INCREASING ENGAGEMENT RATE IN LIBRARY MARKETING AS EDUCATIONAL TOURISM : A CASE STUDY FROM BANDUNG CITY LIBRARY

Dea, Latul Inayah Agustin (2023) INCREASING ENGAGEMENT RATE IN LIBRARY MARKETING AS EDUCATIONAL TOURISM : A CASE STUDY FROM BANDUNG CITY LIBRARY. D4 thesis, Poltekpar NHI Bandung.

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Abstract

This study examines the potential of libraries as tourism destinations and the role of social media marketing, specifically Instagram, in promoting library services. The case study focuses on the Bandung Library with named Instagram account @Disarpuskotabdg in Bandung City, West Java, Indonesia. The research aims to analyze the current situation of Instagram management, identify goals to increase engagement rate. The theoretical background encompasses the concept of libraries as tourist attractions, the definition of social media marketing and Instagram, and the importance of engagement rate. The study proposes using a model based on maintaining consistent branding, understanding the audience, posting regularly, creating better captions, engaging with followers, creating mixed content, using callto-actions, and tracking statistics to increase engagement rate. The research objectives is understanding library functions, social media marketing and importance of increasing the engagement rate on Instagram. The limitations of the research are focused on Instagram as the social media platform of interest. The research holds academic significance by providing a reference for future research and enriching social media marketing knowledge in the field of tourism destinations. Furthermore, it has practical significance for the Bandung City Archives and Library Official, other libraries in Indonesia, and researchers in enhancing social media marketing strategies and problem-solving abilities. Keywords: Library, tourism destination, attraction, social media marketing, Instagram, increasing engagement rate, Bandung City Library

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