ANALISIS KONTEN INSTAGRAM @pariwisata.padang DESTINASI WISATA ALAM DI KOTA PADANG, SUMATRA BARAT DALAM PERSPEKTIF KOMUNIKASI PARIWISATA

Abstract

This study aims to analyze tourism communication on the official Instagram account of the Padang City Tourism Office (@pariwisata.padang) in promoting natural tourism destinations. From a tourism communication perspective, this research examines how messages are constructed through visuals, captions, hashtags, and audience interaction. A qualitative approach with content analysis techniques was applied to Instagram posts from March to June 2025. Data collection involved documentation and non-participant observation of visual aesthetics, storytelling narratives, and audience engagement. The results indicate that @pariwisata.padang effectively utilizes digital elements to build a positive destination image. However, the communication pattern remains predominantly one-way, leading to sub-optimal interactivity. Identified communication barriers include low two-way engagement, lack of Call to Action (CTA) strategies, and ineffective digital distribution. This study concludes that while Instagram is a vital tool for establishing destination image, strengthening interactive strategies is essential to enhance active participation among digital tourists.