Utilizing Social Media in Tourism Industry Sustainability Strategy in Indonesia Post COVID-19 Pandemic

Abstract

This study aims to analyze the Indonesian government’s social media as a follow-up to promote the tourism industry after the COVID-19 pandemic. This study used a Qualitative Data Analysis Software (QDAS) approach. The source of this research data was @Kemenparekraf, the Ministry of Tourism and Creative Economy’s official Twitter account. The research data analysis phase used the NvivoPlus12 software tools to present descriptive quantitative data. The results of data analysis showed that @Kemenparekraf social media had high activity in November with 181 tweets and at least 126 tweets in August. Each information on the Ministry of Tourism’s Twitter account was different, thus confirming that the Ministry of Tourism and Creative Economy’s account was active in providing information about tourism and the cultural wealth of Indonesia. Social media utilization was carried out through various promotions through hashtags. The results showed that the Ministry of Tourism and Creative Economy had three different hashtags with the highest percentage of hashtags #sobatparekraf with 249 tweets, #wonderfulindonesia with 149 tweets, and #bangkitbersamakemenparekraf with 80 tweets. The hashtag continues to be massively carried out to provide information related to the policies during the COVID-19 pandemic. Of the three hashtags, the highest one showed that the Ministry of Tourism and Creative Economic accounts’ content provided information about tourism and Indonesian culture, which is expected to provide more knowledge to the audience.

Keywords: Social Media, COVID-19, Tourism, Strategy

DOI: 10.54941/ahfe1002805