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Journal : Jurnal Ilmiah Pariwisata

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Lensa Netnografi: Analisis Sentimen Untuk Peningkatan Engagement Konten Promosi Pariwisata Melalui Film “The Last Of Us 2 Swandeni, Ni Kadek; Indrayani, I Gusti Ayu Putu Wita; Trisdayanti, Ni Putu Eka; Darmaputra, Putu Gede Eka; Tirtawati, Ni Made
Jurnal Ilmiah Pariwisata Vol 29 No 2 (2024): Jurnal Ilmiah Pariwisata
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat, Institut Pariwisata Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30647/jip.v29i2.1798

Abstract

This study aims to analyze sentiments in the Instagram post @kemenparekraf.ri regarding the film "The Last of Us 2" and its impact on increasing engagement in promotional content through an infrequently employed approach. The research intends to investigate the effect of using dramatic content in promoting the film "The Last of Us 2" on the Instagram account @kemenparekraf.ri in enhancing audience engagement using a netnography approach. A qualitative research method was employed by collecting data through online observation of content posted on January 24, 2023. Findings indicate that the use of dramatic content significantly increased audience engagement, with an engagement rate reaching 17.7%, although the majority of sentiments expressed were negative. The practical implications of this research are to provide recommendations for government social media managers to exercise greater caution in determining promotional content, while theoretically contributing to the understanding of the netnography approach in the context of tourism promotion. Keywords: netnography, promotion, sentiment, tourism
Co-Authors Anak Agung Istri Ratna Sari Wulan Dewa Gede Putra Dianasari, Dewa Ayu Made Lily Grace, Gabriela I Gede Darmawijaya I Gusti Agung Gede Witarsana I Gusti Ayu Niken Launingtia, I Gusti Ayu Niken I Gusti Ayu Putu Wita Indrayani I Wayan Redi Aryanta I Wayan Sunarsa, I Wayan Ida Ayu Sri Puspa Adi Iswarini, Ni Ketut Kalpikawati, Ida Ayu M. Tanggap Sasmita Ni Kadek Indri Meliati Ni Ketut Sekarti Ni Made Sri Rukmiyati Ni Made Tirtawati Ni Putu Eka Trisdayanti Pitanatri, Made Uttari Putra, Dewa Gede Putu Arin Melia Nugrahani Sekarti, Ni Ketut Seniartha, I Wayan Sulistyawati, Ni Luh Ketut Sri Swandeni, Ni Kadek Vania Dwiokta Prameswari Wayan Melano