PESAN PROMOSI WISATA KABUPATEN CILACAP MELALUI MEDIA INSTAGRAM (Analisis Isi Kualitatif pada Akun @disparpora.cilacap)

This study aims to analyze the construction of tourism promotional messages for Cilacap Regency through Instagram content published on the account @disparpora.cilacap. The research is grounded in the increasing use of Instagram as a digital marketing communication medium by local government institutions, particularly in promoting tourism attractions through visual, narrative, and interactive content. This study employs a constructivist paradigm, a qualitative approach, and an interpretative research type using qualitative content analysis. The primary data consist of 25 tourism promotional posts in the form of Feed posts, Carousels, and Reels published between February 3 and June 3, 2025. Data were collected through documentation and non-participant digital observation, while the sampling technique used was total sampling based on predetermined inclusion and exclusion criteria. The analysis focuses on visual elements, captions, hashtags, call-to-action elements, content formats, and forms of Integrated Marketing Communication, including advertising, public relations, sales promotion, direct marketing, and interactive marketing. The findings show that tourism promotional messages for Cilacap Regency are constructed through the integration of visual, verbal, digital, and marketing communication elements. The content published by @disparpora.cilacap presents diverse tourism attractions, including natural and marine tourism, cultural tourism, historical tourism, religious tourism, culinary tourism, creative economy products, and regional tourism events. Visual elements function to create initial attraction, captions provide informational context and persuasive narratives, hashtags strengthen digital identity, call-to-action elements direct audience responses, while Feed, Carousel, and Reels formats determine how promotional messages are delivered. The findings also indicate that forms of Integrated Marketing Communication appear through destination introduction, institutional image building, event publication, provision of practical information, and the creation of digital interaction spaces. However, the construction of promotional messages still needs to be strengthened in terms of visual quality consistency, caption depth, hashtag relevance, clarity of call-to-action elements, and content format selection. This study confirms that Instagram can serve as a strategic medium for local governments in constructing tourism image and identity through integrated promotional messages.