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All Journal JADECS (Journal of Art, Design, Art Education and Culture Studies) Home Economics Journal Santhet: (Jurnal Sejarah, Pendidikan Dan Humaniora) Journal of Research on Business and Tourism Jurnal Sains Terapan : Wahana Informasi dan Alih Teknologi Pertanian Bogor Hospitality Journal Pesona Pariwisata JURNAL SOSIAL TERAPAN (JSTR) Sadar Wisata: Jurnal Pariwisata
Kania Sofiantina Rahayu
Program Studi Ekowisata, Sekolah Vokasi, IPB University
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Veterinary Other

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INSTAGRAM-BASED PROMOTIONAL MODEL FOR PENDOWOREJO TOURISM VILLAGE YOGYAKARTA PROVINCE : Model Promosi Berbasis Instagram untuk Desa Wisata Pendoworejo, Provinsi Yogyakarta Rahayu, Kania Sofiantina; Rana Wardah; Natasha Indah Rahmani; Helianthi Dewi; Rini Untari; Teguh Jati Purnama
Santhet: (Jurnal Sejarah, Pendidikan Dan Humaniora) Vol 10 No 2 (2026): SANTHET: (JURNAL SEJARAH, PENDIDIKAN DAN HUMANIORA) 
Publisher : Proram studi pendidikan Sejarah Fakultas Keguruan Dan Ilmu Pendidikan Universaitas PGRI Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36526/santhet.v10i2.7827

Abstract

This study aims to develop an Instagram-based digital promotion model for Pendoworejo Tourism Village, Yogyakarta Province, in order to strengthen destination branding and improve the effectiveness of tourism marketing communication. The primary issues identified include the absence of a structured digital promotion system, inconsistent posting frequency, weak visual identity, and limited audience engagement on the official Instagram account of the tourism village. A mixed-methods approach was employed using the Design Thinking framework, consisting of the stages of empathize, define, ideate, prototype, and test. Data were collected through observation, in-depth interviews, questionnaires administered to 34 tourists, and documentation of the existing Instagram account. The findings reveal that tourists’ evaluations of content quality, visual design, captions, hashtags, engagement, and posting consistency were predominantly categorised as low to very low. During the ideation stage, an integrated promotional model was formulated, comprising strategies for informative, educational, promotional, and entertaining content; the development of a coherent visual identity based on colour schemes, typography, and communication tone; the optimisation of Instagram features such as reels, stories, and hashtags; and the preparation of a structured content calendar. The prototype stage produced an Instagram feed design and Story templates that more effectively represented the village’s natural and cultural attractions. Results from the limited testing phase indicate that the proposed model was perceived as easy to understand, practical to implement, and supportive of more systematic promotional management. This study concludes that an Instagram-based promotion model developed through the Design Thinking approach is effective in strengthening the branding of tourism villages and may serve as a reference for digital promotion strategies in similar destinations. The contribution of this research lies in the formulation of a structured, contextual, and user-centred digital promotion model for tourism villages.
Co-Authors Anida Shafa Salsabila Putri Arraniri, Fahma Faradisa Avianto, Ghifari Budiansyah, Nazwa Anindika Dyah Prabandari Dyah Prabandari Fami, Amata Helianthi Dewi Ilyasa, Alfath Yudha Insan Kurnia Irma Rasita Gloria Barus Kardina, Jessi Raisa Melewanto Patabang Natasha Indah Rahmani Natasha Indah Rahmani Natasha Indah Rahmani Natasha Indah Rahmani Prabandari, Dyah Purnama, Ratu Putri, Ardaneswara Rahmani, Natasha Indah Ramdhani, Rafy Rana Wardah Rini Untari Rizkiriani, Annisa Rosalia, Melva Teguh Jati Purnama Untari, Rini