Digital activism for sustainable tourism: Management of social media Instagram @travelxism through voluntrip activities

Firna Zahwa Firdausi, Zein Mufarrih Muktaf

Abstract


The advancement of information technology is rapidly transforming corporate communication activities. Social media platforms like Instagram have become a practical alternative for companies to promote a social movement, as demonstrated by the Instagram account @travelxism. This research aims to understand how digital activism efforts for sustainable tourism are carried out by the Instagram account @travelxism through Voluntrip activity content. The research method employed is qualitative with a case study approach. The research findings indicate that the practice of digital activism in fostering sustainable tourism through Voluntrip activities includes the following: 1) Build a social media account that focuses on environmentally friendly travel by utilizing the feeds, stories, highlights, reels, and mentions features; 2) Implementing the concept of sustainability, which includes volunteerism, charity, news, and visual action; 3) Optimizing visual actions that contain sustainable management, social-economy, culture, and environmental content; 4) Voluntrip content is uploaded regularly 3-4 times a week during prime time.


Full Text:

PDF

References


Adhyanti, W. P. (2022). Strategi Pengelolaan Media Sosial Instagram dalam Membangun Brand Image Kampung Inggris Bandung EPLC. EProceedings …, 9(3), 19. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/17975/17606

Alexander, J. L., Safitri, D., & Anindhita, W. (2022). The Circular Model of Some in Instagram Management (Case Study: Forum Human Capital Indonesia). Jurnal Komunikasi Indonesia, 10(2). https://doi.org/10.7454/jki.v10i2.13882

Ansari, F., Jeong, Y., Putri, I. A. S. L. P., & Kim, S. Il. (2019). Sociopsychological aspects of butterfly souvenir purchasing behavior at Bantimurung Bulusaraung National Park in Indonesia. Sustainability (Switzerland), 11(6), 1789. https://doi.org/10.3390/su11061789

Bilgin, Y. (2018). The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229

Emzir. (2018). Metode Penelitian Kualitatif: Analisis Data. Rajawali Pers.

Erlin Christiani, T. (2020). ANALISIS STRATEGI MEDIA SOSIAL DALAM MEMBANGUN BRAND IMAGE (Studi Pada Instagram Fujifilm Indonesia). Jurnal Visi Komunikasi, 19(1), 75. https://doi.org/10.22441/visikom.v19i1.9844

Fasa, A. W. H., Berliandaldo, M., & Prasetio, A. (2022). Strategi Pengembangan Desa Wisata Berkelanjutan Di Indonesia: Pendekatan Analisis Pestel. Jurnal DPR RI, 1(1), 71–87.

George, J. J., & Leidner, D. E. (2019). From clicktivism to hacktivism: Understanding digital activism. Information and Organization, 29(3), 100249. https://doi.org/10.1016/j.infoandorg.2019.04.001

Higgins, F., & Desbiolles. (2018). Sustainable tourism: Sustaining tourism or something more? Tourism Management Perspectives, 25(October), 157–160. https://doi.org/10.1016/j.tmp.2017.11.017

Inflact. (2023). PROFILE ANALYZER. https://inflact.com/tools/profile-analyzer/

International Year Of Sustainable Tourism For Development. (2017). United Nations World Tourism Organization. https://www.unwto.org/tourism4development2017

Juwita, R. (2017). Media Sosial dan Perkembangan Komunikasi Korporat. Jurnal Penelitian Komunikasi, 20(1), 47–60. https://doi.org/10.20422/jpk.v20i1.136

Karatzogianni, A. (2015). Firebrand Waves of Digital Activism 1994-2014: The Rise and Spread of Hacktivism and Cyberconflict. Palgrave. https://catalogue.nla.gov.au/catalog/6937513

Kaun, A., & Uldam, J. (2018). Digital activism: After the hype. New Media and Society, 20(6), 2099–2106. https://doi.org/10.1177/1461444817731924

Kemenparekraf. (2021). Strategi Digital Tourism dalam Menggaet Wisatawan. https://kemenparekraf.go.id/ragam-pariwisata/Strategi-Digital-Tourism-dalam-Menggaet-Wisatawan

Kriyantono, R. (2006). Riset Komunikasi. Kencana.

Lister, M., Dovey, J., Giddings, S., Grant, I., & Kelly, K. (2009). New media: a critical introduction. Routledge. http://books.google.com/books?id=gMx-AMRg3A0C&pgis=1

Meta. (2023). Tentang Insight Instagram di Creator Studio. https://id-id.facebook.com/business/help/468624583884783?id=203539221057259

Moleong, L. J. (2018). Metodologi Penelitian Kualitatif (ketiga pul). PT. Remaja Rosdakarya.

Muchtar, K., & Aliyudin, A. (2019). Public Relations Politik Partai Keadilan Sejahtera dalam Pemilukada Jawa Barat. Communicatus: Jurnal Ilmu Komunikasi, 3(1), 61–78. https://doi.org/10.15575/cjik.v3i1.5047

Piispa, M. (2023). Traveling by ground–young climate activists and the everyday utopia of sustainable travel. Applied Mobilities, 8(1), 81–96. https://doi.org/10.1080/23800127.2021.2015822

Rachmawati, I. N. (2007). Pengumpulan Data Dalam Penelitian Kualitatif: Wawancara. Jurnal Keperawatan Indonesia, 11(1), 35–40. https://doi.org/10.7454/jki.v11i1.184

Rahardjo, M. (2017). Studi Kasus dalam Penelitian Kualitatif: Konsep dan Prosedurnya.

Rainero, C., & Modarelli, G. (2020). The attractive power of rural destinations and a synergistic community cooperative approach: A “tourismability” case. Sustainability (Switzerland), 12(17). https://doi.org/10.3390/su12177233

Rosanti, R., Zubair, F., & Nugraha, A. R. (2020). Pengelolaan Media Sosial Peace Generation Indonesia Dalam Mengampanyekan Nilai-Nilai Perdamaian. Jurnal Spektrum Komunikasi, 8(1), 58–77. https://doi.org/10.37826/spektrum.v8i1.65

Statista. (2023). Number of Instagram users worldwide from 2020 to 2025. https://www.statista.com/statistics/183585/instagram-number-of-global-users/

Streimikiene, D., Svagzdiene, B., Jasinskas, E., & Simanavicius, A. (2021). Sustainable tourism development and competitiveness: The systematic literature review. Sustainable Development, 29(1), 259–271. https://doi.org/10.1002/sd.2133

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. ALFABETA.

Travelxism. (2023). About Travelxism. https://www.travelxism.com/about

Wearne, S. (2018). Tourism Development and Whaling—Heritage as Sustainable Future. Tourism Planning and Development, 15(1), 89–95. https://doi.org/10.1080/21568316.2017.1336474

Wise Steps. (2023). Dinamika Pertumbuhan Pasar Pariwisata Berkelanjutan serta Kecenderungannya dalam Berwisata. https://wisestepsconsulting.id/blog/dinamika-pertumbuhan-pasar-pariwisata-berkelanjutan




DOI: https://doi.org/10.12928/sylection.v3i1.14038

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Symposium of Literature, Culture, and Communication (SYLECTION) 2023



Contact person:

Ms. Divani +62 812 2531 1510
Mr. Resnery +62 852 7899 0181
Ms. Kamila Salsabela +62 813 2535 0809
Mrs. Tristanti +62 811 1773 473

Email:
sylection@fsbk.uad.ac.id

Instagram or TikTok: fsbk_uad

 

Symposium of Literature, Culture, and Communication (SYLECTION) is licensed under CC BY-SA 4.0