Pengembangan Media Promosi Instagram di Resort PTN Situgunung Kabupaten Sukabumi

Abstract

Resort PTN Situgunung merupakan destinasi wisata berbasis alam dan konservasi yang memiliki potensi untuk dikembangkan melalui media promosi Instagram. Penelitian ini bertujuan mengidentifikasi daya tarik wisata, menganalisis efektivitas Instagram menggunakan metode Awareness, Trial, dan Reinforcement (ATR), menganalisis preferensi pengunjung serta menyusun rancangan content plan Instagram dan leaflet promosi. Penelitian menggunakan pendekatan deskriptif kuantitatif dan kualitatif melalui observasi, wawancara, dokumentasi, studi literatur, dan kuesioner terhadap 100 responden. Hasil penelitian menunjukkan bahwa Resort PTN Situgunung memiliki dua belas daya tarik alam dan empat daya tarik buatan yang berpotensi sebagai materi promosi. Efektivitas Instagram berada pada kategori efektif, sedangkan preferensi pengunjung didominasi konten Jembatan Gantung, panorama alam, carousel, Highlights, dan review pengunjung. Luaran penelitian berupa rancangan content plan Instagram selama dua bulan dan leaflet promosi yang diharapkan dapat mendukung promosi yang lebih efektif dan informatif.

PTN Situgunung Resort is a nature-based and conservation tourism destination with considerable potential to be developed through Instagram as a promotional medium. This study aims to identify the tourism attractions, analyze the effectiveness of Instagram using the Awareness, Trial, and Reinforcement (ATR) method, analyze visitor preferences, and develop an Instagram content plan and promotional leaflet. The study employed descriptive quantitative and qualitative approaches through observation, interviews, documentation, literature review, and questionnaires administered to 100 respondents. The results showed that PTN Situgunung Resort possesses twelve natural attractions and four man-made attractions with strong potential as promotional content. The effectiveness of Instagram was categorized as effective, while visitor preferences were dominated by content featuring the Situgunung Suspension Bridge, natural scenery, carousel posts, Highlights, and visitor reviews. The outputs of this study consist of a two-month Instagram content plan and a promotional leaflet, which are expected to support more effective and informative tourism promotion.