Strategi Personal Branding Mojang Jajaka Kota Bogor dalam Mempromosikan Sustainable Tourism pada Instagram @disparbudkotabogor

Abstract

Penelitian ini bertujuan untuk mengkaji strategi komunikasi personal branding Mojang Jajaka Kota Bogor dalam mendukung promosi sustainable tourism melalui media sosial Instagram @disparbudkotabogor serta mengidentifikasi kendala yang dihadapi dalam membangun pendekatan digital personal branding agar dapat menyampaikan pesan edukatif secara visual dan interaksi di platform digital. Pariwisata berkelanjutan (sustainable tourism) dapat menjadi arahan sekaligus ruang baru dalam membangun destinasi wisata, yang menekankan keseimbangan antara aspek ekonomi, sosial, dan lingkungan. Duta pariwisata memiliki peran strategis dalam mendorong perkembangan sektor pariwisata daerah. Kota Bogor, sebagai bagian dari Tanah Pasundan, turut mengembangkan potensi wisatanya melalui kehadiran Personal Branding Mojang Jajaka sebagai representasi budaya lokal dan promotor pariwisata, namun Mojang Jajaka Kota Bogor belum memiliki pedoman teori personal branding secara khusus. Sehingga, dibutuhkan strategi personal branding seorang Mojang dan Jajaka agar lebih tearah. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik wawancara mendalam dan analisis melalui teori personal branding yang dikemukakan oleh Montoya, dengan indikator laws of specialization, laws of leadership, laws of personality, laws of distinctiveness, laws of visibility, laws of unity, laws of persistence, dan laws of goodwill. Hasil penelitian ini menunjukkan bahwa personal branding Mojang Jajaka Kota Bogor sebagai duta wisata dilakukan secara terencana melalui konsistensi visual, gaya komunikasi, serta penyampain narasi yang menggugah kesadaran publik terhadap pentingnya pelestarian budaya loka dan lingkungan. Peran Mojang Jajaka Kota Bogor telah hadir dalam tiga fungsi utama sebagai promotor, kontributor, dan inspirator. Penelitian ini memberikan kontribusi dalam pengembangan strategi komunikasi digital bagi duta daerah lokal terkhusus Mojang Jajaka dalam mengahadapi era pariwisata yang semakin berdigital dan berkelanjutan.

Sustainable tourism can be a direction and a new space in developing tourist destinations, which emphasizes the balance between economic, social, and environmental aspects. Tourism ambassadors have a strategic role in encouraging the development of the regional tourism sector. Bogor City, as part of Tanah Pasundan, also develops its tourism potential through the existence of Personal Branding Mojang Jajaka as a representation of local culture and tourism promoter, but Mojang Jajaka Bogor City does not yet have a specific personal branding theory guideline. Thus, a personal branding strategy for a Mojang and Jajaka is needed to be more focused. This study aims to examine and explain the communication strategy of personal branding of Mojang Jajaka Bogor City in supporting the promotion of sustainable tourism through the social media Instagram @disparbudkotabogor and identify the obstacles faced in building a digital personal branding approach in order to convey educational messages visually and interactively on digital platforms. This study uses a descriptive qualitative approach with in-depth interview techniques and analysis through the personal branding theory proposed by Montoya, with indicators of laws of specialization, laws of leadership, laws of personality, laws of distinctiveness, laws of visibility, laws of unity, laws of persistence, and laws of goodwill. The results of this study indicate that the personal branding of Mojang Jajaka Kota Bogor as a tourism ambassador is carried out in a planned manner through visual consistency, communication style, and narrative delivery that raises public awareness of the importance of preserving local culture and the environment. The role of Mojang Jajaka Kota Bogor has been present in three main functions as promoters, contributors, and inspirators. This study contributes to the development of digital communication strategies for local regional ambassadors, especially Mojang Jajaka, in facing the era of increasingly digital and sustainable tourism.