Travel Influencer on Instagram : Visual Content Management Based on Digital Influencer Marketing Strategy for Tourism Awareness Groups (Kelompok Sadar Wisata) Kaliputu Kudus

Abstract

Today, people's decision to take a vacation is influenced by recommendations and reviews from travel influencers on Youtube and Instagram, whose focuses on the travel content. A recommendation from various travel influencers will certainly build a more positive brand image so that it can increase the engagement of tourists. According to a study from Statista revealed that, as many as 58.2% of people depend on user-generated content, and 54.6% rely on content on social media to make their travel planning. Based on the findings above, there is no doubt that the internet and social media now have a significant role in people's choices when they want to take a vacation. This phenomenal promotional strategy, needs to be disseminated to the public, especially to members of the Tourism Awareness Group (Kelompok Sadar Wisata - Pokdarwis) who are managing the tourism destinations especially village tourism. Unfortunately, the human resources of Tourism Awareness Group members in many villages in Central Java do not yet have sufficient skills in managing digital content on social media. For this reason, it is necessary to conduct an action to educate the community of Tourism Awareness Group. This research use action research method. Data were obtained through observation, interviews, documentation, document analysis, and field notes. The purpose of this study is to increase the capability of Tourism Awareness Group members to be able to manage digital-based tourism content and implement travel influencer marketing strategies through Instagram using training and assistance. Participants in this action were as many as 25 members of the Tourism Awareness Group from Kaliputu Kudus. The method of the action are using training and assistance in applying science and technology and managing visual digital-based tourism content. The implementation of these skills training activities will be carried out with lectures, questions and answers and of course direct practice. The results of the implementation of this action are: 1) Its increase the understanding of Tourism Awareness Group from Kaliputu Kudus towards managing visual digital-based media content and also travel influencer marketing strategies with an understanding level that is in the good category; 2) Tourism Awareness Group from Kaliputu Kudus can make visual content and also produce promotional media through Instagram.