Harnessing Digital Content of @pringgondani.gsa for Promoting Forest-Based Sustainable Tourism
Kadek Dristiana Dwivayani

Mulawarman University

Abstract

This study investigates the role of the Instagram account @pringgondani.gsa as a digital communication medium for promoting the traditions of a sustainable tourism village in forest-based settings. Employing a qualitative content analysis approach, the research explores how visual and textual content disseminated through the platform represents cultural values, environmental stewardship, and community-based tourism practices in Pringgondani Tourism Village. Data were collected from posts published during May, June, and July 2025, with particular attention to four pillars of social media strategy: entertainment content, collaborative content, educational content, and informational content. The analysis was guided by the theoretical framework of sustainable tourism communication and digital media engagement.
The findings demonstrate that Instagram functions not only as a promotional tool but also as a participatory space in which local identity is reinforced and environmental awareness is fostered. Visual storytelling through photographs, videos, and captions plays a pivotal role in articulating narratives that integrate ecological sustainability with the preservation of cultural heritage. Furthermore, the content encourages interaction between local stakeholders and broader audiences, thereby shaping virtual tourism experiences that have the potential to increase direct visitation interest. These results indicate that strategic digital communication via social media can enhance the positioning of tourism villages within the sustainable tourism market, particularly when emphasizing authenticity, environmental responsibility, and community empowerment. This research contributes to the growing scholarly discourse on the intersection of digital media and sustainable rural tourism development.

Keywords: Content Analysis- Instagram- Promoting Forest-Based- Sustainable Tourism- Tourism Village

Topic: Digital Communication for Inclusive Societies