Analisis Strategi Pemanfaatan Media Sosial Instagram dalam Promosi Event di Squirell Production sebagai Upaya Pengembangan Pariwisata Alternatif

Abstract

This study aims to analyze the Instagram utilization strategies employed by Squirell Production In promoting its events and to examine their role in supporting the development of alternative tourism. This study used a descriptive qualitative approach involving eight informants selected through purposive sampling. Data were collected through observation, interview, and documentation. The findings revealed that Squirell Production’s Instagram promotion strategy was built upon four main aspects: visual identity, storytelling, the use of the Reels feature, and audience interaction. These strategies contributed to building the introducing alternative tourism values such as authenticity, exploration, and community involvement. Based on the findings, it can be concluded that Instagram serves as an effective promotional medium for introducing Squirell Production’s events and communicating alternative tourism values to audiences. Future research is recommended to examine the effectiveness of Instagram promotional strategies using quantitative approaches and a broader range of respondents.