Enhancing Tourism Destination Promotion through Strategic Instagram Engagement
This study explores the performance of the Instagram account @visitkarangsambung using the Circular Model of SOME (Share, Optimize, Manage, Engage). Employing a qualitative case study approach, the research reveals that current management practices are suboptimal in all four model dimensions. Key i...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Politeknik Pariwisata NHI Bandung
2025-12-01
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| Series: | Jurnal Kepariwisataan |
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| Online Access: | https://journal.poltekpar-nhi.ac.id/index.php/jk/article/view/2171 |
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| _version_ | 1856356268764037120 |
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| author | Nurdin Hidayah Herlan Suherlan R. Fajar Widiarrachman Rifki Rahmanda Putra Fitra Ananta Sujawoto |
| author_facet | Nurdin Hidayah Herlan Suherlan R. Fajar Widiarrachman Rifki Rahmanda Putra Fitra Ananta Sujawoto |
| author_sort | Nurdin Hidayah |
| collection | DOAJ |
| description |
This study explores the performance of the Instagram account @visitkarangsambung using the Circular Model of SOME (Share, Optimize, Manage, Engage). Employing a qualitative case study approach, the research reveals that current management practices are suboptimal in all four model dimensions. Key issues include unstructured content sharing, limited audience interaction, weak content management, and lack of strategic engagement. Findings offer actionable insights for improving Instagram engagement and contribute to the literature on social media marketing in rural tourism. The implications of this study provide input for organizations that want to increase Instagram engagement rates, namely: strengthening share strategy; optimizing content performance; better content management; and more active engagement strategies. This research aims to contribute to the existing literature on social media marketing in tourism and fill the gap on tourism village social media marketing research.
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| format | Article |
| id | doaj-art-a80f97454ad1492dbf1412e1d4c39022 |
| institution | Directory Open Access Journals |
| issn | 2477-3808 2721-4753 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Politeknik Pariwisata NHI Bandung |
| record_format | Article |
| series | Jurnal Kepariwisataan |
| spelling | doaj-art-a80f97454ad1492dbf1412e1d4c390222026-02-06T01:49:24ZengPoliteknik Pariwisata NHI BandungJurnal Kepariwisataan2477-38082721-47532025-12-019210.34013/jk.v9i2.2171Enhancing Tourism Destination Promotion through Strategic Instagram EngagementNurdin Hidayah0Herlan Suherlan1R. Fajar Widiarrachman2Rifki Rahmanda Putra3Fitra Ananta Sujawoto4Politeknik Pariwisata NHI BandungPoliteknik Pariwisata NHI BandungPoliteknik Pariwisata NHI BandungPoliteknik Pariwisata NHI BandungPoliteknik Pariwisata NHI Bandung This study explores the performance of the Instagram account @visitkarangsambung using the Circular Model of SOME (Share, Optimize, Manage, Engage). Employing a qualitative case study approach, the research reveals that current management practices are suboptimal in all four model dimensions. Key issues include unstructured content sharing, limited audience interaction, weak content management, and lack of strategic engagement. Findings offer actionable insights for improving Instagram engagement and contribute to the literature on social media marketing in rural tourism. The implications of this study provide input for organizations that want to increase Instagram engagement rates, namely: strengthening share strategy; optimizing content performance; better content management; and more active engagement strategies. This research aims to contribute to the existing literature on social media marketing in tourism and fill the gap on tourism village social media marketing research. https://journal.poltekpar-nhi.ac.id/index.php/jk/article/view/2171Instagram MarketingThe Circular Model of SOMEEngagement RateUser-generated contentMicro-influencers |
| spellingShingle | Nurdin Hidayah Herlan Suherlan R. Fajar Widiarrachman Rifki Rahmanda Putra Fitra Ananta Sujawoto Enhancing Tourism Destination Promotion through Strategic Instagram Engagement Jurnal Kepariwisataan Instagram Marketing The Circular Model of SOME Engagement Rate User-generated content Micro-influencers |
| title | Enhancing Tourism Destination Promotion through Strategic Instagram Engagement |
| title_full | Enhancing Tourism Destination Promotion through Strategic Instagram Engagement |
| title_fullStr | Enhancing Tourism Destination Promotion through Strategic Instagram Engagement |
| title_full_unstemmed | Enhancing Tourism Destination Promotion through Strategic Instagram Engagement |
| title_short | Enhancing Tourism Destination Promotion through Strategic Instagram Engagement |
| title_sort | enhancing tourism destination promotion through strategic instagram engagement |
| topic | Instagram Marketing The Circular Model of SOME Engagement Rate User-generated content Micro-influencers |
| url | https://journal.poltekpar-nhi.ac.id/index.php/jk/article/view/2171 |
| work_keys_str_mv | AT nurdinhidayah enhancingtourismdestinationpromotionthroughstrategicinstagramengagement AT herlansuherlan enhancingtourismdestinationpromotionthroughstrategicinstagramengagement AT rfajarwidiarrachman enhancingtourismdestinationpromotionthroughstrategicinstagramengagement AT rifkirahmandaputra enhancingtourismdestinationpromotionthroughstrategicinstagramengagement AT fitraanantasujawoto enhancingtourismdestinationpromotionthroughstrategicinstagramengagement |