Content Analysis of Brand Awareness Rural Tourism through Instagram Reviews

Abstract

Tourism trends have shifted. The Covid-19 pandemic has caused a change from mass tourism towards alternative tourism that prioritizes nature and authentic culture, one of which is rural tourism. This research aims to determine the form of content, content characteristics, message effectiveness, and level of brand awareness of Pujon Kidul Rural tourism contained in tourist uploads on Instagram social media. This research design is exploratory with qualitative and quantitative content analysis methods. Data was obtained from the Instagram accounts of tourists who reviewed Pujon Kidul Rural tourism. The sample selection technique used in this research was purposive sampling of 200 posts. Quantitative data was processed using SPSS 25.0 and qualitative data was processed using Nvivo 12. The results showed that the most common form of content is images, personal Instagram accounts are more dominant in conducting reviews and use non-standard language, Instagram review messages are interesting, have the potential to raise awareness for holidays, and increase brand awareness of rural tourism. Tourist reviews are at the brand recognition level. Rural tourism managers must create product differentiation and make maximum use of social media platforms so that Pujon Kidul rural tourism is at the top-of-mind level. Keywords: brand awareness, content analysis, Instagram, rural tourism, social marketing