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

Putu Gde Arie Yudhistira

doi:10.22334/jbhost.v7i1.271

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

Highlights

The development of technology changes the way humans obtain information, and changes their thinking patterns and lifestyles
Monkey Forest Tourism began sharing its content on Instagram on July 8, 2016
There are three stages, namely the first is to conduct research, and the result is that the management team conducts research on social media users who eventually use Instagram as a promotional media

Summary

Introduction

The development of technology changes the way humans obtain information, and changes their thinking patterns and lifestyles. Before information technology developed rapidly, we did not have a place to socialize. Over time various kinds of social media such as Twitter, Facebook, Tiktok and Instagram have been created, which have had such an impact on our lives. Social media is a platform used by individuals to socialize online by creating news, content, or photos for other people (Taprial & Kanwar, 2012). Social media can make it easier for everyone to participate, interact, and network socially through a virtual world whose communication networks are limitless by distance and time. The existence of social media makes the dissemination of information between individuals and groups more interactive. Apart from that, social media has a gap that can be used by its users, namely as a medium for promotion that is https://jbhost.org/

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