ANALISIS STRATEGI BRANDING DESTINASI WISATA LAWU GREEN FOREST MELALUI AKSI REPOST AKUN INSTAGRAM @lawugreenforest

ABSTRACK
ANALISIS STRATEGI BRANDING DESTINASI WISATA
LAWU GREEN FOREST MELALUI AKSI REPOST
AKUN INSTAGRAM @lawugreenforest
Oilin Denti Nurlita
22241012

The rapid development of social media has transformed destination marketing communication strategies, particularly through the use of User-Generated Content (UGC) reposted by official destination accounts as a form of digital branding. Lawu Green Forest utilizes its official Instagram account, @lawugreenforest, to strengthen its destination identity and enhance its tourism appeal by reposting visitors' content. This study aims to analyze the destination branding strategy implemented through repost activities on the @lawugreenforest Instagram account. This research employed a descriptive qualitative approach. Data were collected through observations of the Instagram account, in-depth interviews with the destination manager, social media administrator, and visitors whose content had been reposted, as well as digital documentation. Data were analyzed using the Miles and Huberman interactive model, consisting of data reduction, data display, and conclusion drawing, while data validity was ensured through source and technique triangulation. The findings reveal that repost activities serve as an effective branding strategy by presenting authentic visual content, compelling storytelling, participatory use of UGC, increased audience engagement, and a consistent, persuasive communication tone. Furthermore, reposting visitors' content enhances promotional credibility by showcasing genuine travel experiences. This study concludes that utilizing UGC through repost activities is an effective digital branding strategy for strengthening destination identity, building audience trust, and increasing engagement. These findings are expected to serve as a reference for tourism destination managers in optimizing social media as a sustainable branding platform.
Keywords: branding strategy, tourism destination, Instagram, User-Generated Content (UGC), repost activity