Representation of Third-World Tourism Place in Instagram ()
ABSTRACT
The representation of third-world destination in the various forms of
tourism marketing media was highlighted by previous studies. Meanwhile, social
media were used commonly by tourism agencies to engage with tourists for the
purpose of destination marketing. However, minimal research reported on
third-world tourism representation in social media. Guided by orientalism
theory, this study analysed photos and their captions posted in the official Instagram account of Indonesia Tourism Ministry to
identify how third-world tourism was represented. The findings of the study showed that in
terms of the destination, the theme of the landscape was promoted more
prominently than two other themes (culture and service). Two sub-dimensions
were highlighted in terms of people (the host and tourist) depiction: physical
role and clothing. The study pointed out that the host was more represented in
their active roles and in cultural/festival custom as well as in uniform;
meanwhile, the tourist was more presented in their passive roles and in casual,
and swimwear. Two ideas of binary position were uncovered by the study based on
those findings: modern/traditional and master/servant. Besides, some related
issues were raised through the study findings and recommended to be addressed
for future research.
Share and Cite:
Taufiqqurrachman, . (2020) Representation of Third-World Tourism Place in Instagram.
Open Journal of Social Sciences,
8, 336-354. doi:
10.4236/jss.2020.84024.
Cited by
No relevant information.