Promotion Analysis of Embung Potorono Tourism Destination through Social Media: Netnographic Approach

Abstract

This research aims to analyze promotional strategies carried out through social media tointroduce and increase the attractiveness of Potorono reservoir as a tourist destinationin Banguntapan, Bantul. The method of this research employs qualitative method and inanalyzing the data, the researcher applies netnographic approach which focuses oncommunity social behavior in digital media. This research observes the interactions ofsocial media users, especially through the Instagram and Google Review platforms, whichare related to the promotion of Potorono reservoir. The data were collected throughcontent observation, comments and interactions between official tourist destinationaccount managers and social media users. Meanwhile, the analysis of this research iscarried out to understand the effectiveness of promotional messages, audienceengagement and response to the campaigns carried out. The research results show thatthe use of social media is effective in building awareness and creating interest inPotorono reservoir, especially through visual content and interesting story narratives.User participation in sharing their experiences is also an important factor in creatingorganic promotions.