Konten Visual Instagram Sebagai Upaya Branding Desa Wisata pada Masa Saat Pandemi Covid-19 (Studi Kasus pada Instagram Desa Kemiren, Desa Penglipuran dan Desa Waerebo)

Studi Kasus pada Instagram Desa Kemiren, Desa Penglipuran dan Desa Waerebo

Authors

  • Made Arini Hanindharputri Institut Desain dan Bisnis Bali
  • I Gusti Bagus Bayu Baruna Ariesta Institut Desain dan Bisnis Bali
  • Sri Utami Institut Desain dan Bisnis Bali

DOI:

https://doi.org/10.31598/bahasarupa.v6i1.1079

Keywords:

Visual content, Instagram, branding, the COVID-19 Pandemic

Abstract

The COVID-19 pandemic that has lasted since 2020 has had a major impact on the tourism sector. This uncertain situation has made various countries produce policies for traveling both at home and abroad. World tourism, including Indonesia, needs time to return to being able to generate visitors. Various efforts and strategies have been made to save Indonesian tourism. One of them is by doing branding including branding on tourist villages on social media, namely through presenting visual content on Instagram. The choice of tourist village in this study is because Indonesia has villages with natural, cultural and traditional potential, community communities to culinary diversity. The research method used is a qualitative descriptive method with case studies from several tourism village Instagram accounts that have potential and are analyzed based on branding variables. It was found that the selection of the right visual content such as showing the identity of the tourist village and testimonials became effective content for branding the tourist village. In addition, the consistency of visual elements is also an important factor in improving the image of a tourist village. This study aims to determine effective visual content in branding for tourist villages so that it is expected to revive the tourism sector and the creative economy in Indonesia since the Covid-19 pandemic.

Downloads

Download data is not yet available.

References

N. Misbah, “Kunjungan Wisman ke Indonesia Turun 75,03% Akibat Pandemi,” https://www.gatra.com/news-522806-ekonomi-kunjungan-wisman-ke-indonesia-turun-7503-akibat-pandemi.html, Sep. 15, 2021.

Kemenparekraf/Barekraf RI, “Perkembangan Wisatawan Mancanegara November 2021,” https://s3-kemenparekraf.s3.ap-southeast-1.amazonaws.com/Infografis_Wisatawan_Mancanegara_Bulan_November_2021_d7a64b833c.png, Oct. 2021.

Kemenparekraf/Barekraf RI, “Desa Wisata Terus Tumbuh Sebagai Pariwisata Alternatif,” https://www.kemenparekraf.go.id/kebijakan/Desa-Wisata-Terus-Tumbuh-Sebagai-Pariwisata-Alternatif, 2021. https://www.kemenparekraf.go.id/kebijakan/Desa-Wisata-Terus-Tumbuh-Sebagai-Pariwisata-Alternatif

D. Y. Yurisma, “Aset Budaya Sebagai Konsep Destination Branding Desa Ngadas Kabupaten Malang,” J. Bhs. Rupa, vol. 5, no. 1, pp. 1–9, 2021, [Online]. Available: https://bit.ly/jurnalbahasarupa

I. Irene Vania Martajaya, K. Intan Kirana Sari, P. Studi Desain Komunikasi Visual, and F. Seni Rupa dan Desain, “Analisis Virtual Maps Dalam Pengembangan Pariwisata Denpasar di Era Society 5.0 (Virtual Map Analysis in Denpasar Tourism Development in the Era Society 5.0).” [Online]. Available: https://id.wikipedia.org/wiki/Peta

D. H. Saputra et al., Digital Marketing: Komunikasi Bisnis Menjadi Lebih Mudah. . Medan: Yayasan Kita Menulis, 2020.

R. K. Juddiseno, Branding Destinasi dan Promosi Pariwisata, 1st ed. Jakarta: PT. Gramedia Pustaka Utama, 2019.

F. Fauzan and A. Sofyan, “Strategi Branding Saint Barkley dalam Instagram,” in SPESIA Seminar Penelitian Sivitas Akademika Unisba, 2020, pp. 207–210. [Online]. Available: https://karyailmiah.unisba.ac.id/index.php/mankom/article/view/21175/pdf

E. Uzunoglu, “Using Social Media for Participatory City Branding: The Case of @cityofizmir, an Instagram Project,” in Global Place Branding Campaigns across Cities, Regions, and Nations (pp.94-116)Chapter: 5Publisher: IGI GlobalEditors: Ahmet Bayraktar, Can Uslay, vol. 5, A. Bayraktar and C. Uslay, Eds. IGI Global, 2016, pp. 94–116.

Downloads

Published

2022-10-28

How to Cite

[1]
M. A. Hanindharputri, I. G. B. B. B. Ariesta, and S. Utami, “Konten Visual Instagram Sebagai Upaya Branding Desa Wisata pada Masa Saat Pandemi Covid-19 (Studi Kasus pada Instagram Desa Kemiren, Desa Penglipuran dan Desa Waerebo): Studi Kasus pada Instagram Desa Kemiren, Desa Penglipuran dan Desa Waerebo”, bahasarupa, vol. 6, no. 1, pp. 90-98, Oct. 2022.

Issue

Vol. 6 No. 1 (2022): Jurnal Bahasa Rupa Oktober 2022

Section

Articles

License

Copyright (c) 2022 Made Arini Hanindharputri, I Gusti Bagus Bayu Baruna Ariesta, Sri Utami

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

The author's copyright in the Bahasa Rupa Journal, assigns that the publication of published articles is owned by the editorial board with the author's approval, but the rights are still with the author. The legal rules for accessing digital electronic articles are under license   Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0), which means that the Bahasa Rupa Journal has the right to store, modify, manage databases, maintain and publish articles without the author's permission, but the author as the copyright holder is still written as it is. Articles published in Bahasa Rupa Journals, both in hard and soft copy forms are available as open access, for educational, research and library purposes, and beyond that purpose, the editorial board of the Language and Language Journal is not responsible for illegal copyright infringement. This journal also applies LOCKSS and CLOKSS archiving.