Yogyakarta Tourism Promotion using User-Generated-Content Feature

Ayu Amalia, Erwan Sudiwijaya


The interactivity feature on social media raises crucial aspects in the era of user generated content, where internet users act as producers and consumers of media content. Tourism as an important sector of the Special Region of Yogyakarta. This study described the dynamics of Instagram account user communication in conducting recommendations on natural tourism spots in Yogyakarta, researchers conducted an analysis based on uploaded content typology, corelated with user generated content, also described the process of data analysis using social media analytics tools obtaining data based on specific keywords or trending topics, such as hashtags usage from Instagram account with tourism photography themed, known as @explorejogja. As resulted, there are recommendation type of engagement, followed by invitation to visits tourism destination, and review-like type of engagement, all derived and formulated from @explorejogja’s followers. Instagram, as a social media based on visual sharing feature, appropriate utilized as a media to promote tourism potential, especially in Yogyakarta, given the tendency of its engagement is organic, to motivate Instagram users to visit tourism potentials, as is conducted @explorejogja for tourism potential located in the Yogyakarta region.


Instagram; Tourism Promotions; User-generated-content; Social Media Analytics

Full Text:



Chung, N., Han, H., & Koo, C. (2015). Adoption of travel information in user-generated content on social media: the moderating effect of social presence. Behaviour & Information Technology, 34(9), 902–919.

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management.

Dinas Pariwisata DIY. (2016). Executive Summary Analisis Daya Saing Produk Wisata Ecotourism - Dinas Pariwisata Daerah Istimewa Yogyakarta. Visitingjogja.Com. https://visitingjogja.com/7677/executive-summary-analisis-daya-saing-produk-wisata-ecotourism/

Dwivedi, M., Yadav, A., & Venkatesh, U. (2011). Use of social media by national tourism organizations: a preliminary analysis. Information Technology & Tourism, 13(2), 93–103.

Fatanti, M. N., & Suyadnya, I. W. (2015). Beyond user gaze: How Instagram creates tourism destination brand? Procedia-Social and Behavioral Sciences, 211, 1089–1095.

Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92.

Han, W., McCabe, S., Wang, Y., & Chong, A. Y. L. (2018). Evaluating user-generated content in social media: an effective approach to encourage greater pro-environmental behavior in tourism? Journal of Sustainable Tourism, 26(4), 600–614. https://doi.org/10.1080/09669582.2017.1372442

Herrero, Á., San Martín, H., & Hernández, J. M. (2015). How online search behavior is influenced by user-generated content on review websites and hotel interactive websites. International Journal of Contemporary Hospitality Management.

Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27–41.

Krumm, J., Davies, N., & Narayanaswami, C. (2008). User-generated content. In IEEE Pervasive Computing (Vol. 7, Issue 4, pp. 10–11). https://doi.org/10.1109/MPRV.2008.85

Lister, M., Dovey, J., Giddings, S., Grant, I., & Kelly, K. (2009). New media: A critical introduction. Taylor & Francis.

Mayer-Schönberger, V. (2011). Delete: The virtue of forgetting in the digital age. Princeton University Press.

Narangajavana Kaosiri, Y., Callarisa Fiol, L. J., Moliner Tena, M. A., Rodriguez Artola, R. M., & Sanchez Garcia, J. (2019). User-generated content sources in social media: A new approach to explore tourist satisfaction. Journal of Travel Research, 58(2), 253–265.

Nazir, M. (2014). Metode Penelitian Cet. 9. Penerbit Ghalia Indonesia. Bogor.

Nurudin. (2015). Media Sosial Sebagai Katarsis Mahasiswa. Komunikator, 7(2).

Phillips, S. (2007). A brief history of Facebook | Technology | The Guardian. The Guardian. https://www.theguardian.com/technology/2007/jul/25/media.newmedia

Prodjo, W. A. (2016). Yogyakarta, Destinasi “Instagram” yang Makin Populer. Kompas.Com. https://travel.kompas.com/read/2016/09/19/140600127/yogyakarta.destinasi. instagram.yang.makin.populer

Smith, B. G., & Gallicano, T. D. (2015). Terms of engagement: Analyzing public engagement with organizations through social media. Computers in Human Behavior, 53, 82–90.

Sutopo, H. B. (2002). Metodologi Penelitian Kualitatif. Sebelas Maret University Press.

The International Ecotourism Society. (2015). What Is Ecotourism - The International Ecotourism Society. Ecotourism.Org. https://ecotourism.org/what-is-ecotourism/

Ukpabi, D. C., & Karjaluoto, H. (2018). What drives travelers’ adoption of user-generated content? A literature review. Tourism Management Perspectives, 28, 251–273.

Xu, X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing, 35(7), 958–972.

DOI: https://doi.org/10.18196/jkm.122042

Article Metrics

Abstract view : 211 times
PDF - 88 times


  • There are currently no refbacks.

Copyright (c) 2020 Komunikator

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

 Komunikator Indexed by:


Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial dan Politik Universitas Muhammadiyah Yogyakarta, 

Jl. Lingkar Selatan Yogyakarta 55183 Po Box 1063, telp. (0274) 387656 pesawat 175, fax: (0274) 387646, email: komunikator@umy.university, website: journal.umy.ac.id


Komunikator Incorporate with:

Lisensi Creative Commons 

Komunikator is licensed under a Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional