Instagram as a Tourism Village Promotion Media: A Study of Sumber Urip Tourism Village

Instagram has emerged as one of the most popular social media platforms, widely used not only for personal purposes but also for group or institutional needs. This study examines the utilization of Instagram as a promotional medium for Sumber Urip Tourism Village. In the digital era, social media has become a crucial tool in tourism destination marketing strategies; however, its effectiveness in the context of rural tourism villages requires further exploration. The aim of this research is to analyze content strategies, engagement levels, and their impact on the promotion of Sumber Urip Tourism Village through the Instagram account @sumber.urip__. Employing a qualitative approach with netnographic methods, this study conducts digital content analysis on Instagram posts from December 2020 to September 2024. The results indicate that while Instagram holds great potential as a promotional medium, its utilization by Sumber Urip Tourism Village has not been optimal. Inconsistencies in posting frequency, limited use of hashtags, and lack of interaction with followers were observed. Visual content, especially that showcasing natural beauty, received positive responses but was not supported by a strong storytelling strategy. The research also reveals a lack of collaboration with influencers or other tourism accounts, which could enhance the destination's visibility and credibility. In conclusion, a more comprehensive and planned strategy is needed in leveraging Instagram, focusing on content consistency, interactivity, storytelling, and optimal utilization of platform features to increase the effectiveness of digital promotion for Sumber Urip Tourism Village.