Travel Murah Jogja’s Instagram Content Management at post Covid-19 Pandemic

Nabila Hafifah; Erwan Sudiwijaya; Aly Aulia

doi:10.12928/sylection.v1i1.11286

Travel Murah Jogja’s Instagram Content Management at post Covid-19 Pandemic

Nabila Hafifah, Erwan Sudiwijaya, Aly Aulia

Abstract

Purpose. The Covid-19 task force issued Letter Number 18 of 2022 regarding the rule for domestic travel during the Covid-19 pandemic. This led to an increase in the number of tourists coming to Yogyakarta. Tourist interest in visiting Yogyakarta can be seen from the increase in followers from tourist information provider accounts, one of which is @travelmurahjogja which has increasing numbers of followers despite the productivity of content creation has decreased from 2019 – 2021. This research aims to understand the content management of Travel Murah Jogja through Instagram @travelmurahjogja in response to the increasing tourist interest.

Design/Methodology/Approach. The methodology in this research is descriptive qualitative. The data was obtained from interviews with the owner and admin of social media @travelmurahjogja, observations on the official Instagram @travelmurahjogja, and documentation of reports in online media.

Finding. @travelmurahjogja manages the content on its Instagram to target the middle to lower market share. The idea and planning of content that is neatly arranged and uses bright color tones.

Suggestion. It is recommended that Travel Murah Jogja further deepen the evaluation by utilizing the insight feature to maximize the performance of post-distribution content.

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