Judul:

SOCIAL MEDIA CONTENT AND DATA ANALYSIS ABOUT AUDIENCE ENGAGEMENT OF TOUR AND TRAVEL
INDUSTRY

Author:
Harry -
Kelvin Oktavianus - 2201736574

Abstract:
Social media marketing is the best promotion for many companies, including Tour and Travel companies.
Therefore, companies must survive this pandemic by promoting their services with social media content. This
study analyzes content engagement and interaction rate on Instagram during the Covid-19 pandemic,
highlights customer perceptions and Instagram content characteristics, and determines several Instagram
engagement factors of the tour and travel content. The research uses a quantitative approach using data
analytics and content analysis as the primary method and questionnaires as supporting material. Future
research should examine additional factors influencing a company's marketing over time and investigate other
social media platforms.

Introduction:
Before the pandemic hit the country, Indonesia's internet users increased significantly every year. During the
pandemic, due to the policy of studying and working from home, the usage of digital platforms increased by
433 percent, which makes Indonesia listed as the fourth largest internet user in the world, and without
realizing it, this has led to faster digital adaptation or transformation for the people of Indonesia [1]. Social
media has become the most popular media where the primary users are the youth generation. We can access
social media to communicate, share information, and seek entertainment. Therefore, social media marketing
has become the best promotion for many companies, medium or large companies, including Tour and Travel
industry companies, regardless of the private or public sector. Social media has a significant part in tourism, as
we all know because it has evolved into a vital component of contemporary human existence [2].

Tour and travel companies have faced numerous challenges, especially during the COVID-19 pandemic. It
significantly impacts the tourism sector due to the temporary closing of several tourist attractions, resulting in
a decrease in people's activities for traveling [3]. Due to the issues in the tour and travel sector, tour and travel
businesses must prepare for the pandemic by developing plans and actions to adapt to the pandemic period.
One of these actions is to use social media technology to market their brand by providing promotional content
that attracts customers' attention on social media, leading to higher income for businesses.

There is a popular social media called Instagram. In Indonesia, there are 61 billion users on Instagram. As a
result, to define the research's findings, we will examine the engagement and interaction of promotion content
in marketing on Instagram on top 2 travel agencies in Indonesia. We will also look at customer and Instagram
users' perceptions to help businesses figure out the best strategy to upload promotional content on Instagram.

Literature Review:
PILIH AJA BEBAS
Literature Review Literature Review
No No
Year Title Description Year Title Description
1 2020 The Role The research reveals that social on of a and the credibility of the tourism
of Social media usage for sharing comments, Tourism information provided by social
Media in photos, videos, and reviews Destinati media. Thus, the role of tourists
Health regarding visited destinations tends on may keep evolving to possess the
Safety to raise proportionally along with Through distribution of authentic travel
Evaluati users' online platform competency out the
 Literature Review Literature Review
No No
Year Title Description Year Title Description
Travel c Crisis:
Planning experiences [2]. Social
Process Tourism
actively participates in investing,
and
The domestic tourism in Russia will be
Public-
Impact supported [8].
Private
of Social Partners
Media hip
Activitie The study aims to combine
s on branding, marketing, and Artificial intelligence (AI)
Brand information systems concepts to technological innovations have far
Image develop a model that explains what more prospects in the tourism sector
and leads to emotional connection in the than traditional search engines and
2 2020
Emotion tour and travel perspective. The Artificial real people. Some tour operators
al paper's results suggest that social Intellige have already begun to use AI. This
Attachm media behavior affects how loyal nce in allows them to analyze massive
ent: A users are to a brand. [5]. 6 2020 the amounts of data and learn from
Case in Tourism their own and other people's
the Sphere experiences with fulfilling customer
Travel orders. New AI technologies and
Context various ways to use them will soon
be used broadly in the tourism
E- industry. [9].
tourism
and the The research aimed to determine
Marketin
Competit what occurs when particular sales
g
iveness promotion strategies are utilized to
Strategie
of drive tourism service sales. This
s of
Tourism quantitative study's primary
The study aims to explore the Travel
Products objective is to determine how
influence of e-tourism on the Agencies
in the 7 2020 different tourism service providers'
3 2018 competitiveness of tourism products : A
Context sales promotion strategies affect
in global tourism [6]. Quantitat
of the their businesses. In addition, the
ive
Global article discusses how tourism
Approac
Tourism businesses utilize marketing
h
and strategies. [10].
Travel
Industry From the article, the research said
Market that tourism had become a tourism
4.0 and smart tourism. Tourism 4.0
The refers primarily to new ICT
Moderati The technologies and devices, including
The study aims to identify the
ng Effect Digital the internet of things, big data,
effects of social networking services
on Social Revoluti artificial intelligence, virtual reality,
(SNS) impacts on rural tourism by
Media on in the and augmented reality.
using the theory of planned
Use on 8 2020 Travel Nevertheless, on the other hand, it
behavior (TPB) model. According
Sustaina and reflects the efficiency and effective
to the findings, subjective norms
ble Rural Tourism utilization of technological, human,
4 2020 and perceived behavior control
Tourism: Industry and social aids to seek sustainable
impact tourists’ intentions.
A strategies to enhance people's
Furthermore, the influence of the
Theory standard of living in smart-tourism
subjective norm was more
of sites while also improving the
significant than without using the
Planned visitor experiences. [11].
social networking service [7].
Behavior
Model The study focused on the
development of online tourism.
5 2020 Supporti This article aims to show the need Given the growing number of
ng the in the current context to develop a The people who have access to the
Tourism state program to promote domestic Impact Internet, the future of online
Industry tourism, particularly social tourism, of the tourism looks very promising. The
in the based on benefits, creating Online advantages of online tourism
9 2020
Context favorable conditions, and financial Environ include connecting with millions of
of the assistance from the state. Moreover, ment on people and the ease with which
Coronavi this article also suggests options for Tourism we can learn about what to see and
rus mobilizing investment resources in do in a city, where to eat the best,
Pandemi the tourism industry, which the PPP and various other helpful
c and organization supports social information [12].
Economi tourism. When the government
 Literature Review Literature Review
No No
Year Title Description Year Title Description
The factor for travelers to share their
Impact ces on travel experiences on online
of Social networks and travel websites. The
Quaranti Media? top latent reasons are security and
ne Due This research gives a solution that privacy concerns [16].
to can minimize losses and reach
COVID- break-even indicators for the tourist Sharing
19 industry’s enterprises in the first Memora
10 2020
Pandemi two months after quarantine in ble
c on the conditions of a sharp drop in Tourism The study investigated survey
Tourism demand and operating revenue [13]. Experien results from 279 tourists employing
Industry ces on partial least squares structural
in Lviv Mobile equation modeling and Sobel tests.
(Ukraine Social The findings imply that MEMTEs
) Media (Memorable ethnic minority tourist
14 2019
and How experience) are distinguishable
The impact of the pandemic on It Scenery, entertainment, and
employment has been investigated Influenc interaction experiences) shared on
The using 2020 employment forecasts. es social media influence viewers'
Travel The tour and travel industry may be Further decision to travel. [17].
and turning inside and betting its hopes Travel
Tourism on domestic tourism as visitor Decision
11 2021 Industry: preferences evolve in a known, s
Pandemi predicted, and believed manner.
c and Domestic tourism is expected to Social
Beyond revitalize the industry, gradually Media
shifting to regional and and
international tourism [14]. Tourism
Industry:
The main objective of this study is
This research discusses whether A
to examine the impact of social
travel bloggers and other Compara
media content produced by Lahore
influencers only affect their loyal tive
The tour operators on tourism
supporters or the entire population. Analysis
Impact promotion. According to the study's
On the other hand, customer of
of Social findings, social media content
reviews and the information from Effects
Media would seem credible sources that
12 2018 customers will improve the 15 2021 of
Influenc the public respects and values.
reputation of the agencies. Faceboo
ers in Correspondingly, this new trend of
Regardless of the stage of a tourist's k Pages
Tourism promoting tourism via social media
decision-making process, the of Tour
has reached new levels, which has
implications of two kinds of Compani
profited travel companies and the
information may vary [15]. es of
nation's economy [18].
Lahore
Why Do The study found two primary on
People motivations for travelers to share Tourism
Share their trip experiences on online Promotio
13 2020
Their networks and travel websites. Based n
Travel on 381 responses, perceived
Experien happiness was the most influential

Methods:
The research uses a quantitative approach using data analytics and content analysis as the primary method.
Content analysis is a method that collects and analyzes an object's information, which in this case is about the
tour and travel industry as the primary data by using Analisa.io, wwhich will analyze data to obtain more
precise results

The secondary data are existing data collected for research needs obtained from the official website, journals,
books, and articles. and questionnaires as supporting material. More over, this research also utilizes
questionnaires. The questionnaires will deliver information about Instagram users' perceptions of tour and
travel content as secondary data and their activities on Instagram.

Results & Discussion:

- Content Data Analysis Result:
Travel Agencies Comparative Data Analysis
Agency Instagram Insights Description
 First Post: 30 April 2015 PD Company/Agency
 Total Post: 3530 (19 use one main account
December 2021) for an Instagram
 Followers: 121K (19 platform to post their
December 2021) promotion content,
PD
 Total Post Last One information content,
Month: 52 posts and knowledge
 Information: 3 content about tour and
 Promotion: 42 travel.
 General Knowledge: 7
 First Post: 16 July 2013 BB Company/Agency
 Total Post: 5137 (19 use one main account
December 2021) for an Instagram
 Followers: 63,8 K (19 platform to post their
December 2021) promotion content,
BB
 Total Post Last One information content,
Month: 33 posts and knowledge
 Information: 6 content about tour and
 Promotion: 18 travel.
 General Knowledge: 9

o PD's content has five characteristics that draw more customers' attention to PD's Instagram
account:
 The first is content that features unique international and domestic destinations. The
contents include photographs of breathtaking scenery accompanied by a description of
the destination, which explains the destination's uniqueness and why it is popular after.
 Second, content contains information about popular destinations both domestically and
internationally. This information typically includes several locations that tourists can visit
following their post theme.
 The third type of content contains the journeys taken by tourists who used the services
of a PD company. This content typically includes moments captured by tourists while
engaging in travel activities alongside other tourists who utilize the services of a PD
company.
 The fourth type of content has been created in collaboration with a brand or influencer.
This content typically tries to persuade their followers to use the services of a PD
company as well. This content may also persuade PD's followers to use the PD company's
services.
 Finally, there is promotional content. Typically, this content contains company-sponsored
destination offers at attractive prices, or destination offers with proposed payment
methods to ensure that customers receive attractive offers.
o BB's content has five characteristics that draw more customers' attention to BB's Instagram
account, which are:
 The first category of content is promotional. The BB company can increase engagement
and sales with this type of content because they sell many promo tickets at a low price
and offer a diverse selection of destinations. Additionally, they regularly include cash
rewards in their promotional content, which buyers can credit for 12 months. Typically,
the promotion will employ a variety of airlines and payment methods that the BB
company has endorsed.
 The second is a collaboration with an influencer on content. BB usually collaborates with
several influencers by creating content to entertain their audience, educate them about
the tour and travel industry, and earn their audience's trust and value in using the BB
company.
  The third type of content includes information about the Tour and Travel industry. For
instance, they have published information on closed destinations, closed countries, and
quarantine policies in specific destinations over the last decade. The information
provided enables tourists to understand the regulations that must be adhered to before
traveling to their destination.
 The fourth content category honors holiday or feast day. Typically, BB companies will
publish content in the run-up to a major holiday. Frequently, this content combines with
promotional content. For instance, the BB company may offer a significant discount on
content that receives a high audience engagement during holidays or feast days.
 Finally, there is content highlighting extraordinary international and domestic
destinations. They typically include breathtaking scenery images to help persuade the
audience and a caption explaining the destination's uniqueness and why it is so
beneficial.
o PDs and BBs need to align the time they post content on their Instagram accounts with when they
have the highest traffic.
- Questionnaires Result:
o From 114 people who have used tour and travel services, most respondents came from those
under the age of 21 with a percentage of 59.78%, As many as 50% respondents use Instagram for
more than 60 minutes a day,
o Top 3 Instagram Feature: 51.40% people use the Instagram Feed feature, then 25.70% people use
the Instagram Reels feature, 12.29% people use the Instagram Stories feature
o The ease of getting information about the desired tour & travel agent from Instagram. 49
(42.98%) respondents answered strongly agree, and 39 (34.21%) respondents answered agree
o Instagram users' tendency to buy travel packages when Instagram content includes the price of
travel packages. Based on figure 16, 55 (48.25%) respondents indicated they strongly agreed,
while 42 (36.84%) respondents answered agree
o the trend of Instagram users who are interested in video content related to tours and travels.
According to figure 18, 50 (43.86 %) respondents strongly agreed, while 37 (32.46 %)
o how Instagram users are attracted to accounts that are actively uploading content. Figure 19
shows that 50 (43.86 %) respondents strongly agreed, while 43 (37.72 %) respondents agreed.
o Figure 20 demonstrates how interested Instagram users become when they see content with
many likes. According to figure 20, 31 (27.19 %) respondents strongly agreed with the statement,
while 40 (35.09 %) respondents agreed.
o Figure 21 highlights how interested Instagram users become when they see content with a high
number of comments. According to figure 21, 26 (22.81 %) respondents strongly agreed with the
statement, while 36 (31.58 %) respondents agreed.
o Figure 22 illustrates how interested Instagram users are when they view content from Instagram
social media accounts with a high number of reviews or experiences from their followers.
According to the figure below, 61 (53.51 %) respondents strongly agreed with the statement,
while 35 (30.70 %) respondents agreed

Conclusion:
Strategi yang dapat dilakukan PD/BB:
Strategies that PD or BB companies may implement:
 Create content about tours and travel, such as Travel Packages, user reviews, tips, tourist destinations, and
promotional content created in collaboration with influencers.
 Increased activity and responsiveness in having to interact with followers and non-followers on
their Instagram accounts
 Adjusting the time of content uploads to coincide with the peak Instagram activity of their followers
 Instagram content must contain concise but complete information
Moreover, they need to generate numerous Instagram content primarily focused on the high volume of reviews
or experiences from their followers in video or photo format (Instagram Feed).

As illustrated in Figure 22, Instagram users prefer Instagram tour and travel content that includes numerous
testimonials over promotional content, resulting in more likes and comments. Additionally, as illustrated in
Figure 19, people are more interested in business or Instagram accounts that regularly post content with brief
but concise information. Instagram is a reliable source of travel information. Thus, the travel agency should
actively interact with its followers and non-followers and regularly post new content.

Further research is required to determine the perceptions of Instagram users who utilize tour and travel
services to determine more systematically the characteristics of the content that their customers prefer.

Ketentuan Poster:
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2. Minimal isi poster: Judul, Author, Abstract, Introduction (literature review, teori, model), Methods, Result &
Discussion, dan Conclusion,
3. Dibuat semenarik mungkin dalam bentuk infografis,
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Perbedaan Karakteristik Bisnis PD dan BB
PD and BB Business Profile Comparison Chart
Category PD BB
 Millennials, with
 Millennials
Target price driven approach
 Corporate Client
Market  Corporate Client
(MICE)
(MICE)
 Mostly known for
being one of the
best tour  Mostly known for
Competitive
operators & travel providing money-
Advantage
agents in saving tour packages
Indonesia since
2010

Perbedaan Karakteritik Konten PD dan BB

Travel Agencies Comparative Instagram Content

Characteristics
Agency Instagram Content Characteristics
 Popular destinations
 Unique international and domestic destinations.
 The journeys taken by tourists who used the
PD
services of a PD company.
 Collaboration with a brand or influencer.
 Promotional Content
 Extraordinary international and domestic
destinations.
 Holiday or Feast Days.
BB  Information and news about the tour and travel
industry
 Collaboration with a brand or influencer
 Promotional Content

Engagement Rate dari PD dan BB

Limitations:
- Each company has its own target audience, so promotional content on the same topic may generate
different results
- Some people prefer social media activity, but most are more reserved.
- Biased customers may affect social media and questionnaire data.
- The COVID-19 pandemic limited the generalizability of the findings.

Suggestions:
- Tour and travel businesses and agencies should continue experimenting with the creation of content that is
even more engaging based on their target market behavior.
- Tour and travel agents should be aware and take steps to mitigate the impact false reviews in social media
data
- Therefore, additional testing and evaluation can be conducted to compare our findings with similar data
collected when the global situation returns to normal.
- Then, the content analysis can be conducted to obtain accurate data and develop the most effective content
solutions to maximize performance. It may be necessary to conduct additional research to determine the
perceptions of Instagram users who utilize tour and travel services to determine more systematically the
characteristics of the content that their customers prefer so that researchers can assess which type of content
would be most effective at influencing followers.
- Social media platforms are also limited in terms of their ability to reach their whole group of customers.
Hence, social media data may be affected by a misrepresentative customer population, preventing
extrapolating to the public. In addition, while some people prefer to be active on social media by writing
comments and producing content, others choose to be more restrained. Some customers may publish only a
piece of what they were doing in everyday life to reflect a particular social position, resulting in only
partially accurate or comprehensive information.
- Thus, unethical businesses, competitors, former employees, and unhappy customers frequently post false
reviews.. In addition, they should identify potential solutions to the problem in the first place. Lastly, a final
limitation relates to the generalizability of our findings, as the observation was undertaken during the
COVID-19 pandemic era. Therefore, additional testing and evaluation can be conducted to compare our
findings with similar data collected when the global situation returns to normal.