Proceedings of the 9th International Conference on Indonesian Social and Political Enquiries (ICISPE 2024)

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The Effectiveness of Digital Tourism Promotion of Pura Mangkunegaran through Instagram @mangkunegaran on Tourist Visit Interest

Authors
Arifa Rachma Febriyani1, *, Nur Laili Mardhiyani1, Nur Laili Noviani2, Ahmad Muntakib2
1Universitas Diponegoro, Semarang, Indonesia
2National Research and Innovation Agency, Jakarta, Indonesia
*Corresponding author. Email: arifarachma@lecturer.undip.ac.id
Corresponding Author
Arifa Rachma Febriyani
Available Online 1 July 2025.
DOI
10.2991/978-2-38476-436-5_32How to use a DOI?
Keywords
Instagram; Destination Image; Digital Tourism Promotion; Pura Mangkunegaran
Abstract

Pura Mangkunegaran has utilized Instagram @mangkunegaran as a platform to support branding and tourism promotion. This study aims to examine the effectiveness of digital tourism promotion that has been implemented by Pura Mangkunegaran management, by examining the influence of the quality of Instagram @mangkunegaran and the destination image of Pura Mangkunegaran on tourist visit interest. This study is an explanatory quantitative study. The population of the study was active Instagram users aged 17–56 years spread across five provinces, namely Central Java, Yogyakarta, West Java, Jakarta, and East Java, and were familiar with Pura Mangkunegaran. The number of research samples based on the Slovin formula was 100 people, using the quota sampling technique. The research instrument has met the validity and reliability tests as well as the classical assumption test. The contribution of the influence of the quality of Instagram @mangkunegaran and the destination image of Pura Mangkunegaran simultaneously on tourist visit interest using a multiple linear regression test of 69.8%. Pura Mangkunegaran management is expected to continue to optimize the use of Instagram to support branding and tourism promotion through the development of interesting content.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Indonesian Social and Political Enquiries (ICISPE 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
1 July 2025
ISBN
978-2-38476-436-5
ISSN
2352-5398
DOI
10.2991/978-2-38476-436-5_32How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Arifa Rachma Febriyani
AU  - Nur Laili Mardhiyani
AU  - Nur Laili Noviani
AU  - Ahmad Muntakib
PY  - 2025
DA  - 2025/07/01
TI  - The Effectiveness of Digital Tourism Promotion of Pura Mangkunegaran through Instagram @mangkunegaran on Tourist Visit Interest
BT  - Proceedings of the 9th International Conference on Indonesian Social and Political Enquiries (ICISPE 2024)
PB  - Atlantis Press
SP  - 361
EP  - 377
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-436-5_32
DO  - 10.2991/978-2-38476-436-5_32
ID  - Febriyani2025
ER  -