ISLAMIC EXPRESSION ON INSTAGRAM SOCIAL MEDIA: MARKETING COMMUNICATION STRATEGIES EQUESTRIAN AND ARCHERY TOURISM IN INDONESIA

Authors

Elan Jaelani, Padjadjaran UniversityFollow
Lukiati Komala Erdinaya, Padjadjaran UniversityFollow
Rohanda Rohanda, Padjadjaran UniversityFollow
Susie Perbawasari, Padjadjaran UniversityFollow

Date of this Version

12-2019

Document Type

Article

Citation

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Abstract

This study aims to determine the use of symbols of Islamic expression on social media Instagram as a marketing communication strategy of Equestrian and Archery Tourism in Indonesia. This research was conducted using a qualitative approach to the content analysis conducted on three official Instagram social media accounts from the three most popular Equestrian and Archery Tourism destinations in Indonesia. The results showed that most uploads on the Instagram account of equestrian and archery tourism in Indonesia display symbols of Islamic expressions, such as on images, captions, and hashtags. This study also discusses the positive responses from Instagram users to uploads that contain symbols of Islamic expression.