Analysis of Lampung Tourism Contents on Social Media (Comparative Study of Instagram Accounts @Lampuung and @Potraitlampung

Analysis of Lampung Tourism Contents on Social Media (Comparative Study of Instagram Accounts @Lampuung and @Potraitlampung

https://doi.org/10.35912/jomabs.v3i2.3870
Published: Feb 5, 2026

Abstract:

Purpose: This research uses a comparative qualitative analysis of Instagram posts published between January and May 2025. This study applies Situated Data Analysis to understand how social media content is shaped by platform logics, actors, and audience expectations. The content categories, visual styles, narratives, and thematic emphasis were analyzed.

Research methodology: This study uses a comparative qualitative analysis of Instagram posts published between January and May 2025. This study applies Situated Data Analysis to understand how social media content is shaped by platform logics, actors, and audience expectations. The content categories, visual styles, narratives, and thematic emphasis were analyzed.

Results: Significant differences were found between the two accounts. While @lampuung serves as an institutional promoter with comprehensive destination coverage, @portraitlampung acts as a curator focusing on emotionally resonant and aesthetically optimized content. Nature, marine, culinary, and recreational tourism dominate because of their visual appeal and algorithmic compatibility, whereas cultural, health, sports, and ecotourism receive limited attention.

Conclusions: The study concludes that Instagram content visibility is influenced by platform affordances and curatorial power, reflecting distinct actor positions and engagement strategies on the platform. Destination marketing strategies should go beyond aesthetic optimization and focus on narrative-driven representations that integrate culture and sustainable tourism.

Limitations: The study analyzed posts only between January and May 2025 and focused on two Lampung-based accounts, which may not represent broader tourism content across different regions or countries.

Contribution: Theoretical: This study extends the Situated Data Analysis to tourism content research. Empirical: Demonstrates how digital visibility is shaped by platform affordances and curatorial power. Practical: Tourism marketing strategies should prioritize cultural and sustainable tourism in digital promotion.

Keywords:
1. Destination Image
2. Instagram
3. Lampung Tourism
4. Situated Data Analysis
5. Social Media Marketing
6. Tourism Representation
Authors:
1 . Toni Wijaya
Universitas Lampung, Lampung, Indonesia
2 . Hartoyo Hartoyo
Universitas Lampung, Lampung, Indonesia
3 . Cory Wardani
Universitas Lampung, Lampung, Indonesia
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How to Cite
Wijaya, T., Hartoyo, H., & Wardani, C. . (2026). Analysis of Lampung Tourism Contents on Social Media (Comparative Study of Instagram Accounts @Lampuung and @Potraitlampung. Journal of Multidisciplinary Academic Business Studies, 3(2), 1–11. https://doi.org/10.35912/jomabs.v3i2.3870
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Issue & Section
Vol. 3 No. 2 (2026): February
Articles
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References

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    Rettberg, J. W. (2020). Situated data analysis: A new method for analysing encoded power relationships in social media platforms and apps. Humanities and Social Sciences Communications, 7(1), 1-13. doi:https://doi.org/10.1057/s41599-020-0495-3

    Sabeen, H., Ahmad, M. S., Ali, D., & Shahbaz, Q. U. A. (2023). Social Media and Travel Planning Behavior: Influencing Content on Facebook, Instagram and YouTube. International Journal of Business and Management Sciences, 4(4), 41-64.

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    Suryajaya, I. G. O., Febianti, F., & Rinayanthi, N. M. (2025). Pengaruh Instagram terhadap Keputusan Menginap Milenial di The Apurva Kempinski Bali. Jurnal Studi Perhotelan dan Pariwisata, 2(2), 107-113. doi:https://doi.org/10.35912/jspp.v2i2.3246

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  2. Amir, A. F., Hafizan, N. N. M., Anuar, N. A. M., Asyraff, M., & Shahril, Z. (2022). The influence of Instagram travel content on intention to visit tourist destinations. International Journal of Academic Research in Business and Social Sciences, 12(11), 730-747. doi:https://doi.org/10.6007/ijarbss/v12-i11/15615
  3. Bagasta, A. R., Iswara, C., & Lasally, A. (2021). Analisis potensi wisata menggunakan informasi geografis dan strategi pengembangan pariwisata berkelanjutan berbasis masyarakat di desa Sumberagung, Grobogan, Jawa Tengah. Jurnal Kepariwisataan Indonesia: Jurnal Penelitian Dan Pengembangan Kepariwisataan Indonesia, 15(2), 148-157. doi:https://doi.org/10.47608/jki.v15i22021.148-157
  4. Bucher, T. (2018). If... then: Algorithmic power and politics: Oxford University Press.
  5. Cahayani, I. R., & Boli, T. P. (2025). The Impact of Tourism Development on Culture in the Digital Age Case Study: Saung Angklung Udjo. Jurnal DIALEKTIKA: Jurnal Ilmu Sosial, 23(2), 332-339. doi:https://doi.org/10.63309/dialektika.v23i2.589
  6. Dewayani, E. K. U., Nahar, F. H., & Nugroho, T. (2023). Unveiling the social media revolution in tourism: Unraveling Instagram's profound influence on travelers. Advances in Tourism Studies, 1(2), 58-64. doi:https://doi.org/10.53893/ats.v1i2.15
  7. Dinhopl, A., & Gretzel, U. (2016). Selfie-taking as touristic looking. Annals of Tourism Research, 57, 126-139. doi:https://doi.org/10.1016/j.annals.2015.12.015
  8. Fàbregues, S., & Guetterman, T. C. (2025). Mixed methods research systematic methodological reviews—Benefits, challenges, and solutions (Vol. 19, pp. 6-17): SAGE Publications Sage CA: Los Angeles, CA.
  9. Femenia-Serra, F., & Gretzel, U. (2019). Influencer marketing for tourism destinations: Lessons from a mature destination. Paper presented at the Information and Communication Technologies in Tourism 2020: Proceedings of the International Conference in Surrey, United Kingdom, January 08–10, 2020.
  10. Fuchs, K. (2023). A systematic guide for conducting thematic analysis in qualitative tourism research. Journal of Environmental Management and Tourism (JEMT), 14(6 ), 2696-2703. doi:https://doi.org/10.14505/jemt.v14.6(70).17
  11. Ghaderi, Z., Béal, L., Zaman, M., Hall, C. M., & Rather, R. A. (2024). How does sharing travel experiences on social media improve social and personal ties? Current issues in tourism, 27(21), 3478-3494. doi:https://doi.org/10.1080/13683500.2023.2266101
  12. Gretzel, U., & Koo, C. (2021). Smart tourism cities: a duality of place where technology supports the convergence of touristic and residential experiences. Asia Pacific Journal of Tourism Research, 26(4), 352-364. doi:https://doi.org/10.1080/10941665.2021.1897636
  13. Hazarhun, E., Bülbül, S., Arslan, P. T., & Çetinsöz, B. C. (2024). Analysis of Instagram Content of the United Nations World Tourism Organization (UN Tourism). Gaziantep University Journal of Social Sciences, 23(4), 1697-1717. doi:https://doi.org/10.21547/jss.1505130
  14. Lim, W. M. (2025). What is qualitative research? An overview and guidelines. Australasian marketing journal, 33(2), 199-229. doi:https://doi.org/10.1177/14413582241264619
  15. Lo, F.-Y., Rey-Martí, A., & Botella-Carrubi, D. (2020). Research methods in business: Quantitative and qualitative comparative analysis. 115, 221-224. doi:https://doi.org/10.1016/j.jbusres.2020.05.003
  16. Lyhne, C. N., Thisted, J., & Bjerrum, M. (2025). Qualitative content analysis–framing the analytical process of inductive content analysis to develop a sound study design. Quality & Quantity, 59(6), 1-21. doi:https://doi.org/10.1007/s11135-025-02220-9
  17. Mandagi, D. W., Indrajit, I., & Wulyatiningsih, T. (2024). Navigating digital horizons: A systematic review of social media’s role in destination branding. Journal of Enterprise and Development (JED), 6(2), 373-389. doi:https://doi.org/10.20414/jed.v6i2.10075
  18. Marine-Roig, E., & Huertas, A. (2020). How safety affects destination image projected through online travel reviews. Journal of destination marketing & management, 18, 100469. doi:https://doi.org/10.1016/j.jdmm.2020.100469
  19. Matijevi?, J., Zielinski, S., & Ahn, Y.-J. (2025). Exploring the impact of COVID-19 recovery strategies in the hospitality and tourism industry. Administrative Sciences, 15(4), 142. doi:https://doi.org/10.3390/admsci15040142
  20. Mattei, E. (2024). Approaching tourism communication with empirical multimodality: exploratory analysis of Instagram and website photography through data-driven labeling. Frontiers in Communication, 9(1), 1-9. doi:https://doi.org/10.3389/fcomm.2024.1355406
  21. Mega, S. A., Barusman, M. Y. S., Habiburahman, H., & Barusman, A. R. P. (2026). The Impact of Global Trends on Tourism and the Creative Economy in Lampung Province. Studi Akuntansi, Keuangan, dan Manajemen, 5(3), 225-240. doi:https://doi.org/10.35912/sakman.v5i3.5619
  22. Narangajavana Kaosiri, Y., Callarisa Fiol, L. J., Moliner Tena, M. Á., Rodríguez Artola, R. M., & Sánchez García, J. (2019). User-generated content sources in social media: A new approach to explore tourist satisfaction. Journal of Travel Research, 58(2), 253-265. doi:https://doi.org/10.1177/0047287517746014
  23. Pratama, I. W. A., Nyoman, D., & Putu, K. (2024). Analysis of sustainable tourism management, tourist education, and environmental awareness on visit intention in Ubud, Bali. Jurnal Pariwisata Berkelanjutan, 2(7), 1155-1165. doi:https://doi.org/10.58812/wsshs.v2i07.1126
  24. Rayo, E. F., Rayo, N. M., & Mandagi, D. W. (2024). Social Media Marketing as a Key Determinant of Brand Gestalt and Brand Personality. Studi Ilmu Manajemen dan Organisasi, 5(2), 299-316. doi:https://doi.org/10.35912/simo.v5i2.3542
  25. Rettberg, J. W. (2020). Situated data analysis: A new method for analysing encoded power relationships in social media platforms and apps. Humanities and Social Sciences Communications, 7(1), 1-13. doi:https://doi.org/10.1057/s41599-020-0495-3
  26. Sabeen, H., Ahmad, M. S., Ali, D., & Shahbaz, Q. U. A. (2023). Social Media and Travel Planning Behavior: Influencing Content on Facebook, Instagram and YouTube. International Journal of Business and Management Sciences, 4(4), 41-64.
  27. Sihombing, T., Nirmalawati, F., Wianastiti, D. A., Aini, S. A. N., & Iswanti, S. C. (2025). Social Media Utilization by the Ministry of Tourism and Creative Economy in Building Tourism Image in the Digital Communication Era (Case Study: Instagram Account@ Pesona. Indonesia). Persepsi: Communication Journal, 8(2), 61-66. doi:https://doi.org/10.30596/persepsi.v8i2.25414
  28. Solanki, M. S., & Thomas, J. (2025). Evaluation of social media marketing literature in the tourism industry using PRISMA. Journal of Creative Communications, 20(2), 263-279. doi:https://doi.org/10.1177/09732586231202610
  29. Suryajaya, I. G. O., Febianti, F., & Rinayanthi, N. M. (2025). Pengaruh Instagram terhadap Keputusan Menginap Milenial di The Apurva Kempinski Bali. Jurnal Studi Perhotelan dan Pariwisata, 2(2), 107-113. doi:https://doi.org/10.35912/jspp.v2i2.3246
  30. Tian, F., Yang, Y., Mao, Z., & Tang, W. (2021). Forecasting daily attraction demand using big data from search engines and social media. International Journal of Contemporary Hospitality Management, 33(6), 1950-1976. doi:https://doi.org/10.1108/IJCHM-06-2020-0631
  31. Uugantsetseg, B. (2022). The influence of social media on tourist planning and destination selection decisions. International Journal of Scientific and Research Publications, 12(12), 181-184. doi:https://doi.org/10.29322/ijsrp.12.12.2022.p13223
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