Discovering The Locality of Tourism Content Based on the Needs of Tourists
Keywords:
Local Content, Instagram, Millennials, Tourism PromotionAbstract
Tourism promotion through local content on social media platforms, especially Instagram, plays an important role in increasing tourist interest and supporting local economies. Local content highlights cultural values, destination uniqueness, and authentic tourism experiences. This research discusses three main steps in tourism promotion through Instagram by the Pinrang Regency Tourism Office: millennial-oriented content, improving the quality of tourist attraction visualization, and utilizing credible influencers. Through qualitative research involving observations and interviews, the findings show that these promotional strategies have great potential to increase interest in tourist visits. However, challenges such as service and safety factors and interaction with influencers need to be considered. By strengthening local content-based promotions, tourism destinations can be more culturally, environmentally, and economically sustainable, while providing immersive and memorable travel experiences for visitors. This research provides valuable insights for tourism managers in optimizing promotional strategies and supporting economic recovery after the Covid-19 pandemic.
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