THE USE OF INSTAGRAM SOCIAL MEDIA IN REGIONAL TOURISM BRANDING: A STUDY OF THE @visit.langkat ACCOUNT

Stevani Stevani, Lies Utami Efni Safitri

Abstract


This study aims to analyze the use of Instagram as a tool for regional tourism branding through the @visit.langkat account using the Stimulus-Organism-Response (SOR) theory approach. The research employs a descriptive qualitative method with data collection techniques including observation, in-depth interviews, and documentation. The results show that visual content such as photos and videos of natural attractions, adventure activities, and tourist experiences serve as effective stimuli in attracting audience attention. These stimuli are processed by the audience, leading to the formation of positive perceptions of Langkat Regency tourism, such as being natural, attractive, and diverse. The responses generated include increased interest in visiting, curiosity, and actions to seek further information about the destinations. However, the study also finds limitations in the lack of detailed information regarding access, ticket prices, and facilities. Overall, Instagram is proven to be an effective medium for tourism branding, but it needs to be supported by more complete and consistent information delivery.

Keywords


Instagram, tourism branding, SOR, audience perception, visit intention

Full Text:

PDF

References


Infrastruktur, P. (2027). Strategi Komunikasi Branding Kawasan Ekonomi Khusus Mandalika dalam Membangun Citra Destinasi Investasi Pariwisata dan Infrastruktur. 8(02), 385–401.

Konten, P., Digital, V., Mempromosikan, D., Alam, W., Terjun, A. I. R., & Dinding, B. (2025). Peran konten visual digital dalam mempromosikan wisata alam air terjun batu dinding riau. 7(3), 73–78.

Kusuma, D. A., Yendra, M., Bakhtiar, R., & Takdir, M. (2024). Ekasakti Jurnal Penelitian Dan Pengabdian Pengaruh Media Sosial Terhadap Pola Komunikasi Pemerintah Dan Masyarakat Dalam Era Digital. 5(1), 23–32.

Made, N., Sedaniati, S., Sekarti, N. K., Ayu, I., & Puspa, S. (2023). Peran Media Sosial Instagram ( IG ) Sebagai Media Promosi di D ’ Sophia Florist Bali. 2(2), 142–152. https://doi.org/10.52352/jham.v2i2.1166

Mantiri, A. F., Rahadian, W. R., & Fahrunisa, A. S. (2024). PERAN MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRAND AWARENESS ( STUDI AKUN @ lavatourmerapi _ Id ) [ THE ROLE OF INSTAGRAM SOCIAL MEDIA IN BUILDING BRAND AWARENESS ( STUDY OF @ lavatourmerapi _ Id ACCOUNT )]. Bogor Hospitality Journal, 8(2), 47–57.

Media, P., Dalam, S., Citra, M., & Menarik, P. Y. (n.d.). ISSN 2356-3966 E-ISSN: 2621-2331 D. Andzani, D. Virgin, N. Setijadi Peran Media Sosial…. 11(1), 188–195.

Nurhasna, L. S., & Azhar, A. A. (2025). Analisis Konten Akun Instagram @explore_kabupaten_simalungun pada Minat Wisatawan ke Kebun Teh Sidamanik. JKOMDIS : Jurnal Ilmu Komunikasi Dan Media Sosial, 5(2), 444–452. https://doi.org/10.47233/jkomdis.v5i2.2905

Pengabdian, J., Sapangambei, M., Hitei, M., Hendrawan, Y., Saragih, J., Girsang, Y., Purba, T., Sinaga, N., Indayang, R., & Aminun, M. (2025). PEMANFAATAN MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA. 5, 205–213.

Pratiwi, C., Komsiah, S., Yunarti, S., Gunasih, A., Jl, A., Diponegoro, P., Rw, R. T., Senen, K., & Pusat, K. J. (2025). Peran Media Sosial Dalam Membangun Citra Destinasi Pariwisata Di Indonesia. 9(2), 877–893.

Purba, H. (2022). User Generated Content dan Pemanfaatan Media Sosial Dalam Perkembangan Industri Pariwisata : Literature Review. 9(2), 229–238.

Putri, J. S., & Hitipeuw, V. M. (2023). Peran Media Sosial Instagram dalam Pembentukan Kepribadian Gen Z Kecamatan Sumbersari Kabupaten Jember. 1(2).

Rachman, A. (2024). Pengaruh Media Sosial Instagram @ tmiiofficial Terhadap Minat Berkunjung ke TMII. 1(5), 344–352.

Romadhona, A., Rifqi, A., Pendidikan, M., Pendidikan, F. I., & Surabaya, U. N. (n.d.). PERAN MEDIA SOSIAL DALAM MENDUKUNG IMPLEMENTASI.

Tanjung, D. P., Kurniawan, G. O., Wahyu, J., & Prawiro, H. (2024). Analisis Pengelolaan Media Sosial Instagram Sebagai Media Promosi Kawasan Wisata Bendungan Karian Di. 1, 1–19.

Wandari, O. A., & Pebriana, R. (2026). “ Komunikasi Public R elations Digital Pada Instagram Sebagai Upaya M eningkatkan Brand Perception : Studi Akun @ Pathischocolade .” 6(1), 2045–2054




DOI: http://dx.doi.org/10.30829/jai.v15i2.29032

Refbacks

  • There are currently no refbacks.


Copyright (c) 2026 Stevani Stevani, Lies Utami Efni Safitri

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Based on a work at http://jurnal.uinsu.ac.id/index.php/analytica/
 
Publisher:
Program Pascasarjana
Universitas Islam Negeri Sumatera Utara