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All Journal Innobiz: Jurnal Ilmu Manajemen, Bisnis dan Keuangan
Putri Haniya Arifa Andani
Universitas Siber Indonesia

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EFEKTIVITAS INSTAGRAM DAN DUKUNGAN PEMERINTAH TERHADAP MINAT KUNJUNGAN WISATA KERANGGAN Anang Martoyo; Putri Haniya Arifa Andani
Innobiz: Jurnal Ilmu Manajemen, Bisnis dan Keuangan Vol 3 No 1 (2026): Innobiz Januari 2026
Publisher : Universitas Siber Indonesia

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Abstract

Digital promotion of tourism villages remains ineffective due to limited resources and insufficient support from local government. This study aims to analyze the effectiveness of Instagram-based promotion and the role of village government in influencing tourists’ visit intention to Keranggan Tourism Village, South Tangerang, Banten. A descriptive qualitative approach was employed, with data collected through in-depth interviews, observation, and documentation. The study was conducted from July to August 2024, involving village officials, Tourism Awareness Group (Pokdarwis) managers, local community members, and visitors. The findings reveal that Instagram promotion has not been optimally implemented due to limited human resources, inadequate digital marketing skills, and inconsistent promotional content. Moreover, the village government’s role has not significantly supported tourism development, as reflected in ineffective allocation of village funds, limited regional budget and BUMDes support, and low policy prioritization of tourism. The study recommends strengthening managerial capacity, improving digital promotion strategies, and enhancing stakeholder collaboration to increase tourists’ visit intention. Keywords: Instagram, Village Government Role, Visit Intention, Tourism Village.
Co-Authors Anang Martoyo