang with community empowerment. This research uses qualitative descriptive research method with scoring/weighting analysis and SWOT analysis (Strength, Weakness, Opportunity and Threat). The result obtained is the high potential of fishing village of Pasie Nan Tigo with its many attractions of fishing communities’ activities and original environment that can be developed as tourist destinations. Having high access of location close to the center of Padang City and Minangkabau International Airport as its strength and opportunity, Pasie Nan Tigo Fisherman Village is a fishing village which still holds a strong social and cultural life of “Anak Nagari”. It exists as cultural treasure in the middle of modern life, but at the same time can also be a threat for the development of fishing village. 

scholarly journals TRAVEL SELFIE DAN DESTINATION IMAGE: STUDI KASUS TAMAN BUNGA JALAN JALUR LINGKAR SELATAN (JJLS) YOGYAKARTA

2018 ◽  
Author(s):  
Ari Yuniarso ◽  
Tri Wiyana ◽  
Arif Zulkarnain ◽  
Iwan Khrisnanto
Keyword(s):  
Social Media ◽  
Alternative Media ◽  
Qualitative Approach ◽  
Destination Image ◽  
Online Information ◽  
Case Study Method ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
The Masses

<p>Fotografi dan pariwisata saat ini dianggap tidak dapat dipisahkan. Secara umum, tren yang terjadi dalam fotografi serta teknologinya telah berubah secara signifikan dan telah menjadi jauh lebih kompleks dan berbasis <em>online</em><em> media</em>. Media sosial dan beberapa jejaring sosial telah muncul sebagai suatu fenomena yang sebagai sumber informasi online baru yang dibuat, diinisiasi, diedarkan dan digunakan oleh konsumen yang bermaksud untuk mendidik satu sama lain tentang produk, merek, layanan, kepribadian, dan masal. Pembahasan dalam penelitian ini adalah tentang <em>travel selfie</em> sebagai media alternatif promosi destinasi wisata. Obyek penelitian ini berdasarkan fenomena kebun bunga di sepanjang pinggir Jalan Jalur Lintas Selatan(JJLS) Desa Srigading, Kecamatan Sanden, Kabupaten Bantul, Yogyakarta. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data yang akan dianalisis adalah hasil <em>interview</em> pengunjung dan pemilik kebun bunga. Juga dilakukan pengamatan foto-foto yang muncul di media sosial untuk melihat respon terhadap obyek wisata tersebut. Tujuan penelitian ini untuk mengetahui kategori paling populer terhadap suatu citra destinasi, dan selanjutnya analisa deskripsi dilakukan untuk mendapatkan model bahwa <em>travel selfie</em>dianggap sebagai elemen yang lebih penting untuk media alternatif destinasi wisata.</p><p> </p><p><strong>Kata Kunci: </strong>travel selfie, social media, destination image</p><p> </p><p> </p><p align="center"><strong><em>ABSTRACT</em></strong><strong><em>:</em></strong><em></em></p><h5><em>Photography and tourism are now considered inseparable. In general, trends in photography and technology have changed significantly and have become much more complex and online-based media. Social media and social networks have emerged as a phenomenon as a new source of online information created, initiated, circulated and used by consumers who intend to educate each other about products, brands, services, personalities, and the masses. The discussion in this study is about travel selfie as an alternative media promotion of tourist destinations. The object of this research is based on flower garden phenomenon along the edge of Jalan Jalur Lintas Selatan (JJLS) of Desa Srigading, Kecamatan Sanden, Kabupaten Bantul, Yogyakarta. This research uses qualitative approach with case study method. The data to be analyzed is the result of interviews of visitors and flower garden owners. Also observed photographs appearing on social media to see the response to these attractions. The purpose of this research is to know the most popular category of destination image, and further description analysis is done to get the model that travel selfie considered as more important element for alternative media of tourist destination.</em></h5><p><strong><em> </em></strong></p><p><strong><em>Keywords</em></strong><strong><em>: </em></strong><em>travel selfie, social media, destination image</em></p>

scholarly journals TOURIST DESTINATION DEVELOPMENT STRATEGIES AND THE IMPACT ON TOURIST VISITS CASE STUDY: PURA GUNUNG KAWI IN SEBATU VILLAGE, GIANYAR, BALI

2018 ◽  
Vol 4 (1) ◽  
pp. 59
Author(s):  
I Made Sudjana ◽  
I Made Darsana
Keyword(s):  
Development Strategy ◽  
Development Strategies ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
Funding Agencies ◽  
The Development Strategy ◽  
Qualitative Descriptive ◽  
The Stability ◽  
The Impact

Pura Gunung Kawi Sebatu is a tourist destination in Bali. The temple is located in Sebatu Village, Tegallalang, Gianyar Regency. However, unlike most tourist destinations in general, Gunung Kawi Temple is infrequently visited by both foreign and domestic tourists, especially when compared with similar destinations, such as Pura Tirta Empul Tampaksiring. The purpose of this study is to determine the development strategy of “Pura Gunung Kawi Sebatu” and the impact of tourist visits on the welfare of community in Sebatu Village. This study used qualitative descriptive approach which aims to describe, record, analyze, and interpret current conditions of Pura Gunung Kawi Sebatu. The results from this study is the development strategies of Pura Gunung Kawi relies on some factors such as: the stability of various levels, such as security, comfort, support facilities and infrastructure; the quality and quantity of human resources; partnerships with funding agencies; the linkage function development of tourism activities; increased community participation in tourism development; and programs implementation for effective promotion on an ongoing basis. These stabilities help increase the number of tourist visits, which leads to community’s welfare in the area surrounding Pura Gunung Kawi Sebatu.

scholarly journals Integrated Marketing Communication Strategy (IMC) of Provincial Tourism Office of Banten in Promoting Banten Tourism

2018 ◽  
Vol 1 (1) ◽  
pp. 65
Author(s):  
Nasuha Ali Sobari ◽  
Puji Hariyanti
Keyword(s):  
Social Media ◽  
Communication Strategy ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing ◽  
Tourist Destinations ◽  
Tourism Sector ◽  
The Government

The tourism sector indeed is a resourceful sector to be developed into one source of local regional revenue. Therefore, the development of tourism becomes the objective of the Government of Indonesia at this time. This research aims to explain the integrated marketing communication strategy undertaken by the Provincial Tourism Office of Banten in promoting Banten tourism. Qualitative research utilizes the primary data obtained through interviews. The outcomes of this research indicate that in conducting integrated marketing communication strategy, Provincial Tourism Office of Banten uses tools in integrated marketing strategy. First, Provincial Tourism Office of Banten acts as a determinant of tourism policy and as a facilitator in Banten province. In the promotion of tourism, the government employs personal sales through exhibition and exhibition activities, advertisements with media above-the-line and below-the-line, and interactive marketing through social media. Second, branding tourism through Banten 7 Wonders that is divided into 7 leading tourist destinations in Banten and use the #ExcitingBanten and #AyoKeBanten hashtag in social media. Third, the Department of Tourism cooperates with the youth communities of Banten and stakeholders engaged in tourism. Involving the community becomes a means to attract millennial generations to travel to Banten.

scholarly journals Jenda Munthe's Personal Branding Power on Instagram Content #Tanyajawabjenda for Content Creator Career Development

2021 ◽  
Vol 8 (9) ◽  
pp. 280
Author(s):  
Joan Natasya Lambe ◽  
Ariani Widayanti ◽  
Suprihati Suprihati
Keyword(s):  
Social Media ◽  
Case Study Research ◽  
Media Content ◽  
Descriptive Research ◽  
Career Opportunities ◽  
Qualitative Descriptive ◽  
The Law ◽  
Personal Branding ◽  
Research Type

This study describes how the concept of personal branding content creator Jenda Munthe is constructed through the #tanyajawabJenda content on his Instagram account. The results of this study will provide an understanding of the construction of personal branding in Instagram social media content, through case studies conducted on efforts to establish personal branding content creator Jenda Munthe. From the results of the analysis conducted using eight personal branding concepts from Montoya & Vendehey (2002) in this study, proves that Jenda Munthe has succeeded in building his personal branding well, fulfilling the eight concepts. Of the eight concepts, Jenda Munthe's personal branding is most strongly supported by the concept of The law of specialization, The law of unity, The law of persistence and The law of goodwill. These four concepts make Jenda Munthe's personal branding through the content of #tanyajawabJenda, known as an angry content creator with a regional Batak accent, easily accepted by Instagram social media users. Jenda Munthe's personal branding through his Instagram content has finally opened up new career opportunities for Jenda Munthe as a content creator who previously worked as a Criminology Journalist. The phenomenon that occurred in Jenda Munthe provides a reality finding  that to become a content creator, a personal branding concept is needed through content on a media, such as Instagram social media. This research uses qualitative research methods, with the type of case study research and qualitative descriptive research type.

scholarly journals DAMPAK KEBERADAAN SEKTOR PARIWISATA TERHADAP PENINGKATAN FAKTOR SOSIAL EKONOMI MASYARAKAT KAMPUNG TENUN SAMARINDA DI KOTA SAMARINDA KALIMANTAN TIMUR

2019 ◽  
pp. 283
Author(s):  
I Wayan Sudarmayasa ◽  
I Wayan Lanang Nala
Keyword(s):  
Sampling Method ◽  
Tourist Destination ◽  
Tourism Impact ◽  
Social Community ◽  
Tourist Destinations ◽  
Tourism Sector ◽  
The Social ◽  
Qualitative Descriptive ◽  
The Impact ◽  
Descriptive Method

The purpose of this study is to examine the contribution of the impact provided by the existence of tourist destinations on the social and economic influence of the local community's destination. This method uses qualitative descriptive method and purposive sampling method, focuses on the chairman of the business group. The results of this study indicate that there is a synergy between the existence of the tourism sector to improve the economy and social community in tourist destination areas. Keywords: Tourism, Impact, economy, social, Destinations

scholarly journals Destination Satisfaction in Senior Tourism: A Case Study

2019 ◽  
Author(s):  
John Cardiff ◽  
María-José Gómez-Aguilella
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Significant Degree ◽  
Cross Cultural ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
Specific Country ◽  
Specific Profile

In this paper, we present a study which analyzes the experiences of elderly people, when travelling as tourists to specific destinations. With this specific profile we searched results that help us to determine their prospects in tourism. The research is also focused on a specific country, Ireland, although cross-cultural studies are being developed in Spain. The surveys are carried out in three touristic places chosen because of their popularity with our target audience. We conduct a survey in which we elicited the expectations that exist before visiting that destination regarding the perceived reputation of that tourist destination and of the quality of the services offered. These aspects also relate to the degree of hospitality of its inhabitants. This allows us to determine the tourist experience in the destination, focusing on the emotions of the visitor to the destination and of the level of disconnect from everyday life that is achieved. We establish the degree to which their feelings on the destination are discussed in social networks – an important point as this group have not traditionally used social media to a significant degree. We try to establish by means of a quantitative study the tourist profile of these people of advanced age, which is an area of research that has received little attention to date. For this reason, the study reveals knowledge of a new visitor profile in tourist destinations, determined by the experience lived.

scholarly journals Using Social Media in Tourist Sentiment Analysis: A Case Study of Andalusia during the Covid-19 Pandemic

2021 ◽  
Vol 13 (7) ◽  
pp. 3836
Author(s):  
David Flores-Ruiz ◽  
Adolfo Elizondo-Salto ◽  
María de la O. Barroso-González
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Cost Savings ◽  
Mass Scale ◽  
Tourism Sector ◽  
The Social ◽  
Analytical Tools ◽  
Media Data

This paper explores the role of social media in tourist sentiment analysis. To do this, it describes previous studies that have carried out tourist sentiment analysis using social media data, before analyzing changes in tourists’ sentiments and behaviors during the COVID-19 pandemic. In the case study, which focuses on Andalusia, the changes experienced by the tourism sector in the southern Spanish region as a result of the COVID-19 pandemic are assessed using the Andalusian Tourism Situation Survey (ECTA). This information is then compared with data obtained from a sentiment analysis based on the social network Twitter. On the basis of this comparative analysis, the paper concludes that it is possible to identify and classify tourists’ perceptions using sentiment analysis on a mass scale with the help of statistical software (RStudio and Knime). The sentiment analysis using Twitter data correlates with and is supplemented by information from the ECTA survey, with both analyses showing that tourists placed greater value on safety and preferred to travel individually to nearby, less crowded destinations since the pandemic began. Of the two analytical tools, sentiment analysis can be carried out on social media on a continuous basis and offers cost savings.

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