The development of digital technology has changed promotional strategies in the
tourism sector, particularly through the use of social media and influencers as a
means of marketing communication. This study is based on the importance of
digital promotional strategies in the modern era, particularly through the use of
social media and collaboration with influencers in increasing the attractiveness
of tourist destinations. This phenomenon occurs in Mojosemi Forest Park which
uses Instagram and collaboration with influencers in promoting tourist
destinations. The study aims to analyze the role of influencers in building the
promotion of Mojosemi Forest Park through Instagram. The theory used is Pike's
destination branding theory which includes elements of differentiation,
consistency, emotional connection, and brand loyalty. The qualitative research
method with data collection techniques through interviews, observation, and
documentation. Informants in the study consisted of managers, social media
admins, influencers, followers and audiences, and visitors of Mojosemi Forest
Park. The results of the study indicate that influencers play an important role in
promoting the destination of Mojosemi Forest Park through the unique concept
of a natural tourism theme Dinosaur Park, consistent promotions through
Instagram and influencer collaboration despite obstacles in the implementation
of the Dino Show, and the ability to build emotional attachment to the audience
that ultimately encourages visitor loyalty in the form of a desire to revisit and
recommend to others.
Keywords: Influencer, Promotion, Social Media, Instagram, Tourism, Mojosemi
Forest Park.