p–ISSN: 2723 – 6609 e-ISSN: 2745-5254

Vol. 5, No. 12, December 2024 http://jist.publikasiindonesia.id/

Indonesian Journal of Social Technology, Vol. 5, No. 12, December 2024 6262

Digital Branding of the Kutai Kartanegara Tourism Office on

@Visitingkutaikartanegara Instagram Account in Increasing

Tourist Visits

Hagi Nur Fadilla

, Johantan Alfando WS

, Kadek Dristiana Dwivayani

, Harry

Isra Muhammad

Universitas Mulawarman, Indonesia

Email: [email protected]

, [email protected]

[email protected]

, [email protected]

*Correspondence

ABSTRACT

Keywords: digital

branding, Instagram social

media, tourism.

One of the main characteristics of the development of the

Industrial Revolution 4.0 is the spread of Internet

technology. The advantage of the internet lies in its ability to

reach audiences without being constrained by geographical

restrictions. In this study, the goal is to clarify branding

activities in the framework of communication, where its

elements, such as branding or branding, are presented

through various ways and media, becoming elements of the

message in the communication process. The study uses a

descriptive approach, as a study that explores events of

social action in a natural context, with an emphasis on how

individuals understand and interpret their experiences. The

result of this study is that the role of Instagram social media

can increase the interest of tourists visiting tourist

destinations in Kutai Kartanegara Regency, caused by the

Kutai Kartanegara Tourism Office which has begun to

routinely pay attention to tourism marketing through the role

of social media by processing content on

@visitingkutaikartanegara Instagram account. In addition,

the Instagram account has begun to collaborate with various

organizations and influencers to assist the Kutai Kartanegara

Tourism Office in carrying out digital branding which can

facilitate the dissemination of information through

Instagram social media.

Introduction

The rapid development of the world's digital era has expanded into the era of the

fourth revolution known as the Industrial Revolution 4.0. This revolution is marked by

the integration of communication and information technology in the industrial sector (Nur

Islam et al., 2022). These changes have had a significant impact on the agency's approach

to marketing and advertising. One of the main characteristics of this development is the

spread of Internet technology. The use of the internet opens up opportunities to develop

Digital Branding of the Kutai Kartanegara Tourism Office on @Visitingkutaikartanegara

Instagram Account in Increasing Tourist Visits

Indonesian Journal of Social Technology, Vol. 5, No. 12, December 2024 6263

new solutions in the field of communication, including the provision of effective

communication services to better reach audiences. The advantage of the Internet lies in

its ability to reach audiences without being constrained by geographical restrictions

(Zulfikar et al., 2022).

Communication activities require channels as a medium to convey messages. These

channels are often associated with the use of senses such as sight, feeling, hearing, and

smell. (Turner & Roberts, 2023). On the other hand, in the context of communication,

there is also the term media, which can be defined as a device or tool to convey a message.

The definition of media includes the methods and technologies used. For example,

newspapers are a representation of print media, radio is a representation of audio media,

and television represents audio-visual media in the electronic media category. (Akrim,

2022) Also defines the internet as an example of an online network or media.

As time goes by, communication becomes more flexible and adjusted to the needs

and developments of the times. Communication methods that were initially traditional

have now changed to digital dominant. The widespread existence of the internet makes it

easier and expands the reach of communication. (Fauzi, 2021). Through the internet,

individuals and organizations can communicate with each other instantly, strengthening

relationships in a fast and effective way. For organizations or agencies, the Internet is an

important tool in interacting with the public and building a positive image. (Hundura et

al., 2023).

Based on the results of a survey conducted by the Indonesian Internet Service

Providers Association and Technopreneur in 2018, it was found that out of 264.16 million

people, the total population of Indonesia is 171.17 million people, including Internet

service users. (Widiastuti, 2017). This increase in number is a driving factor for the role

of communication to brands or brands that have a very significant impact on the business

practices and operations of an organization. Various communication activities have been

able to build, maintain, maintain, and maintain the continuity of a brand. (Shafiq et al.,

2023).

Social media currently serves as a means for brands to interact with the public.

Social media is a virtual platform that facilitates relationships between individuals by

providing a place for them to share content. In this study, the goal is to clarify branding

activities in the framework of communication, where its elements, such as branding or

branding, are presented through various ways and media, becoming elements of the

message in the communication process. Communication not only relies on the brand

created by the agency but is also collaborative, involving consumer participation.

Some previous studies that have made significant contributions and become a

source of inspiration for researchers include:

Table 1Previous Research

No.

Research Identity

Research Title

Hagi Nur Fadilla

Indonesian Journal of Social Technology, Vol. 5, No. 12, December 2024 6264

Yanti Ratna Sari,

Endang Erawan, and

Sabiruddin (2022)

The Role of Instagram Social Media in Increasing

Tourist Interest in Visiting Kutai Kartanegara Tourist

Destinations

Research Results: The research method uses qualitative descriptive. The focus

of this research is the source, message, channel, receiver, and effects. The

informants are the Head of the Promotion Section, the Promotion Staff of the

Kutai Kartanegara Regency Tourism Office, the Press, and Tourists. Qualitative

data analysis uses an interactive model.

Instagram social media sources in increasing interest in visiting tourists with

admins who update on social media. Instagram social media messages use

attractive images and easy-to-understand language. Active Instagram social

media channels do not display tourist destinations only events. Instagram social

media receivers can attract visitors from various walks of life and various

communities both in the city and outside the city. The Instagram social media

effect has an impact on increasing tourist visits. Thus, Instagram social media

has a significant effect in increasing tourist visits when used correctly.

Difference: Lies in the theory and focus of the research used

Rismawati Ine Umardi (2022)

The Use of Instagram as a Tourism

Promotion Media for Balekambang Park

Surakarta

Research Results: The research uses a descriptive qualitative approach. The

data collection technique uses observation, interviews, and documentation.

Balekambang Park is one of the tourist attractions in Surakarta. The promotion

of Balekambang Park tourism using Instagram media has a positive impact on

the tourist attraction. The use of features that have been on Instagram are well

used to support Balekambang Park promotional activities. Several obstacles

were found, including obstacles in human resource management, inadequate

live streaming tools, and content content. The promotion carried out by

Balekambang Park through Instagram has been effective because it hits many

community targets, and already has many followers or followers making people

who did not know Balekambang Park understand and visit.

Difference: The difference in research lies in the place of research

Based on these problems, the purpose of this study is to understand the Digital

Branding of the Kutai Kartanegara Tourism Office which utilizes the Instagram social

media platform in attracting tourists to visit.

Method

This study uses qualitative research with a descriptive qualitative approach.

Qualitative research is considered simple research because it focuses on interpretation

using words by involving several procedures, starting from design, validation, data

Digital Branding of the Kutai Kartanegara Tourism Office on @Visitingkutaikartanegara

Instagram Account in Increasing Tourist Visits

Indonesian Journal of Social Technology, Vol. 5, No. 12, December 2024 6265

collection, instrument trials, data analysis, and data coding, to data triangulation by

considering time triangulation, source triangulation, expert triangulation, and theoretical

triangulation. Another process that needs to be considered involves the formation of

propositions as grand theories from research findings (Kharuddin, 2021).

The study uses a descriptive approach, as a study that explores events of social

action in a natural context, with an emphasis on how individuals understand and interpret

their experiences. The goal is to find solutions in solving individual problems by

understanding social reality. (Mohajan, 2018). The results of this study will focus on

verbal or visual representations rather than numerical data. This approach will be used by

researchers to formulate hypotheses based on specific findings and information obtained

from the field.

According to Sutopo (2006), a data source refers to a location or place where data

is obtained through the application of certain methods, either from humans, artifacts, or

documents. The source of research data collection will be divided into two types, namely

primary data and secondary data.

Sample Determination Techniques

The sampling method, or known as sampling, is the process of establishing several

samples for research purposes. Sampling aims to collect as much information and data as

possible, to reveal various aspects within a specific discussion framework. (Leuwol et al.,

2023).

In this study, the researcher applied a non-probability sampling method using the

purposive sampling method to select informants and set certain criteria for informants

involved in this study. The informants involved in this study include managers and

audiences or followers on Instagram @visitingkutaikartanegara.

Data Analysis Techniques

Data analysis, according to Sugiyono (2018), refers to the systematic process of

searching for and compiling data obtained from interviews, field notes, and

documentation. This process involves organizing data into categories, dividing them into

units, synthesizing, forming patterns, determining significant things, and preparing

conclusions so that they can be easily understood by researchers and other parties.

Moleong (2017:280-281) also mentioned that data analysis is the process of organizing

and sorting data into basic patterns, categories, and units of description to find themes

and formulate work hypotheses based on existing data.

Results and Discussion

The author collected data in this study to identify the @visitingkutaikartanegara

Instagram Social Media Digital Branding in Increasing Tourist Interest Visit Tourism in

Kutai Kartanegara. The results of the interviews obtained are as follows:

Context

One of the important aspects in the management of information social media is how

to arrange the words in a message so that it is easily understood by the audience, known

as Context by using Indonesian so that it is easy to understand by tourists, who do not

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only come from the Kutai Kartanegara area (Engelina & Laulita, 2022). The results of the

interview regarding the context with the Head of Marketing of the Kutai Kartanegara

Regency Tourism Office and the Marketing Data Manager argued that:

"The use of simple language on Instagram accounts @visitingkutaikartanegara try

to present information in clear and non-verbose words so that it is easy for the public to

understand. The Media Team @visitingkutaikartanegara can compile words that are

effective, precise, and easy for readers to understand" (Interview on November 4, 2024).

"Training is also carried out every year, at least once a year, to hone skills in

processing words and content to make it look interesting" (Interview on November 5,

2024)

The above opinion shows that the Kutai Kartanegara Regency Tourism Office in

promoting tourist destinations through social media has a Media Team that regularly

updates social media. The results of the interview with the Marketing Staff of the Kutai

Kartanegara Regency Tourism Office stated that:

"The explanation of the additional information presented by

@visitingkutaikartanegara has gone through a simplification process and uses popular

words. If there is a less common term, @visitingkutaikartanegara will replace it or add

an explanation to make it easier for readers to understand the information conveyed"

(Interview on November 11, 2024).

Interviews with informants show that the Kutai Kartanegara Regency Tourism

Office uses Instagram social media to promote tourist destinations that make it easier for

tourists to visit. In addition, social media such as Instagram is also used and managed

directly by the Marketing Media Team of the Kutai Kartanegara Tourism Office to

display content on Instagram feeds and stories.

Communication

Communication Managemen @visitingkutaikartanegara

@visitingkutaikartanegara Communication management aims to convey a message

clearly so that it is easy to understand and can influence the attitude of the audience as

expected. The results of the interview regarding communication with the Head of

Marketing of the Kutai Kartanegara Regency Tourism Office and the Marketing Data

Manager argued that:

"Completeness of Information, such as the presentation of quality information, is

part of an effort to meet journalistic standards, which includes the elements of 5W + 1H,

namely What, When, Where, Who, Why, and How" (Interview on November 4, 2024)

"Meeting and paying attention to the elements of communication and ensuring that

the information conveyed is complete and reliable for tourists is part of our commitment"

(Interview on November 5, 2024).

The two key informants agreed that the Kutai Kartanegara Regency Tourism Office

in promoting tourist destinations through social media paid attention to the 5W + 1H rule

in organizing information.

Communication management by @visitingkutaikartanegara aims to convey a clear and

easy-to-understand message to the audience, in the hope of influencing the attitude and interests

Digital Branding of the Kutai Kartanegara Tourism Office on @Visitingkutaikartanegara

Instagram Account in Increasing Tourist Visits

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of tourists. In an interview with the Head of Marketing of the Tourism Office of Kutai Kartanegara

Regency, it was explained that success in conveying information is ensured by following the 5W

+ 1H journalistic rules (What, When, Where, Who, Why, How). This is considered as part of the

Tourism Office's commitment to provide complete and trustworthy information for tourists.

In addition, the marketing staff added that the use of attractive photos and videos becomes

important once the information is considered complete. This visual is expected to strengthen the

message conveyed and increase tourist motivation. Photos and videos uploaded must also comply

with journalistic standards, avoiding negative content such as SARA and pornography.

The press team involved in the management of communication in

@visitingkutaikartanegara also emphasized the importance of photo and video layout. This setup

aims to create a neat and attractive look on Instagram, using custom templates to ensure

consistency and regularity of information. This makes it easier for people to find and enjoy

information visually.

From interviews with tourists, it can be seen that communication management in

@visitingkutaikartanegara has managed to attract their attention. Tourists find this account very

communicative, conveying interesting and easy-to-understand information, which ultimately

encourages them to visit tourist destinations in Kutai Kartanegara. One of the tourists stated that

the promotion through this Instagram account succeeded in communicating the tourist attractions,

which increased their interest in visiting the location.

Overall, effective communication and engaging visuals play an important role in the Kutai

Kartanegara Tourism Office's efforts to promote tourist destinations through social media, which

has proven to be successful in attracting tourists and increasing visits to the area.

Collaboration

To present information, @visitingkutaikartanegara manages collaboration with various

parties in the collection and publication of content. The results of the interview regarding

Collaboration with the Head of Marketing of the Kutai Kartanegara Regency Tourism Office and

the Marketing Data Manager argued that:

"Various organizations, influencers, and netizens actively take part in promoting tourism

and sharing their uploads about tourism in Kutai Kartenagar, which helps

@visitingkutaikartanegara update information. This collaboration happens through comments,

direct messages, or posts that mark @visitingkutaikartanegara, which will be reposted."

"One of the organizations that every year always contributes to tourism promotion is the Creative

Entrepreneurs and Tourism Ambassadors in collaboration with the Tourism Office in sharing

information about Kutai Kartanegara, including destinations and culinary. Until uploads that

involve collaboration with influencers also have a noticeable increase".

After obtaining the results of research on Digital Branding of the Kutai Kartanegara

Tourism Office through the Instagram account @visitingkutaikartanegara In Increasing

Tourist Visits, the following discussions were carried out:

Context

Context is an important aspect of conveying an effective message on social media.

In this case, the Kutai Kartanegara Tourism Office focuses on presenting information on

Instagram in easy-to-understand, clear, and non-verbose language. Due to the large

number of visitors who do not come from the Kutai Kartanegara Area, therefore the use

of Indonesian has become more effective in conveying information on social media.

Based on interviews with the Head of Marketing and Marketing Data Manager, the use

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Indonesian Journal of Social Technology, Vol. 5, No. 12, December 2024 6268

of simple language on Instagram accounts @visitingkutaikartanegara was prioritized so

that information could be easily understood by the public. The Media Team also regularly

hone their skills in content preparation to remain relevant and interesting.

This step is reinforced by the press team, which reviews the narrative regularly and

uses colloquial language to make it more familiar to the audience. Interviews with tourists

also showed appreciation for the use of easy-to-understand language, although some

followers expect more frequently updated information, especially regarding new facilities

or changes in tourist destinations. Overall, context plays an important role in ensuring that

the message on Instagram @visitingkutaikartanegara can be understood by various

groups, thereby increasing the attractiveness of tourist destinations for visitors.

In the context of social media management, context refers to how to convey a

message so that it is easily understood by the audience by paying attention to the language

used in its delivery. The results of the interview show that the Kutai Kartanegara Regency

Tourism Office has applied this principle by using a simple and clear Indonesian on

@visitingkutaikartanegara's Instagram account. The Media team regularly updates

content and attends training to craft an effective, precise, and easy-to-understand

message.

However, some tourists complained about the lack of information updates on some

tourist destinations, even though the information conveyed was generally easy to

understand. In conclusion, although the use of simple language has helped people

understand information easily, the challenge that arises is to update destination

information more consistently to maintain relevance and accuracy.

Communication

The communication aspect aims to manage effective communication on Instagram

so that messages can influence the audience according to their goals. According to the

Head of Marketing, the submission of information on the @visitingkutaikartanegara

account complies with the 5W+1H journalistic rules (What, When, Where, Who, Why,

How) to ensure that the information provided is complete and clear. Marketing teams also

utilize standard-compliant images and videos, without SARA or pornographic content, to

reinforce the delivery of information.

The visual layout is also a special concern of the press team to create a neat and

attractive look. The addition of templates for each upload helps create consistency and

convenience for visitors in searching for information. Interviews with tourists show that

the neat and complete management of communication on this Instagram account is

effective in attracting tourists to visit in person.

Overall, communication in @visitingkutaikartanegara focuses on presenting

complete, structured, and visually appealing information, which plays a big role in

increasing tourist interest.

Deep communication, Communication management aims to convey the message

clearly and influence the audience as expected. The Kutai Kartanegara Tourism Office

ensures that the information conveyed through Instagram meets the 5W + 1H journalistic

Digital Branding of the Kutai Kartanegara Tourism Office on @Visitingkutaikartanegara

Instagram Account in Increasing Tourist Visits

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rules (What, When, Where, Who, Why, How) to ensure the quality and reliability of the

message. In addition, the use of attractive photos and videos also plays an important role

in increasing the motivation of tourists.

Interviews with tourists show that the information presented on Instagram

@visitingkutaikartanegara is easy to understand and interesting, but there are few

complaints regarding the delivery of information. Overall, clear communication and

attractive visuals have managed to attract tourists, but improvements in updating the

content can further improve the user experience in establishing communication between

the Kutai Kartanegara Regency Tourism Office and followers.

Collaboration

Collaboration emphasizes the importance of cooperation with various parties to

manage accurate and interesting information. The Kutai Kartanegara Regency Tourism

Office collaborates with local organizations, influencers, and community netizens to

promote tourist destinations on Instagram. The results of the interviews show that

collaboration with creative economy actors and Tourism Ambassadors facilitates the

dissemination of information, especially related to the tourist and culinary attractions of

this area.

The press team also ensures that collaboration is carried out with parties with good

ethics and reputation, and leverages Instagram features such as Reels, Instastory, and

feeds to reach a wider audience. From interviews with tourists, this collaboration

facilitates access to information for the public and increases tourist interest. Upload co-

produced content influencers and Tourism Ambassadors also succeeded in bringing out

the attractiveness of previously little-known destinations.

Overall, the collaboration in @visitingkutaikartanegara strengthens the digital branding

strategy by leveraging a wide network of various parties to increase visibility and interest

among travelers.

Collaboration refers to cooperation between various parties to achieve common

goals. The Kutai Kartanegara Regency Tourism Office collaborates with various

organizations, influencers, and netizens to expand information about tourist destinations.

This collaboration includes joint uploads, hashtags, and content generated by other

parties, such as Tourism Ambassadors and influencers.

This collaboration proved to be effective, with interviews showing that followers

felt more interested and easily accessed information through content shared by

influencers or other partners. Increased Visibility of tourist destinations that were

previously little-known also shows that the collaboration has succeeded in introducing

Kutai Kartanegara to Audience which is wider. In conclusion, good collaboration between

various parties has played a big role in promoting tourist destinations in Kutai

Kartanegara.

Connection

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The last aspect, Connection, focuses on the long-term relationship between the

@visitingkutaikartanegara account and its followers. With two-way communication

through comments, direct messages (DMs), and Tags In the upload, this account provides

a space for the public to submit criticism, suggestions, or questions. According to the

Head of Marketing, this kind of interaction helps create a closer relationship with

followers, where incoming complaints and suggestions will be followed up by relevant

parties.

The press team also adds a personal touch to the interaction by uploading light

content, such as gimmicks or bloopers, which complement informative uploads with light

entertainment to attract audience interest. Interviews with Instagram followers

@visitingkutaikartanegara show that this approach has succeeded in increasing interest

in visiting tourist destinations in person.

Overall Connection which is established through responsive and familiar

interactions, both in formal uploads and light content, helps increase followers'

attachment to the promoted tourist destinations and successfully encourages them to come

to Kutai Kartanegara.

In terms of connection, managing ongoing relationships with followers is essential

to maintain closeness and increase participation. The Kutai Kartanegara Tourism Office

focuses on two-way communication through direct messages, comments, and uploads

marked by followers. This allows followers to provide feedback and criticism that can be

acted upon by relevant parties.

In addition, @visitingkutaikartanegara also engages in casual interactions with

followers through light content that follows the latest trends, such as bloopers or

gimmicks, which makes the relationship with followers more intimate and fun. The results

of the interviews show that this approach increases the interest of followers to visit Kutai

Kartanegara tourist destinations. In conclusion, responsive communication and more

relaxed interactions can strengthen the relationship between Instagram accounts and their

followers, as well as increase visitors' interest in visiting tourist destinations in person.

Digital Branding

Digital branding is an important element in building and maintaining the image of

a tourist destination in the digital era. The Kutai Kartanegara Regency Tourism Office

uses Instagram through @visitingkutaikartanegara accounts as a means to introduce

regional culture and tourism. The content uploaded by the account has a significant role

in shaping and strengthening the image of the Kutai Kartanegara Regency Tourism

Office.

In today's digital age, social media such as Instagram has become an essential tool

in digital marketing communication strategies. One example is the

@visitingkutaikartanegara Instagram account managed by the Tourism Office of Kutai

Kartanegara Regency, East Kalimantan. This account is used to interact with the audience

while promoting regional tourism through an effective digital branding strategy.

Digital Branding of the Kutai Kartanegara Tourism Office on @Visitingkutaikartanegara

Instagram Account in Increasing Tourist Visits

Indonesian Journal of Social Technology, Vol. 5, No. 12, December 2024 6271

Instagram accounts @visitingkutaikartanegara consistently build a brand image

through engaging and relevant content. As of June 24, 2024, this account has 8,156

followers, follows 1,344 accounts, and has posted 1,143 uploads since its formation in

March 2017. The content focuses on tourism, culture, and entertainment information,

accompanied by Caption Inviting communicative audiences to visit. The visual strategy

implemented also highlights the Kukar Asia Wonder slogan as a form of identity of

@visitingkutaikartanegara. The slogan used by @visitingkutaikartanegara, namely Kukar

Asia Wonder, has a deep meaning and is also sacral so that by just looking at the logo and

tagline on the @visitingkutaikartanegara Audience will be reminded of the culture and

tourism in Kutai Kartanegara.

According to visual communication theory (Percy & Rosenbaum-Elliott, 2016),

visual consistency helps improve brand appeal. This can be seen from

@visitingkutaikartanegara uploads that managed to attract the attention of the audience

and build a strong impression of Kutai Kartanegara. This digital branding is effective in

promoting tourist destinations through the slogan Kukar Asia Wonder which is used to

introduce tourism in Kutai Kartanegara. Some followers of the account stated that

Instagram content encouraged them to visit tourist attractions in Kutai Kartanegara,

including previously little-known locations. One of the comments from the visitor, Nur

Eva, said that the information conveyed by @visitingkutaikartanegara made her

interested in visiting the promoted destination.

Further observations show that this account's uploads showcase the natural beauty

and local culture through high-quality photos and videos. The tagline "Kukar Asia

Wonders" which is equipped with the symbol of Lembuswana, an icon of local belief,

emphasizes the charm and natural wonders of Kutai Kartanegara.

Figure 2

@visitingkutaikartanegara Account Closure

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Based on the image above, it can be said that looking at the content strategy,

@visitingkutaikartanegara utilizes various types of content to attract and maintain the

attention of the audience to build a strong digital presence. Digital Branding on each of

these contents displays the Kukar Asia Wonders slogan logo which is contained in every

content video uploaded by @visitingkutaikartanegara. Eye-catching visuals are also

important to grab the attention of users who are browsing Instagram. Stories and

Narratives, where each upload is accompanied by informative and interesting captions,

provide additional context about the image or video. This can be a description of the

activities that can be done in Kutai Kartanegara, the history of the place, or testimonials

from visitors. The use of #VisitingKutaiKartanegara or #KukarAsiaWonders hashtags, in

which case relevant and popular hashtags are used to increase the visibility of posts, can

reach a wider audience.

Figure 3

Use of Hashtags in Instagram Uploads @visitingkutaikartanegara

Overall Digital Branding implemented by @visitingkutaikartanegara shows the

effectiveness of Instagram as a tourism promotion medium, with attractive visuals being

the main attraction that can encourage the interest of tourist visits. In addition to

interesting content, one of the things that also needs attention is the logo of the account.

Digital Branding of the Kutai Kartanegara Tourism Office on @Visitingkutaikartanegara

Instagram Account in Increasing Tourist Visits

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Figure 4

Logo and/or Tagline of the Kutai Kartanegara Regency Tourism Office

The image above is the logo as well as the tagline of the Kutai Kartanegara Regency

Tourism Office which is the branding of tourism in Kutai Kartanegara. Lembusuana is

the embodiment of an extraordinary animal or creature as a symbol of power and

sovereignty of the Kutai Kartanegara Kingdom. In the past, according to the story,

Lembusuana was the mount of Princess Karang Melenu or also Princess Junjung Buih

who later gave birth to the kings of Kutai Kartanegara. And then the lembusuana was

used as a vehicle by Batara Guru.

Conclusion

Based on the results of research and discussion on the role of Instagram social media

in increasing tourist interest in visiting tourist destinations in Kutai Kartanegara Regency,

it can be concluded that this role is increasingly optimized.

This is because the Kutai Kartanegara Tourism Office has begun to routinely pay

attention to tourism marketing through the role of social media, namely Instagram by

processing content on @visitingkutaikartanegara Instagram accounts involving officials

and staff as a source that can conceptualize content to be uploaded to order to convey

tourism information to prospective tourists so that they are interested in visiting existing

tourist destinations. In addition, the Instagram account has begun to collaborate with

various organizations and influencers to assist the Kutai Kartanegara Tourism Office in

carrying out digital branding which can facilitate the dissemination of information

through Instagram social media.

However, the Marketing Team, especially the content manager at the Kutai

Kartanegara Regency Tourism Office, needs to process content to continue to be

interesting and follow existing trends by routinely holding training for content creators

every year because visual content is one of the keys in promoting tourist destinations in

the digital era to attract more tourist interest.

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