Strategi Komunikasi Influencer Melalui Media Sosial Dalam Mempromosikan Destinasi Wisata Labuan Bajo pada Era Revolusi TIK

Abstract

The advancement of Information and Communication Technology (ICT) has reshaped the landscape of tourism promotion, with social media becoming a key platform. This research seeks to examine the communication strategies utilized by influencers to promote Labuan Bajo as a tourist destination through the framework of the Elaboration Likelihood Model (ELM) theory. Using a qualitative content analysis method, this research focuses on videos published by Keanu Angelo on YouTube and audience interactions, such as likes, comments, and shares, to evaluate the effectiveness of the communication strategies. The findings reveal that Keanu Angelo’s relaxed communication style, captivating visuals, and emotional elements significantly enhance the appeal of the destination and encourage tourists to visit. The peripheral route in the ELM theory plays a critical role in building an emotional connection between the influencer and the audience through visual elements, humor, and a personal approach. Challenges include measuring promotional effectiveness and creating content relevant to the audience. This study concludes that influencer communication strategies combining entertainment and information effectively enhance the visibility and positive image of tourism destinations. It provides valuable insights into the integration of social media in sustainable tourism promotion and highlights the relevance of the peripheral route in the ELM theory as an effective strategy for audience engagement.