SOCIAL MEDIA CONTENT MANAGEMENT ON INSTAGRAM @VISITINGJOGJA AS OFFICIAL MEDIA CHANEL OF YOGYAKARTA TOURISM BOARD DURING COVID-19 PANDEMIC

S. Chotijah, Diyah Indiyati, M. Muhlis, Hartin Nur Khusnia
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Abstract

Tourism is the most affected sector by the Covid-19 pandemic. New normal paradigms require adaptations and innovation especially for communication. The Covid-19 pandemic has been changes marketing paradigms, media strategies and tourism promotion methods. Yogyakarta is the second popular destination in Indonesia after Bali. @Visitingjogja as the official Instagram account of the Yogyakarta provincial tourism office has changed the management of social media content as an effort to deal with the Covid-19 pandemic. This change was made to accommodate information needs, adjust conditions and fulfill public information in terms of tourism during the Covid-19 pandemic. This research was conducted in 2021 for 6 months from March to August with a qualitative descriptive research approach. Data collections used in this research were the observation method on the @visitingjogja account and in-depth interviews with the head of tourism information staff and social media admins. The results of this study show about changing of human resource team during pandemic with skill and specialization for social media strategic, changing the management technique, and changing the social media content. @visitingjogja changed its contents from destination and event promotion to public policy for tourism sector during Covid-19 pandemic like vaccination programs, health protocols with various contents like videos, photos and Instagram reels. Social media algorithm, impression and public respond are the most affected in content management by the weekly evaluation.
在2019冠状病毒病大流行期间,作为日惹旅游局官方媒体渠道,管理instagram @visitingjogja的社交媒体内容
旅游业是受Covid-19大流行影响最大的部门。新常态需要适应和创新,尤其是在沟通方面。新冠肺炎疫情已经改变了营销模式、媒体策略和旅游推广方法。日惹是印尼仅次于巴厘岛的第二大热门旅游目的地。日惹省旅游局的官方Instagram账号@Visitingjogja改变了社交媒体内容的管理方式,以应对新冠肺炎大流行。这一变化是为了适应新冠肺炎大流行期间旅游方面的信息需求,调整条件,完善公共信息。本研究于2021年3月至8月进行,为期6个月,采用定性描述性研究方法。本研究使用的数据收集方法是对@visitingjogja账号的观察法,以及对旅游信息负责人和社交媒体管理员的深度访谈。本研究的结果表明,在大流行期间,人力资源团队的变化具有社交媒体战略的技能和专业化,改变了管理技术,改变了社交媒体内容。@visitingjogja将其内容从目的地和活动推广更改为Covid-19大流行期间旅游部门的公共政策,如疫苗接种计划,健康协议等各种内容,如视频,照片和Instagram视频。每周评估对内容管理的影响最大的是社交媒体算法、印象和公众反应。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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