TOURISM MARKETING STRATEGIES IN UTILIZING INSTAGRAMMABLE SPOTS OF MOUNT PAPANDAYAN TOURISM IN INDONESIA

This study aims to identify Instagramable spots in Mount Papandayan tourist areas; to measure the gap of tourists' perception of Instagrammable spots; and to find appropriate marketing strategy for shareholders to improve the tourists' interest in visiting Mount Papandayan. This was a quantitative study and applied Importance Performance Analysis (IPA). The population of this study was tourists who have visited all spots in Mount Papandayan. A total of 100 respondents were selected based on purposive sampling technique. It used a questionnaire to collect the data. The result of the study showed that there was only a small gap between tourists' expectations and reality. It could be concluded that Instagrammable spots in Mount Papandayan met the tourists' expectations. The implication of this study is creating an effective marketing strategy in managing Mount Papandayan Tourism via Instagram.