PEMANFAATAN MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN DAYA TARIK FESTIVAL BUDAYA OMED - OMEDAN

Ni Kadek Sri Mirayani; I Gusti Ngurah Oka Widjaya; Isvari Ayu Pitanatri; Ni Putu Lilik Widyayanthi

doi:10.47492/jrt.v5i1.3909

Ni Kadek Sri Mirayani Prodi Pengelolaan Perhotelan, Universitas Udayana
I Gusti Ngurah Oka Widjaya Program Studi Sarjana Terapan Pengelolaan Perhotelan, Universitas Udayana
Isvari Ayu Pitanatri Prodi Sarjana Industri Perjalanan Wisata, Universitas Udayana
Ni Putu Lilik Widyayanthi Prodi Pariwisata Program Sarjana, Universitas Udayana

DOI: https://doi.org/10.47492/jrt.v5i1.3909

Keywords: Omed-Omedan, SHOOF, Instagram.

Abstract

Sesetan Heritage Omed-Omedan Festival (SHOOF) is one of the cultural festivals in Denpasar City. The implementation of this festival is not only an effort to preserve social and religious values but is also developed as an interesting cultural tourism attraction. The purpose of this research is to describe the use of social media, especially Instagram, in promoting SHOOF as a cultural festival. This research uses a qualitative descriptive approach. Data is examined based on promotional activities conducted by the account @st.satyadharmakerti as the organizing committee. The results of the study indicate that Instagram plays an important role in the widespread dissemination of information, shaping the festival's image, and increasing community participation through attractive and interactive visual content. The forms of promotional strategies used include routine posts, collaboration with influencers, multichannel information dissemination, and the use of distinctive visual elements of the festival. Through these promotional activities, Instagram can become an effective medium for introducing, documenting, and archiving local cultural traditions digitally and more broadly. Therefore, social media, especially Instagram, has great potential as a medium for promotion and cultural preservation with a wide reach.