Strategi Promosi Bukit Indah Simarjarunjung melalui Media Sosial Instagram untuk Meningkatkan Jumlah Pengunjung

Abstract

This study discusses the Bukit Indah Simarjarunjung Tourism Promotion Strategy through Instagram social media as an effort to increase the number of visitors. The background of this study departs from the phenomenon of the increasing role of social media as a means of digital promotion, where prospective tourists are now looking for more references and travel inspiration through visual platforms such as Instagram. Although Bukit Indah Simarjarunjung has great natural tourism potential with a charming panorama of Lake Toba, the number of visitors has not shown a significant increase due to a less than optimal promotional strategy. The results of the study show that the managers of Bukit Indah Simarjarunjung consistently use Instagram as the main promotional media through uploading high-quality visual content, such as panoramic photos, short videos, and reels with a nature tourism theme that attracts users' attention. The promotional strategy is also strengthened by regular uploads, reposts of visitor content (user-generated content), and the use of features.