The Usage of Instagram to Promote Pule Payung As a Community Based Tourism in Kulon Progo Regency, Yogyakarta

¹ Department of Communication, Universitas Muhammadiyah Yogyakarta, Indonesia
² Department of Public Policy, National University of Modern Languages, Pakistan
³ Department of Communication, Universitas Gajah Mada, Indonesia

^* Corresponding author: yenirosilawati@gmail.com

Abstract

One of the provinces in Indonesia, namely the Special Region of Yogyakarta, has tried various things to restore the tourism economy in the area. Kulon Progo is one of the regency in the special Region of Yogyakarta that the areas that is developing its tourism potential. Kulon Progo regency offers various tourist destinations from natural tourism, cultural tourism, artificial tourism, to tourist villages. One of the Kulon Progo tourist destinations that is in the spotlight of tourists is Pule Payung Hill. This research used a qualitative descriptive approach with the focus on descriptive studies. Data was collected through in-depth interviews and documentation. The data was collected through in-depth interviews with the leader of Farmer’s Group, the manager of Social Media of Instagram (IG) of Pule Payung (@pulepayung) and the visitors of Pule Payung. Research found that marketing communication using Instagram (IG) consideredas an effective model of promotion in the Pule Payung. The kind of promotional content, the timing of posts, user interaction, and product visualization are some of the aspects that can affect students’ interest in signing up for an Instagram account implication.