Contact Us

INSTITUT PARIWISATA DAN BISNIS INTERNASIONAL.
Jalan Kecak, No. 12, Gatot Subroto Timur - Bali
Phone: +62 361 - 426699
Fax: +62 361 - 426700
Journal Manager Whatsapp: +62 852 2767 9500
Email: [email protected]

* Sorry for not offering email form due to massive spam issue

Social Media Promotion Strategy Approach (Case Study of Ubud Monkey Forest Tourist Attraction’s Instagram Account)

Putu Gde Arie Yudhistira

Abstract


This study aims to determine the promotional strategies undertaken by Monkey Forest in promoting its tourist attraction. Monkey forest is one of the tourist attractions in Bali which is located in Gianyar regency. In its development, a promotional strategy must always be considered in promoting a destination. The promotion strategy referred to in this study is a promotion strategy through Instagram account. Nowadays Instagram is one of the social media that is very widely used. The method used in this research is descriptive qualitative method. Data collection methods were obtained from direct observation, interviews with the monkey forest and observation of promotional strategies on social media Instagram @monkeyforestsanctuaryubud. Interviews were conducted with one of the monkey forest managers named Mr. Dwija. Then the data is processed and described descriptively through writing and pictures. The result of this research is that Monkey Forest uses 5 promotional strategies, namely strategic planning, situation analysis, communication process analysis, IMC program planning and Monitoring and Evaluation


Keywords


Promotion Strategy; Social media strategy; Monkey Forest

Full Text:

PDF

References


Johansson, U., & Wallsbeck, F. E. (2014). Instagram Marketing: When brands want to reach Generation Y with their communication. 1–93.

Lofland. (2013). Qualitative Research Methods. Bandung: Youth Roskakarya.

Moekijat. (2000). Management Dictionary. Bandung: CV. Mandar Forward.

Moleong, L. J. (2012). Metodologi Penelitian Kualitatif. Bandung: PT Remaja Rosdakarya.

Morissan. (2010). Periklanan: Komunikasi Pemasaran Terpadu. Jakarta: Kencana.

NapoleonCat. (2021). NapoleonCat. Diambil dari https://napoleoncat.com/blog/instagram-user-demographics-in-indonesia-march-2017/

Reportal Data. (2020). Digital 2020 Indonesia. Diambil dari https://datareportal.com/reports/digital-2020-indonesia

Sugiyono. (2005). Knowing Qualitative Research. Bandung: Alfabeta.

Taprial, V., & Kanwar, P. (2012). Understanding social media. Online: Ventus Publishing.

Yudhistira, P. (2018). The Effect of E-WOM on Social Media Instagram Toward The Decision To Visit Labuan Bajo. Journal of Business on Hospitality and Tourism, 4(2), 140-149. doi:http://dx.doi.org/10.22334/jbhost.v4i2.117


Cited by:


DOI: http://dx.doi.org/10.22334/jbhost.v7i1.271

Refbacks



Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.


Visited Number: Web
Analytics JBHOST Stats