Digital Communication Strategies In Building Destination Image: A Content Analysis of Instagram Namu Hejo Riverside Glamping
DOI:
https://doi.org/10.32659/tsj.v11i1.464Keywords:
User-Generated Content, Destination Image, Glamping, co-creation, Social MediaAbstract
This study explores digital communication strategies in shaping the destination image of Namu Hejo Riverside Glamping through a qualitative content analysis of its official Instagram account. A total of 37 posts, combining internal content and curated user-generated content (UGC), were examined to identify visual and narrative dimensions of representation. Findings show that UGC dominates the construction of destination identity, highlighting nature, comfort, recreational activities, aesthetic appeal, and audience inclusivity. By reposting visitors’ experiences, the management strategically employs UGC as social proof, strengthening credibility while engaging in a co-creation process that positions tourists as active value creators. However, this strategy also presents a paradox. The emphasis on curated, aesthetically pleasing, and positive narratives produces a homogenized image that risks overlooking critical or negative experiences. Such selective representation illustrates the ambivalence of UGC, which can simultaneously reinforce or weaken destination legitimacy. Academically, this study contributes to tourism communication literature by framing UGC not only as authentic expression but also as a managed social practice embedded in digital strategies. Practically, it demonstrates how medium-scale glamping destinations can optimize social media with minimal internal production, while emphasizing the need for more layered narratives to sustain long-term image relevance.
References
Abdillah, F., Afiff, A. Z., Hijrah Hati, S. R., & Furinto, A. (2022). A local destination story for the restoration of the destination image affected by Covid-19 crisis: evidence from Indonesia. Heliyon, 8(6). https://doi.org/10.1016/j.heliyon.2022.e09784
Aboalganam, K. M., AlFraihat, S. F., & Tarabieh, S. (2025). The Impact of User-Generated Content on Tourist Visit Intentions: The Mediating Role of Destination Imagery. Administrative Sciences, 15(4). https://doi.org/10.3390/admsci15040117
Baloglu, S., & Mccleary, K. W. (1999). A Model of Destination Image Formation. Annals of Tourism Research, 26(4), 868–897. https://doi.org/10.1016/S0160-7383(99)00030-4
Belén Rodríguez-Hidalgo, A., Sixto-García, J., & Tamayo-Salcedo, A. L. (2024). The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya. Frontiers in Communication, 9. https://doi.org/10.3389/fcomm.2024.1502109
Benevento, E., Aloini, D., Roma, P., & Bellino, D. (2025). The impact of influencers on brand social network growth: Insights from new product launch events on Twitter. Journal of Business Research, 189. https://doi.org/10.1016/j.jbusres.2024.115123
Bilan, Y., Tovmasyan, G., & Dallakyan, S. (2024). The Impact of Digital Technologies on Tourists’ Travel Choices and Overall Experience. Journal of Tourism and Services, 15(29), 153–175. https://doi.org/10.29036/jots.v15i29.805
Budiasa, I. M., Supatra, I. K., & Nurjaya, I. W. (2019). Implementation of Green Tourism Concept on Glamping Tourism in Bali. Proceedings of the International Conference On Applied Science and Technology 2019 - Social Sciences Track (ICASTSS 2019). https://doi.org/10.2991/icastss-19.2019.44
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Chen, X., Yin, Y., Jiang, M., & Lin, H. (2023). Deep Analysis of the Homogenization Phenomenon of the Ancient Water Towns in Jiangnan: A Dual Perspective on Landscape Patterns and Tourism Destination Images. Sustainability (Switzerland), 15(16). https://doi.org/10.3390/su151612595
Cherifi, B., Smith, A., Maitland, R., & Stevenson, N. (2014). Destination images of non-visitors. Annals of Tourism Research, 49, 190–202. https://doi.org/10.1016/j.annals.2014.09.008
Delamontano, E., Cipta Endyana, Yunus Winoto, & Evi Novianti. (2025). Youth Engagement Strategies in Citarum River Cleanup Campaigns via Instagram: A Mixed-method Content Analysis. INJECT (Interdisciplinary Journal of Communication), 10(1), 1033–1052. https://doi.org/10.18326/inject.v10i1.4666
Dobber, T., & Hameleers, M. (2025). The Social Media Comment Section as an Unruly Public Arena: How Comment Reading Erodes Trust in News Media. Electronic News, 19(1), 3–18. https://doi.org/10.1177/19312431241268011
Du, S., & Cheong, C. Y. M. (2025). Beyond the scenic view: a multimodal discourse analysis of sustainable tourism imaginaries on TikTok in Anhui, China. Humanities and Social Sciences Communications, 12(1). https://doi.org/10.1057/s41599-025-05015-3
Echtner, C. M., & Ritchie, J. R. B. (1993). The Measurement of Destination Image: An Empirical Assessment. Journal of Travel Research, 31(4), 3–13. https://doi.org/doi.org/10.1177/0047287593031004
Eitzenberger, F. J., & Thimm, T. (2024). Perception disparity: Analyzing the destination image of Uzbekistan among residents and non-visitors. Journal of Destination Marketing and Management, 34. https://doi.org/10.1016/j.jdmm.2024.100946
Fatanti, M. N., & Suyadnya, I. W. (2015). Beyond User Gaze: How Instagram Creates Tourism Destination Brand? Procedia - Social and Behavioral Sciences, 211, 1089–1095. https://doi.org/10.1016/j.sbspro.2015.11.145
Fazeli, S., Sabetti, J., & Ferrari, M. (2023). Performing Qualitative Content Analysis of Video Data in Social Sciences and Medicine: The Visual-Verbal Video Analysis Method. International Journal of Qualitative Methods, 22. https://doi.org/10.1177/16094069231185452
Foroudi, P., Akarsu, T. N., Ageeva, E., Foroudi, M. M., Dennis, C., & Melewar, T. C. (2018). Promising The Dream: Changing destination image of London through the effect of website place. Journal of Business Research, 83, 97–110. https://doi.org/10.1016/j.jbusres.2017.10.003
Frías-Jamilena, D. M., Polo-Peña, A. I., Peco-Torres, F., & Sabiote-Ortíz, C. M. (2024). Can co-creating a “slow destination” image boost sustainability? Journal of Destination Marketing and Management, 32. https://doi.org/10.1016/j.jdmm.2024.100898
Guerreiro, M., Pinto, P., Ramos, C. M. Q., Matos, N., Golestaneh, H., Sequeira, B., Pereira, L. N., Agapito, D., Martins, R., & Wijkesjö, M. (2024). The online destination image as portrayed by the user-generated content on social media and its impact on tourists’ engagement. Tourism and Management Studies, 20(4), 1–15. https://doi.org/10.18089/tms.20240401
Istighfarany, A. G., Kartika, T., Aryanti, N. Y., & Wardhani, A. C. (2025). Digital Communication Strategy Of Generation Z In Food Waste Management To Achieve SDGs In Ruang Pangan Lampung Community. INJECT (Interdisciplinary Journal of Communication), 10(1), 1053–1072. https://doi.org/10.18326/inject.v10i1.4724
Jebbouri, A., Zhang, H., Imran, Z., Iqbal, J., & Bouchiba, N. (2022). Impact of Destination Image Formation on Tourist Trust: Mediating Role of Tourist Satisfaction. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.845538
Jokom, R., Semuel, H., & Wijaya, S. (2025). Sustainable tourism experiences: the role of digital technology and government support in creating tourists’ memorable experiences. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2025.2482026
Laksmi, G. W., Dewi, T. R., Tarigan, E., Oktadiana, H., & Ingkadijaya, R. (2024). Studi Bibliometrik Eksplorasi Tren Glamping 2019-2024. Jurnal Ilmiah Pariwisata, 29(2), 169. https://doi.org/10.30647/jip.v29i2.1787
Lopes, S. D. F. (2011). Destination image: Origins, Developments and Implications. PASOS. Revista de Turismo y Patrimonio Cultural, 9(2), 305–315. https://doi.org/10.25145/j.pasos.2011.09.027
Luvsandavaajav, O., Narantuya, G., Dalaibaatar, E., & Zoltan, R. (2022). A Longitudinal Study of Destination Image, Tourist Satisfaction, and Revisit Intention. Journal of Tourism and Services, 13(24), 128–149. https://doi.org/10.29036/jots.v13i24.341
Mannay, D. (2015). Visual, Narrative and Creative Research Methods (1st Edition). Routledge. https://doi.org/https://doi.org/10.4324/9781315775760
Marine-Roig, E. (2021). Measuring Online Destination Image, Satisfaction, and Loyalty: Evidence from Barcelona Districts. Tourism and Hospitality, 2(1), 62–78. https://doi.org/10.3390/tourhosp2010004
Marine-Roig, E., & Ferrer-Rosell, B. (2018). Measuring the gap between projected and perceived destination images of Catalonia using compositional analysis. Tourism Management, 68, 236–249. https://doi.org/10.1016/j.tourman.2018.03.020
Marques, C., Vinhas da Silva, R., & Antova, S. (2021). Image, satisfaction, destination and product post-visit behaviours: How do they relate in emerging destinations? Tourism Management, 85. https://doi.org/10.1016/j.tourman.2021.104293
Matthes, J., Nguyen, G., Koban, K., Meerson, R., Khaleghipour, M., Garner, D. S., Bührer, S., & Kirchmair, T. (2025). Discursive consequences of social media hostility: Chilling effects, avoidance, and intervention behaviors of emerging adults in the U.S. and Indonesia. Computers in Human Behavior, 171. https://doi.org/10.1016/j.chb.2025.108704
Mirzamurodova Kizi, A. A., Zielinski, S., Milanes, C. B., & Ahn, Y. joo. (2025). Tourist Destination Image Projected by YouTube Travel Videos: The Case of Seoul, Republic of Korea. International Journal of Tourism Research, 27(3). https://doi.org/10.1002/jtr.70049
Mustofa, M. (2022). Kawasan Wisata Glamping di Lereng Gunung Bismo Dengan Pendekatan Eco-Architecture. Journal of Economic, Business and Engineering (JEBE), 4(1).
Naeem, M., Ozuem, W., Ranfagni, S., & Howell, K. (2025). User Generated Content and Brand Engagement: Exploring the role of electronic semiotics and symbolic interactionism on Instagram. Computers in Human Behavior, 168. https://doi.org/10.1016/j.chb.2025.108642
Naghizadeh, R. (2021). Semiotic Analysis in Tourism. Journal of Tourism & Sports Management (JTSM), 4(2), 415–422. https://www.researchgate.net/publication/350950359
Ngurah, G., Kade, A., Arsana, D., Bethany, L., & Smith, O. (2024). Empowering Tourism Communication for Sustainable Village Development. Startupreneur Business Digital (SABDA Journal, 3(2), 123–130. https://doi.org/10.330550/sabda.v3i2.560
Niu, Y. (2025). The Impact of User-Generated Content on Consumer Trust and Brand Loyalty. Proceedings of the 4th International Conference on Business and Policy Studies. https://doi.org/10.54254/2754-1169/161/2025.19906
Ntousi, E., Lazaris, C., Katiaj, P., & Koukopoulos, A. (2025). Directed Consumer-Generated Content (DCGC) for Social Media Marketing: Analyzing Performance Metrics from a Field Experiment in the Publishing Industry. Systems, 13(2). https://doi.org/10.3390/systems13020124
Peruchi, D. F., de Jesus Pacheco, D. A., Todeschini, B. V., & ten Caten, C. S. (2022). Moving towards digital platforms revolution? Antecedents, determinants and conceptual framework for offline B2B networks. Journal of Business Research, 142, 344–363. https://doi.org/10.1016/j.jbusres.2021.12.036
Puspa, W. C., & Setyo, N. P. (2024). Penerapan Arsitektur Berkelanjutan Pada Agrowisata Glamping Kopi Robusta di Desa Muncar, Temanggung. Senthong: Jurnal Ilmiah Mahasiswa Arsitektur, 7(2), 502–513. https://jurnal.ft.uns.ac.id/index.php/senthong/index
Putra, A. G. I., Hermanto, B., Winoto, Y., Novianti, E., & Fiandra, Y. (2025a). Astrophotography as a Medium for Affective Sustainability Communication in Alternative Tourism: A Qualitative Study Using Photo Elicitation. INJECT (Interdisciplinary Journal of Communication), 10(2), 321–336. https://doi.org/10.18326/inject.v10i2.4890
Putra, A. G. I., Hermanto, B., Winoto, Y., Novianti, E., & Fiandra, Y. (2025b). Melampaui Keindahan Langit: Astrofotografi sebagai Media Komunikasi Visual dalam Pariwisata Berkelanjutan. In PARIWISATA BERKELANJUTAN DI ERA DIGITAL: Mewujudkan Industri yang Berdaya Saing, Inklusif, dan Ramah Iklim dalam Kerangka SDGs (pp. 2–23). Satria Publisher. https://www.researchgate.net/publication/394304854
Rikzan, W. M., Sukowiyono, G., & Teguh Ujianto, B. (2023). Agrowisata Glamping Ground Tema: Arsitektur Tropis. Jurnal Pengilon, 7(2).
Roziqin, A., Kurniawan, A. S., Hijri, Y. S., & Kismartini, K. (2023). Research trends of digital tourism: a bibliometric analysis. Tourism Critiques: Practice and Theory, 4(1/2), 28–47. https://doi.org/10.1108/trc-11-2022-0028
Sarasvuo, S., Rindell, A., & Kovalchuk, M. (2022). Toward a conceptual understanding of co-creation in branding. Journal of Business Research, 139, 543–563. https://doi.org/10.1016/j.jbusres.2021.09.051
Su, Q., & Li, F. (Sam). (2024). Influence of time metaphor and destination image proximity on tourist responses. Tourism Management, 105. https://doi.org/10.1016/j.tourman.2024.104942
Sugathan, P., & Ranjan, K. R. (2019). Co-creating the tourism experience. Journal of Business Research, 100, 207–217. https://doi.org/10.1016/j.jbusres.2019.03.032
Suryatini, N. W., Juniman, P. T., Riesardhy, A. W., & Irwansyah. (2025). User-Generated Content: A Systematic Literature Review (SLR) Research. JURNAL KOMUNIKASI INDONESIA, 14(1). https://doi.org/10.7454/jkmi.v14i1.1235
Sustacha, I., Baños-Pino, J. F., & Del Valle, E. (2023). The role of technology in enhancing the tourism experience in smart destinations: A meta-analysis. Journal of Destination Marketing and Management, 30. https://doi.org/10.1016/j.jdmm.2023.100817
Theodorakopoulos, L., Theodoropoulou, A., & Klavdianos, C. (2025). Interactive Viral Marketing Through Big Data Analytics, Influencer Networks, AI Integration, and Ethical Dimensions. In Journal of Theoretical and Applied Electronic Commerce Research (Vol. 20, Issue 2). Multidisciplinary Digital Publishing Institute (MDPI). https://doi.org/10.3390/jtaer20020115
Tiago, F., Gil, A., Stemberger, S., & Borges-Tiago, T. (2021). Digital sustainability communication in tourism. Journal of Innovation and Knowledge, 6(1), 27–34. https://doi.org/10.1016/j.jik.2019.12.002
Usman, O., & Wijaya, C. N. S. (2025). The Influence of Social Proof and User-Generated Content (UGC) on Brand Perception through Consumer Trust among Digital Consumers. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM) 2025, 3. https://doi.org/10.21009/ISC-BEAM.013.191
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022
Wayan, N., Yani, M. N., Lianda, N. P., Puspita, A., & Tika Virginiya, P. (2024). The Importance of Destination Image and Tourist Self-Congruity in Increasing Intention to Visit: A Case Study on Generations Y and Z at the Seaweed Tourism Destination in Nusa Penida, Bali. Jurnal Ilmiah Manajemen Dan Bisnis, 9(1), 65–76. https://doi.org/10.38043/jimb
Ye, H., & Tussyadiah, I. P. (2011). Destination visual image and expectation of experiences. Journal of Travel and Tourism Marketing, 28(2), 129–144. https://doi.org/10.1080/10548408.2011.545743
Zlatanov, S., & Đuričanin, J. (2023). The evolving interaction between traditional marketing channels and the digital age. Conference Proceedings : ICEMIT, 175–181. https://doi.org/10.46793/ICEMIT23.175Z
Zuo, B., Tsai, C. H. (Ken), Su, C. H. (Joan), Jantes, N., Chen, M. H., & Liu, J. (2023). Formation of a tourist destination image: Co-occurrence analysis of destination promotion videos. Journal of Destination Marketing and Management, 27. https://doi.org/10.1016/j.jdmm.2023.100763
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2025 Wina Yuwina, Evi Novianti, Yunus Winoto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
-
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
-
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
