Social media as a tourism promotion tool: the case of @thelodgemaribaya
Abstract views: 310
,
PDF downloads: 165
Abstract
This research examined how @TheLodgeMaribaya utilized Instagram as a tool for tourism promotion in West Java, Indonesia through the use of AISAS concept (Attention, Interest, Search, Action, Share). In the digital era, social media users often seek out ‘Instagrammable’ locations that capture their Attention, spark Interest, then lead them to Search for further information, prompt them to take Action by visiting the location and create content with the location as a background. Lastly, Share these experiences on their respective social media accounts. This research aims to find out how The Lodge Maribaya utilized Instagram as a promotional tool employing the AISAS concept, using the case study as a method. The primary data of this research consists of in-depth interviews with The Lodge's Marketing Communications Director, Fauziah Setia Rahayu.
The results of the research show that at the Attention stage, The Lodge Maribaya focused on environmental education, exploiting trends, and developing market segmentation. At the Interest stage, The Lodge Maribaya have used the hashtag (#) feature in the caption for all rides and facilities, allowing them to carry out a recall with the same post with a different perspective. At the Search stage, using the hashtag feature makes it easier to search for related information. In the Action stage, The Lodge Maribaya employs a positive campaign tagline to attract visitors. Lastly, in the Share stage, The Lodge Maribaya encouraged their visitors to share their activities at The Lodge by tagging their official account.
References
[@thelodgemaribaya], T. L. M. (2023). #thelodgemaribaya. Instagram. https://www.instagram.com/explore/tags/thelodgemaribaya/
[@wesanderson], W. A. (2023). #wesanderson. Instagram. https://www.instagram.com/explore/tags/wesanderson/
Amadi, A. (2023). Integration in a mixed-method case study of construction phenomena: from data to theory. Engineering, Construction and Architectural Management, 30(1), 210–237. https://doi.org/10.1108/ECAM-02-2021-0111
Beyari, H., & Garamoun, H. (2024). The Impact of Online Word of Mouth (e-WOM) on End-User Purchasing Intentions: A Study on e-WOM Channels’ Effects on the Saudi Hospitality Market. Sustainability (Switzerland) , 16(8). https://doi.org/10.3390/su16083163
Bojic, L. (2022). Metaverse through the prism of power and addiction: what will happen when the virtual world becomes more attractive than reality? European Journal of Futures Research, 10(1). https://doi.org/10.1186/s40309-022-00208-4
Brockhaus, J., Buhmann, A., & Zerfass, A. (2023). Digitalization in corporate communications: understanding the emergence and consequences of CommTech and digital infrastructure. Corporate Communications, 28(2), 274–292. https://doi.org/10.1108/CCIJ-03-2022-0035
Ding, M. Y., & Wang, W. T. (2024). Analysis of Factors Influencing We-Intention in Healthcare Applications Based on the AISAS Model. International Journal of Human-Computer Interaction, 40(10), 2560–2577. https://doi.org/10.1080/10447318.2022.2163566
Doyle, J. P., Su, Y., & Kunkel, T. (2022). Athlete branding via social media: examining the factors influencing consumer engagement on Instagram. European Sport Management Quarterly, 22(4), 506–526. https://doi.org/10.1080/16184742.2020.1806897
Ghouri, A. M., Mani, V., Haq, M. A. ul, & Kamble, S. S. (2022). The micro foundations of social media use: Artificial intelligence integrated routine model. Journal of Business Research, 144, 80–92. https://doi.org/10.1016/j.jbusres.2022.01.084
Hansson, S., & Page, R. (2022). Corpus-assisted analysis of legitimation strategies in government social media communication. Discourse and Communication, 16(5), 551–571. https://doi.org/10.1177/17504813221099202
Huang, Z., Li, H., & Huang, J. (2024). Chinese consumers’ psychology and behavior of the foods with nutrition claims based on AISAS model. Frontiers in Nutrition, 11(March). https://doi.org/10.3389/fnut.2024.1309478
Hysa, B., Zdonek, I., & Karasek, A. (2022). Social Media in Sustainable Tourism Recovery. Sustainability (Switzerland), 14(2). https://doi.org/10.3390/su14020760
Ianenko, M., Ianenko, M., & Shevchuk, E. (2022). Digital transformation of marketing activities in transport systems management during COVID-19: Experience, problems, prospects. Transportation Research Procedia, 63, 878–886. https://doi.org/10.1016/j.trpro.2022.06.085
Javed, S., Rashidin, M. S., & Xiao, Y. (2022). Investigating the impact of digital influencers on consumer decision-making and content outreach: using dual AISAS model. Economic Research-Ekonomska Istrazivanja , 35(1), 1183–1210. https://doi.org/10.1080/1331677X.2021.1960578
Jeong, M., Shin, H. H., Lee, M., & Lee, J. (2023). Assessing brand performance consistency from consumer-generated media: the US hotel industry. International Journal of Contemporary Hospitality Management, 35(6), 2056–2083. https://doi.org/10.1108/IJCHM-12-2021-1516
Kankhuni, Z., & Ngwira, C. (2022). Overland tourists’ natural soundscape perceptions: influences on experience, satisfaction, and electronic word-of-mouth. Tourism Recreation Research, 47(5–6), 591–607. https://doi.org/10.1080/02508281.2021.1878653
Kastenholz, E., & Gronau, W. (2022). Enhancing Competences For Co-Creating Appealing and Meaningful Cultural Heritage Experiences in Tourism. Journal of Hospitality and Tourism Research, 46(8), 1519–1544. https://doi.org/10.1177/1096348020951637
Kumar, P., Mishra, J. M., & Rao, Y. V. (2022). Analysing tourism destination promotion through Facebook by Destination Marketing Organizations of India. Current Issues in Tourism, 25(9), 1416–1431. https://doi.org/10.1080/13683500.2021.1921713
Kuppelwieser, V. G., Klaus, P. ‘Phil’, Manthiou, A., & Hollebeek, L. (2022). The role of customer experience in the perceived value–word-of-mouth relationship. Journal of Services Marketing, 36(5), 364–378. https://doi.org/https://doi.org/10.1108/JSM-11-2020-0447
Kusumastuti, H., Pranita, D., Viendyasari, M., Rasul, M. S., & Sarjana, S. (2024). Leveraging Local Value in a Post-Smart Tourism Village to Encourage Sustainable Tourism. Sustainability (Switzerland), 16(2). https://doi.org/10.3390/su16020873
Li, H., & Pan, Y. (2023). Impact of Interaction Effects between Visual and Auditory Signs on Consumer Purchasing Behavior Based on the AISAS Model. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1548–1559. https://doi.org/10.3390/jtaer18030078
Maribaya, T. L. (2024). The Lodge Maribaya. The Lodge Group. https://thelodgegroup.id/thelodgemaribaya/
Martorell, J. R., Tirado, F., & Gálvez, A. (2024). Attention wars, psychopower and platform environments: An autoethnographic study on BeReal. Emotion, Space and Society, 52(June). https://doi.org/10.1016/j.emospa.2024.101026
Neilson, T., & Gibson, T. A. (2022). Social Media Editors and the Audience Funnel: Tensions between Commercial Pressures and Professional Norms in the Data-Saturated Newsroom. Digital Journalism, 10(4), 556–578. https://doi.org/10.1080/21670811.2021.2004553
Nunkoo, R., Gursoy, D., & Dwivedi, Y. K. (2023). Effects of social media on residents’ attitudes to tourism: conceptual framework and research propositions. Journal of Sustainable Tourism, 31(2), 350–366. https://doi.org/10.1080/09669582.2020.1845710
Obermayer, N., Kővári, E., Leinonen, J., Bak, G., & Valeri, M. (2022). How social media practices shape family business performance: The wine industry case study. European Management Journal, 40(3), 360–371. https://doi.org/10.1016/j.emj.2021.08.003
Park, C. I., & Namkung, Y. (2022). The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry. Sustainability (Switzerland), 14(3). https://doi.org/10.3390/su14031657
Santos, M. L. B. dos. (2022). The “so-called” UGC: an updated definition of user-generated content in the age of social media. Online Information Review, 46(1), 95–113. https://doi.org/10.1108/OIR-06-2020-0258
Saxena, D., Brady, M., Lamest, M., & Fellenz, M. (2022). Bridging the marketing-finance divide: use of customer voice in managerial decision-making. Qualitative Market Research, 25(3), 361–382. https://doi.org/10.1108/QMR-09-2020-0113
Schritt, J. (2022). An ethnography of public events: Reformulating the extended case method in contemporary social theory. Ethnography, 23(1), 38–59. https://doi.org/10.1177/1466138119891446
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, 39(2), 541–565. https://doi.org/10.1016/j.ijresmar.2021.09.005
Sharma, I., Jain, K., & Gupta, R. (2022). The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM. Journal of Asia Business Studies, 16(4), 652–675. https://doi.org/10.1108/JABS-10-2020-0423
Sharma, P., Ueno, A., Dennis, C., & Turan, C. P. (2023). Emerging digital technologies and consumer decision-making in retail sector: Towards an integrative conceptual framework. Computers in Human Behavior, 148(March), 107913. https://doi.org/10.1016/j.chb.2023.107913
Sun, C., Ye, L., & Zhang, N. (2023). O2O selection mode portrait and optimization for railway service enterprises based on K-means. Complex and Intelligent Systems, 9(3), 2447–2458. https://doi.org/10.1007/s40747-021-00375-0
Taufik, E. R., Hasan, S., Titin, Singagerda, F. S., & Sinambela, E. A. (2022). Hospitals Visit Intention and Visit Decision: How the Role of Viral and Word of Mouth Marketing? Frontiers in Public Health, 10, 948554. https://doi.org/10.3389/fpubh.2022.948554
Ulloa, R., Makhortykh, M., & Urman, A. (2024). Scaling up search engine audits: Practical insights for algorithm auditing. Journal of Information Science, 50(2), 404–419. https://doi.org/10.1177/01655515221093029
Wahid, R. M., & Gunarto, M. (2022). Factors Driving Social Media Engagement on Instagram: Evidence from an Emerging Market. Journal of Global Marketing, 35(2), 169–191. https://doi.org/10.1080/08911762.2021.1956665
Xia, L., Baghaie, S., & Mohammad Sajadi, S. (2024). The digital economy: Challenges and opportunities in the new era of technology and electronic communications. Ain Shams Engineering Journal, 15(2), 102411. https://doi.org/10.1016/j.asej.2023.102411
Yang, B., Zhang, R., Cheng, X., & Zhao, C. (2023). Exploring information dissemination effect on social media: an empirical investigation. Personal and Ubiquitous Computing, 27(4), 1469–1482. https://doi.org/10.1007/s00779-023-01710-7
Yuan, Y., Chan, C. S., Eichelberger, S., Ma, H., & Pikkemaat, B. (2022). The effect of social media on travel planning process by Chinese tourists: the way forward to tourism futures. Journal of Tourism Futures, 1–20. https://doi.org/10.1108/JTF-04-2021-0094
Yuliati, L. N., & Simanjuntak, M. (2024). Digital Communication Innovation of Food Waste Using the AISAS Approach: Evidence from Indonesian Adolescents. Sustainability (Switzerland), 16(2). https://doi.org/10.3390/su16020488
Zhang, H., & Luo, X. (2024). Exploring how IP marketing (media marketing) influences consumer shopping psychology through quantitative and empirical analysis. Frontiers in Psychology, 15(January), 1–10. https://doi.org/10.3389/fpsyg.2024.1292636
Zhang, Y., Zhang, J., & Liu, C. (2022). Motives for Employees Communicate Positive Electronic Word of Mouth (eWOM) on Social Network Sites: Exploring Moderating Mechanisms. Australasian Marketing Journal, 30(1), 60–73. https://doi.org/10.1177/1839334921999475
Zhao, S., Kong, Y., Yang, Y., & Li, J. (2024). The influencing mechanism of scenic spot online attention and tourists’ purchase behavior: an AISAS model based investigation. Frontiers in Psychology, 15(May). https://doi.org/10.3389/fpsyg.2024.1386350
Copyright (c) 2024 Jurnal Studi Komunikasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Jurnal Studi Komunikasi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal (comments to the editor can be added below).
