MEMBEDAH INSTAGRAM: ANALISIS ISI MEDIA SOSIAL PARIWISATA BALI
(1) Program Studi Psikologi, Fakultas Ekonomika dan Humaniora, Universitas Dhyana Pura, Bali
(2) Program Studi Psikologi, Fakultas Ekonomika dan Humaniora, Universitas Dhyana Pura, Bali
(3) Program Studi Psikologi, Fakultas Ekonomika dan Humaniora, Universitas Dhyana Pura, Bali
(4) Program Studi Psikologi, Fakultas Ekonomika dan Humaniora, Universitas Dhyana Pura, Bali
(5) Program Studi Psikologi, Fakultas Ekonomika dan Humaniora, Universitas Dhyana Pura, Bali
Abstract
Abstrak. Instagram dan media sosial bertautan erat dengan perkembangan dunia pariwisata. Penelitian deksriptif kualitatif ini mencermati akun media sosial yang fokus pada pariwisata di Bali dan menganalisis bagaimana interaksi pengguna Instagram dengan muatan yang diunggah oleh akun tersebut. Penelitian ini menggunakan pendekatan kualitatif analisis isi (content analysis) yang dilakukan terhadap sepuluh akun media sosial dengan pengikut terbanyak dan seratus unggahan terakhir masing-masing akun. Gambar, keterangan gambar, dan hashtag yang dipakai kemudian dibandingkan dengan memperhatikan preferensi pengguna Instagram. Sebagai uji silang, komparasi terhadap hasil focus group discussion dilakukan untuk meningkatkan keyakinan terhadap temuan data. Hasil riset mengungkap berbagai tipe gambar yang diunggah. Preferensi pengguna atau pengikut akun cenderung mengarah pada gambar yang menunjukkan kesan alamiah, sederhana, serta memiliki keterangan yang informatif.
Abstract. Instagram and social media are loosely inter-related with tourism development. This descriptive qualitative research aims to investigate social media accounts which focus on Bali tourism. It analyzed interaction between Instagram users activity and uploaded posts by those accounts. This research employed qualitative content analysis approach which was addressed towards ten major accounts with most followers and one hundred recent posts from each account. Pictures, captions, and hashtags are alligned with users preferences. As a cross-check, focus group discussion were held to increase confidence. Results show various types of picture. Users or followers incline to prefer pictures with more naturalistic and simplistic feel while also retaining detailed information.
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