Strategi Komunikasi Pariwisata Inklusif Perempuan Pada Akun Instagram @Nomaden__Club

Abstract

This research is titled “Communication Strategies for Inclusive Women’s Tourism on the Instagram Account @nomaden club.” The purpose of this study is to explore how the Nomaden Club community applies communication strategies to promote a safe and inclusive tourism experience for women through social media, and to understand participants’ experiences with these strategies both before and during the trip. This study uses a qualitative method with a constructivist approach. The theoretical framework used is the Elaboration Likelihood Model (ELM) by Richard E. Petty and John T. Cacioppo, which explains how individuals process persuasive messages through central and peripheral routes. The research involved seven informants consisting of five main informants who were participants of the trips and two expert triangulation who are the co-founders of Nomaden Club. Data were collected through in-depth interviews and literature study. The findings show that Nomaden Club’s communication strategy is delivered in a personal, emotional, and participatory manner through Instagram, using participant stories, authentic visual content, and active interaction. Participants showed a high level of cognitive engagement in their decision to join the trip, reflecting the central route of information processing in the ELM. They also reported feeling safe and comfortable during the trip due to clear communication and a responsive system. These results indicate that social media can be an effective space for building inclusive and empowering tourism communities for women.