| dc.description.abstract | Taman Simalem Resort is an integrated natural tourism destination located in Karo Regency, North Sumatra. Embracing an eco-tourism concept, the resort offers panoramic views of Lake Toba from a height, complete with accommodations, restaurants, a themed garden, and Instagrammable photo spots. However, its location on a route lined with other tourist attractions presents challenges in attracting tourists. This study aims to analyze the strategies of content creators in influencing tourist interest through Instagram and to understand the content criteria set by resort managers. The research method used was a descriptive qualitative approach through interviews, direct observation, documentation, and literature review. The results show that managers establish several content criteria, such as theme, shooting location, visuals, image size, and talent characteristics. Creators are still given room to innovate by implementing four main strategies: the use of viral music, storytelling, engaging captions,and the insertion of informative text in videos. These strategies are considered effective in increasing Instagram user attention and influencing tourist interest, even during the COVID-19 pandemic.
Keywords: Taman Simalem Resort, content strategy, content creators, social media, Instagram, tourists | en_US |
