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All Journal JURNAL PUSTAKA KOMUNIKASI
Aulia Neva Zefanya
Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya
Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Konten Promosi Wisata pada Akun Instagram @kotalamasurabaya Terhadap Minat Berkunjung Wisatawan Aulia Neva Zefanya; Ratih Pandu Mustikasari
Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v9i1.5590

Abstract

This study was motivated by the development of Kota Lama Surabaya as a heritage tourism destination, which was officially launched in July 2024. As a new tourist destination, effective promotional strategies are needed to increase tourist interest. One of the promotional media used is the Instagram account @kotalamasurabaya. However, the effectiveness of promotional content in influencing visitor interest has not been empirically researched. This study uses a quantitative approach with an explanatory research design. The research population consists of followers of the @kotalamasurabaya Instagram account, with the sample determined using purposive sampling, namely active Instagram users aged 17–35 years who follow the account. Data were collected through an online questionnaire using a 1–4 Likert scale and analyzed using SPSS version 27. This study uses the Stimulus–Organism–Response (S–O–R) theory to explain the influence of promotional content on audience response and interest in visiting. The results show that promotional content influences tourists' interest in visiting through the aspects of relevance, accuracy, ease of understanding, and ease of access to information.
Co-Authors Ratih Pandu Mustikasari