Strategi Komunikasi Dinas Kebudayaan dan Pariwisata dalam Pemulihan Destinasi Wisata melalui Media Sosial di Provinsi Aceh

Abstract

This research aims to analyze the communication strategies of the Cultural Affairs and Tourism Agency of Aceh Province in Revitalizing Tourist destinations and the utilization of social media. The research employs a post-positivist paradigm with an interpretive approach. Data are collected through in-depth interviews, direct observations, and documentation. Research informants are determined using purposive sampling which is based on their field of work and social media management. The main informants are from the field of Destination Development, Program Subdivision, Information and Public Relations, and social media administration of Cultural Affairs and Tourism Agency in Aceh. The result indicates that the communication strategy conducted by the Cultural Affairs and Tourism Agency of Aceh in revitalizing tourist destinations during the pandemic namely by dividing the categories of internal and external audiences. The selection of either online or conventional media is based on the consideration of access(bility and effectiveness. To create unique tourism content which is different from other tourism content available, creative ideas, modifications, and content localization are created. The content planning includes monthly time and control management, formulation of working terms of reference, and resource minimization. The target benefits are the increase in visitation and revenue obtained from the tourists' visitations to Aceh. Social media utilization as the main communication media in revitalizing tourist destinations in Aceh namely l nstagram, YouTube, Facebook, and Twitter as well as two official accounts namely DisbudparAceh and Acehtourismtravel. Media social is utilized in accordance with the potential market segmentation and its strengths. lnstagram contains high-quality pictures and short videos with captions, hashtags, and mentions as well as all features available to make a content modification. YouTube is used as promotional gallery with CHSE educational video content, promotion of destination, and events. Facebook with new content specification, destination information and publication contains pictures and additional information. Twitter is dominated by texts and links to news and tourist destination information with the features of hashtags, mention and short-length additional videos. The method of soft-selling in social media content aims to recall netizens' memory of Aceh branding as tourist destination choice after