Instagram sebagai Sarana Media Promosi Kawasan Wisata Kuliner Tengah People & Place di Medan

Abstract

This research focuses on the utilization of Instagram as a promotional tool to enhance the visibility of the culinary tourism area, Tengah People & Place, in Medan. The background of this study is based on the increasing importance of social media, particularly Instagram, in promoting culinary businesses in the digital era. The aim of the research is to evaluate the effectiveness of visual content, hashtags, and collaboration strategies with influencers in attracting visitors. The research method used is a combination of field research through interviews and direct observation, as well as a literature review. The results of the study show that Instagram has proven to be effective in increasing tourist interest and attraction, especially through engaging visual content and paid promotional strategies such as paid promotions and endorsements.