Pangestu, Diki (2025) Komunikasi Pemasaran Digital Asia Heritage Pekanbaru Melalui Instagram. Other thesis, Universitas Islam Riau.

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Abstract

Tourism is one of the important sectors in the economic development of a region. In the digital era like today, social media has become an effective tool to promote tourism destinations. Instagram, as one of the most popular social media platforms, has great potential to become an effective tourism information media. This study aims to explain how digital marketing communication is used by the Instagram account @asia.heritage in promoting Asia Heritage tourist destinations in Pekanbaru City. This study uses qualitative methods to identify posted content, increasing the number of followers, media partners, hashtags, and interactions with potential visitors. @asia.heritage has succeeded in implementing effective digital marketing communication in promoting Asia Heritage tourist destinations in Pekanbaru City. By utilizing social media properly, Asia Heritage can continue to increase its tourist appeal and attract more tourists to visit this area. The results of this study are elements of digital marketing communication integrated by Asia Heritage to promote tourist attractions and events, which use online marketing, social media, and word of mouth, where each element is used to carry out the stages of the Digital Marketing Communication method. Researchers hope to provide valuable insights for the Pekanbaru City government and related parties in developing digital marketing communications through social media (Instagram).

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