Analysis of the Influence of the Use of Instagram Social Media in the Promotion of Lake Toba Tourism Objects 2024
DOI:
https://doi.org/10.37899/mjds.v2i1.187Keywords:
Instagram, Tourism Promotion , Social Media Dependency, Brand Awareness , Tourist VisitsAbstract
This study aims to analyze the influence of Instagram social media usage in promoting Lake Toba tourism on increasing brand awareness and tourist visits in the post-pandemic period. The survey was conducted with 49 respondents who are productive-age tourists and actively use Instagram as a source of travel information. The results show that the majority of respondents frequently see promotional content about Lake Toba on Instagram and consider the platform a primary source of information when planning trips. More than 80% of respondents expressed interest in visiting Lake Toba after seeing promotional content on Instagram, and 85% of them seek travel information through the platform. Instagram also creates positive associations with Lake Toba’s image and encourages word-of-mouth promotion. These findings confirm that Instagram plays a significant role in building brand awareness and increasing tourists’ interest and decisions to visit Lake Toba.
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