SOCIAL MEDIA MARKETING IN EFFORTS TO BUILD IMAGE FOR VISITING DECISIONS OF THE BENGKULU REGIONAL TOURISM (CASE STUDY ON PESONA 88 CURUP IN REJANG LEBONG REGENCY)

The tourism sector is able to contribute to regional income while being able to
build and strengthen the reputation of an area. Rejang Lebong Regency is one of the areas in
Bengkulu Province, this area has very promising tourism potential. Rejang Lebong Regency
has advantages over other regions. Geographically, Rejang Lebong is located in a
mountainous area with very cool environmental conditions, with various natural and artificial
tourism facilities to be used as family tourist destinations. Digital marketing for the tourism
sector is a study that becomes an interesting new concept to be associated with the study of
tourism in an area. The concept of digital marketing if applied to the tourism sector will
allow convenience in promoting local tourism with limited capital. Tourism promotion is one
of the important aspects for the sustainability of tourism in the digital era. One of the best
tourism marketing tools that can be used is digital marketing through the use of social media
(Social Media Marketing). Pesona 88 Curup is one of the artificial tourism destinations that
is managed by a private person located in Rejang Lebong Regency. In a month tourist visits
reach about 4000 visitors. The results of initial observations also show that Pesona 88 Curup
is very active in carrying out digital marketing activities by utilizing social media. This study
focuses on the implementation of social media marketing in an effort to build an image for
the decision to visit tourist attractions using descriptive research methods with a qualitative
approach. The informant selection technique used purposive sampling. Data analysis was
carried out using the Miles and Huberman method. The results of the study will describe the
forms of application carried out by the management of Pesona 88 Curup to build a good
image and reputation through tourist visit decisions.
Keywords: Social Media Marketing, Tourism Communication, Tourism Promotion, Image,
Regional Tourism of Rejang Lebong Regency