THE ROLE OF PUBLIC RELATIONS OF THE COMMUNICATION AND INFORMATICS DEPARTMENT (KOMINFO) OF SINGKAWANG CITY IN PROMOTING TOURISM DESTINATIONS THROUGH INSTAGRAM @KOMINFO_SINGKAWANG
Keywords:
Tourism Promotion Strategy, Instagram, Kominfo SingkawangAbstract
This study aims to examine the tourism promotion strategy carried out by the Communication and Informatics Office of Singkawang City through the social media Instagram @kominfo_singkawang. The main focus of this study is to answer main problems, namely what is the tourism promotion strategy implemented through the use of Instagram by Kominfo Singkawang. This study uses a qualitative research method, and uses the AIDDA theory (Awareness, Interest, Desire, Decision, Action) as an analytical framework. The data sources of this study consist of primary data sources and secondary sources, namely 1) The primary data sources in this study are the graphic designer of the Singkawang Diskominfo Instagram, the Diskominfo Public Relations Officer, the Diskominfo Instagram admin, the public complaint manager, and five tourists in West Kalimantan; 2) The secondary data sources in this study were obtained from researchers at the Singkawang City Diskominfo in the form of data needed to strengthen primary data, and which researchers obtained from books, documents, archives or others related to the research problem. The results of the study indicate that tourism promotion on the Singkawang Kominfo Instagram is carried out through various visual content such as photos and videos that attract attention, as well as the use of hashtags to increase reach. The promotional strategies implemented include managing an active Instagram account, collaborating with various parties, and creating content that is in accordance with the interests and desires of the audience, with the aim of arousing desire and supporting the audience's decision to visit tourist destinations in Singkawang.
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