The Effectiveness of Instagram Social Media as a Promotional Media at Bali Zoo Gianyar Tourist Attraction

I Made Sugi  Widyantara; I Wayan  Mertha; Ida Bagus Gede Agung  Widana

doi:10.55927/marcopolo.v2i9.11187

Authors

I Made Sugi Widyantara Program Studi Destinasi Pariwisata, Politeknik Pariwisata Bali
I Wayan Mertha Program Studi Destinasi Pariwisata, Politeknik Pariwisata Bali
Ida Bagus Gede Agung Widana Program Studi Destinasi Pariwisata, Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/marcopolo.v2i9.11187

Keywords:

Effectiveness, Instagram Social Media, Promotional Media, AIDA, Bali Zoo Gianyar

Abstract

Bali Zoo Gianyar tourist attraction is one of the tourist attractions that uses social media, especially Instagram as a promotional medium, therefore it is very important to know the effectiveness of social media in promoting a tourist attraction. The purpose of this study was to determine the effectiveness of Instagram social media as a promotional medium for Bali Zoo Gianyar tourist attraction. The respondents used were 100 domestic tourists with a quantitative approach with the AIDA analysis model. The results of this study show the Attention dimension (effectiveness = 75.6%); Interest dimension (effectiveness = 78.6%); Desire dimension (effectiveness = 68.5%); and Action dimension effectiveness = 68.1%). From the percentage results for each AIDA dimension, Instagram social media @BaliZoo is effective as a promotional medium for Bali Zoo Gianyar Tourist Attraction.

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