Interpretasi Mahasiswa Kota Medan pada Citra Pariwisata Sumatera Utara di Media Sosial Instagram (Studi Deskriptif pada Akun Instagram @explorewisatasumut)

Abstract

This research aims to analyze the interpretation of students from Medan city regarding the tourism image of North Sumatra presented through the Instagram account @explorewisatasumut. A descriptive quantitative method was employed by distributing questionnaires to 87 respondents from two universities, namely the Accounting Study Program at Universitas HKBP Nommensen and the German Language Education Study Program at Universitas Negeri Medan. In addition, interviews were conducted with an informant. The research results indicate that the majority of respondents (82% to 91%) fall into a dominant hegemonic position, believing that the content posted by the @explorewisatasumut account reflects the actual reality. However, approximately 9% to 18% of respondents are in a negotiation position, feeling skeptical about the truthfulness of the content posted. Meanwhile, a small percentage of respondents (9% to 18%) are in an opposition position, rejecting the visual content and information presented by the account. Furthermore, the research also found that the @explorewisatasumut account plays a crucial role as the primary source of information for tourists interested in exploring North Sumatra. The account provides relevant and accurate information about tourist destinations, culinary options, accommodation, and activities in the region. In addition to being an information source, this account also has the potential to enhance the promotion of tourism in North Sumatra. Other findings suggest that the tourism image plays a significant role in generating interest in visiting North Sumatra. The visual appeal displayed through images and videos, including media coverage by the @explorewisatasumut account, influences tourists' interest in exploring the tourism destinations in the area. This research provides a deeper understanding of how social media, especially Instagram, influences tourists' perceptions and interests, and the vital role of the @explorewisatasumut account in supporting the tourism industry in North Sumatra.