Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)

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The Agility of Micro Travel Influencer in Labuan Bajo Tourism Promotional Communication

Authors
Diah Ayu Candraningrum1, Riris Loisa1, *, Lusia Savitri Setyo Utami1, Lydia Irena1
1Faculty of Communication Science, Universitas Tarumanagara, Jakarta, Indonesia
*Corresponding author. Email: ririsl@fikom.untar.ac.id
Corresponding Author
Riris Loisa
Available Online 21 April 2022.
DOI
10.2991/assehr.k.220404.102How to use a DOI?
Keywords
micro travel influencer; promotion communication; tourism
Abstract

De-escalation occurred in the number of domestic and foreign tourist arrivals during this new normal. The pandemic that gave rise to social restriction policies had a negative impact on the country’s tourism sector, including Labuan Bajo which is a super-priority tourist destination. A significant decrease of 82% occurred in the number of Labuan Bajo tourists, so in the face of this de-escalation, various parties are trying to revive Labuan Bajo tourism, from the government to influencers, especially travel influencers. Travel influencers are undeniably the main actors who can promote Labuan Bajo tourism during this pandemic, both travel influencers with millions of followers and micro travel influencers. Therefore, this study aims to analyze the agility of micro travel influencers in carrying out promotional communications for Labuan Bajo tourism. This research uses a qualitative approach with a case study method that is specifically carried out on the Instagram account of micro travel influencer Indra Septian Azhari, @indraseptianazhari. This study found that as a micro travel influencer, this account has the potential to influence its followers because the majority of followers of this account are 18-24 years old. Then this study also found that celebrity endorsers have a very important role in boosting the increase in three digital indicators: likes, comments, and engagement rates. However, it is possible that an Instagram account can get a lot of followers without using celebrity attributes in its material.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
21 April 2022
ISBN
10.2991/assehr.k.220404.102
ISSN
2352-5398
DOI
10.2991/assehr.k.220404.102How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Diah Ayu Candraningrum
AU  - Riris Loisa
AU  - Lusia Savitri Setyo Utami
AU  - Lydia Irena
PY  - 2022
DA  - 2022/04/21
TI  - The Agility of Micro Travel Influencer in Labuan Bajo Tourism Promotional Communication
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 647
EP  - 653
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.102
DO  - 10.2991/assehr.k.220404.102
ID  - Candraningrum2022
ER  -