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All Journal Canrea Journal: Food Technology, Nutritions, and Culinary Journal Jurnal Bisnis Hospitaliti Jurnal Gastronomi Indonesia The Journal Gastronomy Tourism Jurnal Pengabdian Kepada Masyarakat MAKARDHI Public Health and Preventive Medicine Archive Indonesian Journal of Applied and Industrial Sciences (ESA) Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO) Jurnal Ilmiah Pariwisata
Ni Putu Eka Trisdayanti
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Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences

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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 A.A Ketut Pujawan AA. Gd. Putra K.P. Dalem AA. Gd. Putra KP. Dalem Anak Agung Ketut Alit Pujawan Atmaja, I Made Purwa Dana Dalem, Anak Agung Gd Putra K.P Daneswara, Kadek Ryan Gede Adi Sistha Winata Hardina Hendrayana , Made Hendrayana, I Made I Gede Relung Swastyayana I Gusti Ayu Putu Wita Indrayani I Made Ade Kusuma Putra I Made Hendrayana I Made Purwa Dana Atmaja I Made Rumadana I Nengah Sujaya I Nyoman Sunada Jananta, I Made Gede Trisna K.P Dalem, Anak Agung Gd Putra Kartini, Luh Putu Kristiana, Nina Indra Made Purwa Dana Atmaja Martadjaya, I Gusti Made Iwan Dusanta Ni Made Tirtawati Pande Made Calvin Agastya K.D Putu Gede Eka Darmaputra Rumadana, I Made Sawitri, Anak Agung Sagung Sudiarta, Ngakan Putu Sunada, I Nyoman Swandeni, Ni Kadek Winata, Gede Adi Sistha