New Media: Instagram @sumbar_rancak as a Means of Promoting Tourism in West Sumatra

Engga Probi Endri, Kurniawan Prasetyo

Abstract


The development of social media today has a big impact, one of which has an impact in the field of promotion. Industry players including influencers and content creators use Instagram social media as a means of promotion, one of which is Instagram @sumbar_rancak social media as a means of promoting tourism in Sumatera Barat. Based on the above background, the focus of the problem in this study is how to use social media instagram @sumbar_rancak as a means of tourism promotion in Sumatera Barat. The purpose of this study was to determine the use of social media Instagram @sumbar_rancak as a means of promoting tourism in Sumatera Barat. This study uses the concept of new media-based tourism promotion, namely social media Instagram. This research will use a qualitative approach using the case study method. From the research results, the use of Instagram @sumbar_rancak social media as a means of tourism promotion in Sumatera Barat is to use several Instagram features such as; photo title or caption, hashtags, comments, mentions. And based on the results of observations and interviews with Instagram informants, @sumbar_rancak is very effective in promoting tourism in West Sumatra. This is evidenced by the statements of visitors through the captions they upload on privately owned social media.


Keywords


Social Media; Instagram; Tourism Promotion

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DOI: https://doi.org/10.15548/amj-kpi.v12i01.2891
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