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All Journal Bogor Hospitality Journal
Putu Sri Handayani
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Peran PERAN MEDIA SOSIAL INSTAGRAM @UMAH_GRINGSING_TENGANAN DALAM MEMPERTAHANKAN EKSISTENSI DESA WISATA TENGANAN: THE ROLE OF INSTAGRAM SOCIAL MEDIA @UMAH_GRINGSING_TENGANAN IN MAINTAINING THE EXISTENCE OF TENGANAN TOURISM VILLAGE Putu Sri Handayani; Krisna Naraiswari, Ayu Nanda; Dian Sasmitha Diarta, Ni Luh Gede
Bogor Hospitality Journal Vol 8 No 2 (2024): Desember 2024
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Pariwisata Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55882/bhj.v8i2.132

Abstract

This research aims to explore the effectiveness of the Instagram account @umah_gringsing_tenganan in promoting the Tenganan Tourism Village, with a focus on the marketing communication strategies used and their impact on increasing tourist visits. The background to this research is the increasing competition in the tourism sector, especially in the digital era, where social media has become an important tool for introducing culture and tourist destinations. The method used is a descriptive qualitative approach, with data collection through in-depth interviews with Instagram account managers and analysis of uploaded content. The research results show that the @umah_gringsing_tenganan account has strengths in attractive visualization and in-depth cultural storytelling, which successfully builds an emotional connection with the audience. However, the weakness lies in the quality of the content due to limited resources and experience of the management team. Opportunities include cultural tourism trends and potential collaborations with influencers, while threats faced include competition with other destinations and the spread of misinformation. The conclusion of this research confirms that an effective marketing communication strategy through social media can increase the visibility and attractiveness of the Tenganan Tourism Village, as well as make a significant contribution to tourist visits. Therefore, it is recommended that account managers continue to develop interesting content and consider collaborating with other parties to increase village exposure.
- PRAKTIK GLOKALISASI MELALUI MEDIA SOSIAL INSTAGRAM DALAM UPAYA MEMBANGUN CITRA PARIWISATA DESA TENGANAN PEGRINGSINGAN: - Putu Sri Handayani; -, Ayu Nanda Krisna Naraiswari; -, Ni Luh Gede Dian Sasmitha Diarta
Bogor Hospitality Journal Vol 9 No 2 (2025): Bogor Hospitality Journal
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Pariwisata Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55882/bhj.v9i2.159

Abstract

This study aims to identify and analyze glocalization practices in managing the Instagram account @umah_gringsing_tenganan as a strategy to build the cultural tourism image of Tenganan Pegringsingan Village, Bali. Using a descriptive qualitative approach, data were collected through in-depth interviews with the account owner and six tourists who had interacted with the account, as well as content observation and digital documentation. The findings reveal that the account effectively promotes and represents local culture by highlighting the Gringsing weaving process, traditional rituals, and daily life in the Bali Aga community. Glocalization is reflected through the use of popular hashtags, collaboration with local figures, and English language background music. However, limitations remain in the use of bilingual captions and the emotional depth of visual storytelling. Although the content is produced with simple tools, this simplicity enhances the authenticity and sincerity of the cultural narrative. The study concludes that Instagram serves not only as a promotional medium but also as a digital space for preserving local identity with global reach. These findings imply the need to strengthen content strategies through interactive educational formats and creative narratives to bridge traditional values with the expectations of a global digital audience.
Co-Authors -, Ayu Nanda Krisna Naraiswari -, Ni Luh Gede Dian Sasmitha Diarta Dian Sasmitha Diarta, Ni Luh Gede Krisna Naraiswari, Ayu Nanda