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I Gde Pitana, I Gde
Tourism Doctoral Program, Udayana University
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Medicine & Pharmacology Public Health Social Sciences Other

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Journal : inject interdisciplinary journal of communication

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Social Media Usage Patterns by Klungkung Regional Tourism Authority During 2023 Recovery Period: A Content Analysis Purnawan, Ni Luh Ramaswati; Pitana, I Gde
INJECT (Interdisciplinary Journal of Communication) Vol. 11 No. 1 (2026)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v11i1.4878

Abstract

While government authority has a vital role in tourism management and destination marketing, social media serves as an essential tool in tourism communication and promotion. The shifts in consumer digital behavior, especially in the aftermath of the pandemic, created potential and challenges for government authorities to embrace social media in driving tourism recovery. This study explores the social media usage pattern of local government in post-pandemic tourism recovery, focusing on the Klungkung Regional Tourism Authority. Using content analysis methodology, social media posts were studied from official social media accounts of the authority (Facebook, Instagram, YouTube, and TikTok) from January to April 2023. The result indicated that while the authority maintains its online presence on multiple platforms, engagement strategies remain suboptimal, marked by irregular posting patterns, low interactivity, and inconsistent hashtag usage. This study also revealed a significant gap in platform popularity and actual usage effectiveness. This study contributes to social media in tourism promotion literature, and the practical implications are discussed.
Co-Authors ANAK AGUNG ISTRI MAS SURYA LAKSMI Anak Agung Putu Agung Suryawan Wiranatha Herry Arianto I Gede Setiawan Adi Putra I GUSTI AYU AGUNG LIES ANGGRENI I Ketut Suamba I Ketut Surya Diarta I Made Budiarsa I Made Sarjana I Nyoman Darma Putra I Nyoman Sukma Arida I Nyoman Sunarta I Nyoman Sunarta I Putu Ananda Citra I PUTU MAYUN MAHENDRA Indra Bhaskara, Gde Ingryt Grity Adipati IZZA, QOMARATUL LEDI INUSUKA GINTING NI KADEK AYU PUTRI DITA SARI Ni Luh Ramaswati Purnawan NI MADE CLASSIA SUKENDAR Ni Wayan Purnami Rusadi Nyoman Darma Putra Nyoman Parining PASARIBU, JOSEPA PUTRI, NI LUH MADE TARINA NANDA HARUM SASTIARI, GUSTI AYU NINDIA UTAMI, PUTU ANINDITHA CAHYA