Institutional Repository UIN Sunan Kalijaga YogyakartaMANAJEMEN KOMUNIKASI PARIWISATA MELALUI INSTAGRAM DALAM MEMPROMOSIKAN DESTINASI WISATA DI KABUPATEN SLEMAN (STUDI DESKRIPTIF PADA AKUN @WISATASLEMAN)NIM.: 22107030078Muhammad FauzanauthorThis study examines tourism communication management through Instagram in promoting tourist destinations in Sleman Regency, conducted by the Department of Tourism of Sleman. The background of this research is based on the underutilization of Instagram as a promotional medium, indicated by low engagement despite a relatively high number of followers. The research problem focuses on how tourism communication management is implemented through the Instagram account @wisatasleman. This study applies the main theory of communication management using the Russian Matryoshka Dolls model by Michael Kaye, along with the marketing mix concept (4P) by Kotler and Keller. The research employs a descriptive qualitative method, with data collected through in-depth interviews, observation, and documentation. The findings reveal that communication management has been carried out across all levels (self, interpersonal, system, and competence), but is not yet optimal, particularly in content creativity, consistency, and audience engagement strategies. Additionally, the promotional approach through Instagram has not fully maximized visual storytelling and interactive features. Therefore, improvements in content strategy, innovation, and digital communication competence are necessary to enhance promotional effectiveness.302.231 Media Komunikasi, Media Massa, Media Sosial2026-05-04UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU SOSIAL DAN HUMANIORAThesis

For work being deposited by its own author: In self-archiving this collection of files and associated bibliographic metadata, I grant Institutional Repository UIN Sunan Kalijaga Yogyakarta the right to store them and to make them permanently available publicly for free on-line. I declare that this material is my own intellectual property and I understand that Institutional Repository UIN Sunan Kalijaga Yogyakarta does not assume any responsibility if there is any breach of copyright in distributing these files or metadata. (All authors are urged to prominently assert their copyright on the title page of their work.)

For work being deposited by someone other than its author: I hereby declare that the collection of files and associated bibliographic metadata that I am archiving at Institutional Repository UIN Sunan Kalijaga Yogyakarta) is in the public domain. If this is not the case, I accept full responsibility for any breach of copyright that distributing these files or metadata may entail.

Clicking on the deposit button indicates your agreement to these terms.