Uploading Social Media As Indirect Promotion Strategies In Film Destination Tourism: Re-enactment of Ada Apa Dengan Cinta 2 In Sellie Coffee

JU HEE BHIN, Dr.Wiwik Sushartami,M.A.

2018 | Skripsi | S1 PARIWISATA

Penelitian ini bertujuan untuk mengetahui aktivitas wisatawan dan peragaan kembali film AADC 2 yang berpotensi menjadi suatu strategi promosi tidak langsung di Sellie Coffee. Mengunggah foto dalam peragaan kembali adegan di film AADC 2 di media sosial menjadi suatu strategi promosi tidak langsung yang harus diperhatikan. Penelitian ini dilakukan di Sellie Coffee yang berlokasi di Jalan Prawirotaman, Yogyakarta, Indonesia. Penelitian ini menggunakan pendekatan kualitatif dan semua data didapat melalui studi pustaka, observasi, dan wawancara. Hasil penelitian menunjukkan bahwa Instagram, salah satu media populer menyediakan fasilitas komunikasi yang lengkap, mulai dari branding pariwisata hingga fotografi konten buatan pengguna. Selain itu, kegiatan mengunggah foto yang berkaitan dengan AADC 2 di Sellie Coffee yang dikunjungi oleh wisatawan film di media sosial telah menjadi salah satu strategi promosi tidak langsung.

This study aims at understanding tourist activities and re-enactment of AADC 2 that can potentially be an indirect promotion strategy of Sellie Coffee. Uploading photography of the re-enactment of AADC 2 in social media leads to a sensational indirect promotion strategy that needs to be paid an attention. This study is conducted in Sellie Coffee, located in Jalan Prawirotaman, Yogyakarta, Indonesia. This research employs qualitative approach and all the data is obtained through literature study, observation, and interview. The research results show that Instagram, one of a popular social media, provides a complete communication facilities, from tourism branding to user generated content photography. Moreover, the activity of uploading photos related to AADC 2 in Sellie Coffee visited by film tourists in social media has become one of indirect promotion strategies

Kata Kunci : film tourism, re-enactment, AADC2, Sellie Coffee, indirect promotion strategies