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MANAJEMEN KOMUNIKASI PARIWISATA MELALUI INSTAGRAM DALAM MEMPROMOSIKAN DESTINASI WISATA DI KABUPATEN SLEMAN (STUDI DESKRIPTIF PADA AKUN @WISATASLEMAN)
This 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.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
MANAJEMEN KOMUNIKASI PARIWISATA MELALUI INSTAGRAM DALAM MEMPROMOSIKAN DESTINASI WISATA DI KABUPATEN SLEMAN (STUDI DESKRIPTIF PADA AKUN @WISATASLEMAN) (Text)
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302.231 Media Komunikasi, Media Massa, Media Sosial