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Visual Aesthetics of Instagram Social Media to Create Tourism and Recreation Trends in the Time of Covid 19 2021 in Medan, North Sumatra Province
Samerdanta Sinulingga
Universitas Sumatera Utara, Indonesia [email protected]
Keywords impact COVID-19, tourism stakeholder, 4 'A's of tourism, tourism impact
I. Introduction
The process of globalization occurs because of the expansion of communication, politics, economics, science and culture, all of which have become the main triggers for the development of the tourism industry throughout the world to date (Oleksii Lyulyov, 2020).
Therefore, almost all lines of human life can be touched by tourism, even in sensitive and difficult-to-reach areas. When the COVID-19 pandemic was revealed, the number of tourist visits fell like a rock to its lowest point, almost approaching zero tourism (Sinulingga, 2021).
According to Lapointe (2020) tourism trends have changed dramatically. From an estimated annual growth of 3-4% to a decline of 20-30% for 2020. Phoebe Everingham (2020) reveals COVID-19 in tourism as it is today is an unprecedented crisis, capable of 'resetting' broadly economic and social. But what was unexpected was that this moment should have been a moment of driving a more positive lifestyle change in the world of tourism, increasing consumers who are more aware of nature and the environment Uglješa Stankov (2020), but according to research by Hery Sigit Cahyadi (2021), the COVID-19 pandemic 19 has a significant negative economic impact on tourism actors, especially those in protected forest areas, because many tourism businesses cannot afford staff. When these businesses are closed and the staff who are supposed to protect the forest lose their jobs, the
Abstract
This research aims to map the problems posed by COVID-19 to tourism conditions in North Sumatra to near the condition of zero tourism. To date, no effort can be made by the tourism industry to solve the problem of COVID-19, only await the government in tackling it. From The study it was found that the keys indicators in measuring the impact of COVID-19 on tourism are; The impact on economic, social, environmental also the assessment through time, change, and quality of tourism. A new founding is that the impact of tourism can also be assessed through time, change, and quality of tourism. This data is using qualitative methods through in-depth interviews to four major stakeholders of the tourism industry;
management of tourist destinations, tour agencies, accommodation and transportation services. The results of this study illustrated the chronology of tourism activities to zero tourism situation, from the four main stakholders, which in charge of transportation services and tour agency was the most affected stakeholder and could not operate in the time of COVID-19. The results of the study can be a formula in formulating strategic tourism management policy during the outbreak until the tourism activity can be normal again.
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Volume 4, No 4, November 2021, Page: 13072- 13082 e-ISSN: 2615-3076 (Online), p-ISSN: 2615-1715 (Print)
www.bircu-journal.com/index.php/birci email: [email protected]
activity of hunting for endangered species and deforestation continues to increase to an alarming graph. This is due to reduced conservation measures due to an increasingly desperate economy and a lack of forest guard patrols to save office operational costs.
Actually, until now, the effort to save tourism is still seen as a gimmick, because of the implementation of Community Activity Restrictions (PPKM) both nationally and internationally, but adaptation or simple efforts in any form can be a strategy to mitigate the crisis. This simple mitigation is like creating an online tourist trend that lacks direct social interaction by utilizing social media networks such as Instagram.
Then what is the impact of this simple mitigation? The mitigation is expected to maintain the stability of the desire of tourists to continue to carry out simple travel activities around the environment where tourists are located. This is done to manipulate the mind to be more positive so that it does not only think about the current PPKM condition, because after all the state will still take rescue actions to its citizens so that COVID-19 does not spread to remote areas so that it is increasingly difficult to control.
There will be no 100% sure way out in the current COVID 19 period, Tourism and all the components contained in it are stuck, but it should be appreciated that there are still tourism businesses that survive during this pandemic. The tourism business that still survives needs positive support so that it does not collapse completely. Then how? The trick is to use social media such as Instagram to maintain the sustainability of tourism businesses that are surviving during the COVID-19 pandemic.
Muhammad Nasih (2020) revealed that Instagram is among the top 4 most active and very influential social media in Indonesia, with 63 million active users. According to Nurliya Ni'matul Rohmah (2020), newspapers and television are starting to shift as the main information media needed by the community because these media have a weakness, namely the speed of information dissemination.
Instagram social media is still seen as a very strategic, fast and cheap platform in saving tourism businesses around the world. These tourism businesses, for example, such as culinary tourism, historical and cultural tourism and recreational businesses which are a brand image for tourists who are in the city of Medan today.
Culinary tourism during this pandemic is very dependent on online transactions whose patterns are increasing during the pandemic, as well as historical and cultural tourism which is increasingly being accessed by potential tourists who are self-isolating. It is the same with recreational businesses, such as the start of the hangout business, because tourists who live in certain areas are only allowed to travel in the area where they live.
According to several studies, Instagram as a social media platform is able to have an impact on increasing tourist visits to the destinations shown, for example Putu Gde Arie Yudhistira (2018) in Labuhan Bajo, Instagram is able to provide an increase in visits of up to 16% in 2017. The same thing also happened. in interviews conducted by researchers at Taman Simalem Resort, Brand District, Karo Regency. During the COVID 19 pandemic, Instagram was able to provide accumulated room occupancy of up to 1000 rooms within a period of 3 months through 1) the use of paid Instagram ads, 2) stable upload consistency and 3) the use of Instagram live streaming. Broadly speaking, the impact of Instagram social media for tourism cannot be underestimated at all.
Based on the phenomena that occur in the field, Medan City has 2 points of view in terms of tourism, namely as a producer of tourists and as a provider of tourism services. As a producer of tourists, Medan City is able to contribute 25% of the total domestic tourists in North Sumatra. Not only that, tourists who come from the city of Medan are able to have a considerable impact or influence on the existence of these tourist destinations.
One of these phenomena occurred in Madu Effi, Siosar Peak Hills, Kacinambun Village, Kabanjahe. Where previously only local residents visited these tourist sites, but a significant increase occurred when tourists from Medan City began to visit these tourist sites. There was a spike at the beginning of the promotion reaching 1,435 visits within 3 days. Medan City tourists are seen as picky, chatty, clumsy, eccentric tourists and are very present on social media. This is an indicator that Medan City tourists can be one of the trend influencers for tourist sites in North Sumatra.
The city of Medan in 2021 is included in the category of the economic recovery period after the success of the central government in suppressing the spread of COVID 19 to reach 76% (https://national.kompas.com/read/2021/08/16/20432021/luhut-perpanjang-ppkm- mulai-menunjukkan-hasil-tren-case-covid-19-turun-76)This can be a very good moment for the recovery of the tourism industry in the future. Because on the other hand, if the government continues to carry out PPKM during the COVID 19 period while the unemployment rate, mass layoffs and poverty are increasing, it is feared that in the near future there will be higher social conflicts.
The recovery of one of the economic segments, namely tourism, is expected to be the initial solution to accelerate the recovery of tourism. There are many things that can be done to restore the current tourism industry, such as repairing roads, improving tourist facilities and so on, including creating a tourism trend. This tourism trend can be created through the use of the Instagram social media network function. According to Sinulingga (2020), active Instagram social media users in Medan city range from 40-55% of the total population of Medan City. Of the total, only 0.8% have become content creators, the other 25% have potential as content creators in the future.
According to the phenomenon that occurred in the city of Medan, the problem experienced by prospective Content Creators (totaling 25%) was their lack of understanding of the visual aesthetics of Instagram social media. This misunderstanding can be an obstacle in creating tourism trends in the city of Medan in the future, such as incorrect hashtags so that tourist locations do not appear in searches, content that is not conceptualized so that potential tourists are not moved to make tourist visits. This is where the urgency of this research lies, namely the thought of creating a Visual Aesthetics for Instagram Social Media to Create Tourism and Recreation Trends During the Covid 19 Year 2021 in Medan City, North Sumatra Province.
II. Research Methods
This research analysis is interpretive research, the analysis of data used is qualitative.
Qualitative analysis is the analysis of data that likely cannot be expressed in the form of numbers. While interpretive shortness is focused on the role of language, interpretation, and understanding in the social sciences (Komsiah and Indriantoro, 2000: 98).
The research was conducted at the Shari'ah Financial Institution, Namely, Baitul Maal Wat Tamwil (BMT) "X", BMT is a combination of two institutions namely Baitul Maal which is social-oriented and Baitul Tamwil which is profit-oriented. This institution is an independent institution of Shari'ah finance that manages community funds to fund productive business activities, which God willing free from usury, to awaken and empower the economy of Muslims.
84%
5% 11%
Instagram Features That Can Create Travel Trends
Content (84 People) Hastag ( 5 People) Caption (11 people)
III. Results and Discussion
4.1. Instagram Features That Can Create Tourism Trends for Medan City
There are several features in Instagram that are able to create a tourist trend, where from 100 interviewed informants, 84 people chose that content in the form of videos and photos is the key to wide dissemination of information. In several experiments that have been carried out by Instagram content creators, if the content is interesting even without hashtags or captions (text descriptions), viewers or potential tourists will try to contact the Instagram owner to provide accurate information about tourist locations that have been posted on Instagram. In some experiments, Instagram content creators intentionally do not display hashtags or descriptions of photos or videos that are displayed with the aim of making the comment column more full so as to increase the rating for the dissemination of information more broadly.
The considerations for choosing good content are based on: 1) stunning photos or videos from various angles such as colors and shooting angles; 2) able to provide up-to-date information; 3) in less than 7 seconds the visualization must contain a message or uniqueness that is implied simply in the form of informative, novelty of place, story or experience, humor, selection of models that are able to create social encouragement to comment or share links and so on. If Instagram users have watched the video for more than 7 seconds, the success rate in creating tourism trends will be higher.
The informants who chose the caption as many as 11 people stated that a good description could increase the tourist trend better than content and hashtags because the audience wanted comprehensive information without any intrigue from the Instagram account holder. Generally, content holders intentionally do not provide information to increase reluctance, this is felt to be a 'trick' from content creators to increase the number of visits and the number of followers to their profile.
As many as 5 people chose that hashtags had a significant influence, because hashtags had a large reach for Instagram content creators with a small number of visits and followers.
Instagram users who have more than 10,000 followers, it is felt that there is no need to have a serious effort to do hashtags because the reluctance they have is already big. It is important to note that followers are not only from Instagram accounts, but viewers can follow/follow hashtags that are their favorite spectacle. The hashtags that provide tourist spectacles are quite large in followers than following their travel accounts directly. Hashtag followers already understand how to use Instagram as a daily social media.
9%
39%
5%
10%
37%
Foto (9 people) Video Reel (39 People) Story Videos (5 People) IGTV Videos(10 People) Post Videos (37 People)
4.2. The Form of the Instagram Program in Creating a Tourism Trend for Medan City The consequences of Javanese culture to agency costs that are fortified in the metaphor of trust in the theoretical level will reduce agency costs because with the mandate of awareness of the position of each between principal and agent is very high and finally, supervision not only from the other party but supervision also comes from oneself (self-awareness) and God. But in the level of practice if in carrying out an organization is not trustworthy resulting in a high-cost agency it can be explained that with the actions of operational managers who act more in the interests of themselves and are less responsible for their organization (moral hazard), and operational managers have more information than the owner, it causes the improper distribution of financing and used for the benefit of the operational manager even though the distribution through other parties. In addition, the high social cost as a result of existing conflicts, namely people who borrow funds in developing their business will be hampered because of the absence of funds in the organization, that this organization will also feel the impact that existing funds should be rotated turns out with the congestion its performance decreases which results in a decrease in profits obtained.
Aesthetics in visualizing tourist sites in the form of photos or videos is a priority in promotion through social media, especially Instagram. There are 5 content visualization features on Instagram, namely photos, video reels, story videos, IGTV videos and video posts.
There were 5 informants who stated that video stories were able to create a tourist trend. Although in the application video stories have a time period of only 24 hours of viewing, after that the content owner can save it in a summary of the story which becomes the highlight data and can be seen directly on the front porch of the Instagram account owner's profile.
Figure 1. Video Stories which later became the highlight data in instagram
For the five informants, the highlight data will not be replaced by the latest video posts so that anyone who visits the Instagram account can directly see the travel experience the content owner wants to convey. In general, in terms of viewing scope, story videos are only spread among the account owner's core circle of friends, so that their distribution is less effective, but story videos are often used for live activities or live broadcasts. It is more trusted than other features on Instagram. This trust is the guide for informants, to choose that video stories will be more appropriate to be used to create tourist trends.
Another informant stated that photos are able to create a tourist trend with the consideration that users certainly have the power to capture a lot of images so that the percentage of creating very interesting photos is certainly higher. Such a large number of photos can be displayed repeatedly as if the content owner was making continuous visits to the intended tourist location. This repeated upload is the power of photos as a medium that is able to create tourist trends that are more productive than other features. Another thing is that photos don't really need a lot of internet power to display content like videos, videos of course require download power which is very dependent on internet speed.
There were 10 informants who chose IGTV videos as content that was able to create a tourist trend because IGTV videos were felt to be more virtual and more focused than other video features. Because in this feature, content owners are free to tell their experiences when visiting a tourist location. In general, IGTV videos have a longer time power than other video features, such as post videos that are only 60 seconds long and video reels are only between 30 seconds and 60 seconds long, while IGTV videos are capable of showing 15 minutes of video duration. This makes IGTV like Instagram's Youtube. IGTV is believed to be stronger in creating branding and trust for viewers because the reviews can be arranged in such a complete way.
There are 37 other informants stated that posting videos were very friendly with the logarithm of views on Instagram, because this feature was a pioneering feature of Instagram media since it was first created. This feature displays tourist topics that are spread out territorially based on location boundaries so that the goals achieved are more focused.
Historically, this feature has a track record with a proven index in creating tourist trends.
The duration of the video is not too long and not long-winded, so it is interesting for the audience. The direct display of the number of impressions is able to give trust to the audience about whether or not the impressions displayed by the content giver are viral. The greater the number of impressions, the greater the percentage of visit motivation that has been published.
Video reels are the latest viewing model from Instagram, as many as 39 informants chose reels as a feature whose creation was intended to compete with TikTok as a rival media that is quite competitive with Instagram today. The advantage of the reels feature is that it has a very wide reach, with publish distances sometimes crossing between countries and continents, which makes the number of impressions can exceed the number of followers many times. With some examples where an account owner who only has followers under 2000 people, but is able to get the number of impressions up to more than 2 million views. Opportunities like this are a great opportunity for small follower account owners to be creative and compete to produce content without follower restrictions which has become a long-standing polemic for content creators, because the content produced often revolves around a circle of friends, while reels can send videos outside the circle of followers who ultimately become prestige and pride for content creators because their work can be seen widely. Because of the large reach, every Instagram owner today does not need to use hashtags to be reposted by large following accounts, so that creative power is increasingly wide open to be appreciated. Although it is well realized that this strength also
14
34
52 Warna (14 Orang)
Fitur (34 Orang)
Multi Dimensi (52 Orang)
has a weakness, that the distribution of impressions sometimes does not touch the targeted potential tourists, because of the very wide and wild nature of its spread.
4.3. Visual Form of Content in Creating Tourism Trends for Medan City
These three things are actually an inseparable unit in the context of the work to create a tourism trend. Based on the responses from the informants, the color of the photo or video relates to: the clarity of a visual display (what they will see and hope). Feature is a strategy for selecting the right upload model and has been explained in sub-chapter 4.2, while multidimensional is related to things that are done and witnessed when tourists are visiting a location. Because after all the colors and features used for display, if information about conditions at tourist sites is not conveyed thoroughly to tourists, it can result in disappointment for tourists who have been 'eaten by marketing' for the content spreaders.
Multidimensional examples usually relate to activities at the location, prices, challenges, modes of transportation that can be used, service systems, distances, place names, small information on challenges that may occur at tourist sites such as are there illegal levies and so on, is a multidimensional category that intended.
There were 14 informants who stated that color was able to create a tourist trend, because they thought that this was the first impression of a content. The audience will not continue the show if there is a strategy error in making the first impression of an impression.
They are of the view that today's audience needs a trigger that triggers a 'scrolling pause'.
The 'scrolling pause' is when the account holder is presented with information that is so vast, endless, and all looks the same, to the point of excruciating saturation. This incredible saturation has an impact, where Instagram users will scroll endlessly or skip or skip videos a lot in a fraction of a millisecond. The strategy in visualizing impressions is important, so that when Instagram users get the moment of saturation, they can be stunned for a moment not to skip the videos that we have. Informants who chose this color believed that Instagram users today are users who need special presentations, unlike in the past, information that tends to be the same makes today's media run out of content to present. So that color and visual data creation can be used to manipulate the viewer's mind to pause for a moment on the content that is being distributed.
67%
24%
9%
Visual Caption Aesthetics in Creating Travel Trends
Participatory (Quiz, Guessing, Short Talk) (67 People)
Informative (Location Details, Sharing Experiences, Travel Stories) (24 People)
Quotes (Words of Wisdom, Aphorisms) (9 Peole)
A total of 34 informants chose that the feature was able to create a strong viral power so that the probability of becoming a tourist trend in the community would be even greater.
Most of the informants who have experience stated that there are some very interesting visual content, but they are often wrong in using features and using upload hours. To create a travel trend, content creators must use the five features provided by Instagram repeatedly so that the trend can occur.
On the other hand, 52 informants said that multidimensional nature is a major part in creating tourism trends. Unattractive colors, whatever features are used, but if the tourist location has strengths such as: easy to reach, tourists can do different activities, the destination is a new location, the tourist location has a uniqueness that other regions don't have, has a variety of photo spots , all-in facilities (complete, such as cottages, inns, camping ground) and so on, the power of broadcast coverage will be wide by itself due to the high level of content and comment sharing that will occur.
4.4.Form of Caption (Text Description) in creating Tourism Trends for Medan City
Caption is a supporting description of the main content, namely visual content. There are many ways that content creators do to create a response from the audience, one of which is text delivery. This was done because at the beginning of the creation of Instagram, the duration of the video provided was very limited, namely 15 seconds, so the whole experience could not be told in the video. This is what makes captions or content descriptions a content that must be considered for a strategy before being widely published. There are 3 strategies in creating interactive responses from Instagram users.
There are 9 informants stated that quotes such as wise words, aphorisms and quotes can motivate the occurrence of tourism trends. This consideration is because the informant believes that there are spiritual things that happen when a person travels. The meaning of the travel process is very interesting to read for Instagram users, so to get the implied experience, Instagram users must do the same as content creators do.
The other 24 informants prioritized the integrity of the information that actually described the intended tourist location. The information must be able to create insight and knowledge that is true and good for the audience of the content.
The majority, as many as 67 people, used quizzes, guesswork, and so on to create a response flow, namely a high number of comments. It is well recognized that this type of communication can provoke an active role between two users, namely the content creator and the audience. This increases the viral power greater than one-way communication such as quote captions and informative captions. Also from this, the followers of the content creators don't feel like they are being used for the sake of increasing followers only. The existence of this two-way communication makes the relationship between content creators and their followers active, interactive and real.
Broadly speaking, the choice of quote captions is a type of tourism actor who relies heavily on the meaning of a trip and likes things related to literature, this model is considered very difficult to go viral because only a few people like content packaging like this.
Informative caption fans are the type of tourism actors who want concrete and proficient information in their communication, for them sharing information to increase insight is more useful, because users only use social media for a certain time. The majority of voters for this type of caption are married and have worked, also in terms of age, they have matured in sharing stories so that the storytelling content in a story becomes the main domain for them.
Caption voters with participatory nature are the largest, namely millennial users who actively use social media. Most of these caption selectors are students and users under the age of 25. This type of user spends more than 5 hours using Instagram as a medium of information.
From the side of the travel trend carriers, the most dominant are users with participatory captions. These users are very capable of creating trends with their various reviews, because most Instagram users tend to be just spectators. With an average comparison, for only 1 million impressions, active comments are only around 3000 people, which means that 997 thousand users are active viewers but do not want to interact and react deeply to a content, but in real terms it still has an impact on increasing visits to a tourist area.
V. Conclusion
Based on the discussion above, it can be concluded that:
1. The Instagram feature is able to create a tourist trend for Medan city 2. The forms of Instagram programs create tourist trends for Medan city 2. Video stories which later became the highlight data on Instagram
4. Visual form of content in creating tourist trends for Medan city during the covid-19 pandemic
5. The form of Caption (Text Description) can create a tourist trend Medan city with the response of the audience on Instagram
Acknowledgements
We would like to acknowledge the research Institute University of Sumatera Utara for the grant and facility given for this research. We also acknowledge the assistance of my staff that helps us in technical work of this paper.
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