THE EFFECTIVENESS OF SOCIAL MEDIA IN PROMOTING RAJA AMPAT

AS TOURISM DESTINATION

Cindytia Claudy

Herlan Wijaya

Januarika

Reynard Bernadi

Abstract – Raja Ampat has been known as one of most popular tourism destination in Indonesia. Raja Ampat, or the Four Kings, is an archipelago comprising over 1,500 small islands, cays, and shoals surrounding the four main islands of Misool, Salawati, Batanta, and Waigeo, and the smaller island of Kofiau. The Raja Ampat archipelago is the part of Coral Triangle which contains the richest marine biodiversity on earth. This research is focus on the effectiveness of social media in promoting Raja Ampat as tourism destination and the influences to attract people to go there. As Indonesia has a lot of beautiful tourism destination that still struggling in promoting their place as tourism destination.

Method – The researches choose to conduct focus group discussion as the method of research of this study. The reason for choosing this method is because it would be significantly efficient, compared with interview, and to be able to gather many data at once. The participants would be Indonesian who is active on social media.

Results – The result of this research are showing that social media role is very influential for promoting tourism destination as nowadays a lot of people have started using Internet for daily usage.

Research objective: To investigate the effectiveness of social media in promoting a destination (Raja Ampat).

Research question: To what extend does the effectiveness of social media in promoting a destination (Raja Ampat)?

Tourism

Marketing of Indonesia tourism

- To get to know about Indonesia tourism- To create awareness of Indonesia tourism

Social media marketing of a destination

- To learn about marketing in tourism- To communicate Indonesia’s tourism

- To investigate the effectiveness of social media in promoting a destination

- To promote Indonesia tourism

Research Background:

SOCIAL MEDIA IN INDONESIA

With the population of 259.1 million people, Indonesia has become the largest in the region and fourth largest in the world. Not only does the population that is growing, but also their use of internet and social media is rapidly growing.

Based on We Are Social’s compendium of world digital statistic (2016), stated that Indonesia now has 88.1 million active internet users or 34% of the total population, with 15% growth since January 2015. Moreover, the active social media users recorded are 79 million with 10% growth compared last year.

Figure 1: Digital in Indonesia

Source: We are social compendium of world digital statistic 2016

Likewise the growing size, the time spent on the internet are also considerably high with 48% are using internet daily and 35% using the internet at least once a week. Along with the internet usage, the average time spend of social media is recorded 2 hours and 51 minutes of use daily.

Figure 2: Top active social platforms in Indonesia

Source: We are social compendium of world digital statistic 2016

Additionally, based on the same compendium, reported that the most popular social media platform used are Facebook, Google+, Twitter, and followed by Instagram and Pinterest. Furthermore, based on the age statistic from Facebook, show that the majority of their users in Indonesia are age range from 20-29 with 44%, followed by 13-19 with 33%.

RAJA AMPAT PROFILE

Where is Raja Ampat?

The Raja Ampat archipelago, part of the Coral Triangle, located at the northwest corner of Indonesia’s West Papua province, encompassing 40,000 km² of land and sea and including a series of more than 1,500 islands which surround the main islands of Misool, Salawati, Batanta and Waigeo.

Located at the intersection of the Indian Ocean and the Pacific Ocean, Raja Ampat has been described as a ‘species factory’.

Powerful deep-sea currents funnel nutrients into Raja Ampat’s delicate fringing coral reefs, blue water drop-offs, mangrove flats, and seagrass beds to form the foundation of the food chain, which feeds a spectacular diversity of marine life.

Biodiversity of Raja Ampat.

This area is home to 1,511 species of reef fish in the Bird’s Head Seascape;

More than 1,320 species of coral reef fish

Five species of rare and endangered sea turtles including the hawksbill sea turtle

600 species of hard coral within the Bird’s Head Seascape—75% of the total for the entire world

13 marine mammal species including the dugong

700 species of mollusk—including 7 giant clam species

57 species of mantis shrimp within the Bird’s Head Seascape

10 times the number of hard coral species found in the entire Caribbean

And 27 species of endemic reef fish found only in that area

Native Inhabitant of Raja Ampat

Raja Ampat’s native inhabitants consist of more than 10 traditional tribes. There are indigenous tribes who had inhabited the islands of Raja Ampat migrating from other islands around Raja Ampat. In Raja Ampat Tourism Profile Book, West Papua, a book published by the Ministry of Culture and Tourism of Raja Ampat district, it is mentioned that there are at least 12 indigenous tribes now residing Raja Ampat islands.

Figure 3: current standing of Raja Ampat on Instagram

Source: Instagram

RAJA AMPAT TOURISM

Raja Ampat tourism is first started over a decade ago with some of the foreigner visitors are scientist and biologist who exploring Raja Ampat underwater world. Their research result were then spread, and since then has attract thousands of international and local tourist.

The tourism of Raja Ampat is first started to booming in 2012, where they have around 7 resorts available and always fully book during high seasons, different from 2008 where there is only 2 resorts available for tourist.

In 2014, the Raja Ampat tourism agency reported that there are around 15,000 foreign tourist come to visit Raja Ampat, surpassing the number of domestic tourist that is only around 5,000 tourist annually. Where the main attraction for the tourist is still the mesmerizing underwater world of Raja Ampat and its surrounding natural scenery.

CURRENT STANDING OF RAJA AMPAT IN SOCIAL MEDIA

To found out the current standing of Raja Ampat in social media, the researchers will use the medium of hashtag on one of the social media platform. In this case is Instagram as it is one of the predominant site in sharing and promoting tourism destination, as well as it is traceable by using hashtag. The hashtag that the researchers use is #RajaAmpat in finding how many posts does Raja Ampat has.

The result is shown that #RajaAmpat only has 176,006 posts from the entire Instagram, which can be considered low for one of international tourist destination in Indonesia. If compared with established tourist destination such as #Bali, we can see the discrepancy, with more than 15 million posts. Or compared with #Lombok that is still has more than 1.3 million posts.

Focus Group QuestionsGroup profile:

People who has never been to Raja Ampat Active on social media College student with various major background

1. How often do you travel? Where? Do you like to travel within Indonesia?

2. Why do you like to travel?3. How do you gain information regarding your destination? 4. How many of you used social media?

How many social media did you used daily? Mention. How often do you used it?

5. Is social media an option to seek for information when you travel? 6. To what extend do social media affect the destination?7. What do you think about Indonesia tourism destination used of social media?

Which destination that you can find the information easily on social media? What is your favorite destination that you found on social media? Why do you choose that? What part of it that makes you interested?

8. How intriguing those social media posting to you? Have you ever planned a trip based on those social media posting?

9. Do you know about Raja Ampat? What is it? Where is it? What is the major tourist attraction of Raja Ampat? Is there any sufficient information about Raja Ampat on social media?

10. What do you think of the current promotion and posting of Raja Ampat in social media? What is lacking from the current situation of Raja Ampat on social media?

11. Would you be interested to make a trip to Raja Ampat based on the available social media postings?

Why? Why not?12. How do you think we can use social media to promote Raja Ampat?

How effective do you think it would be? Would it attract more people to visit Raja Ampat?

Research MethodologyOn this research, the researchers used inductive approach, which is useful to explore the

effectiveness of social media in promoting Raja Ampat as tourism destination. In the inductive method, theory usually follows the data derived from the research. In this research, the researcher decides to use qualitative method because the researcher wants to explore further information and this is the most suitable method. This is why the data obtained by this researcher will mostly in words from instead of numbers.

In conducting this research study, the researchers will adopt an exploratory research design; whereby the researcher wants to get further insights and exploring all the predefine theory. The purpose of the explanatory research itself is to gather as much information as possible.

The researchers will make focus group discussions which is consist of 5 people of Indonesian, college student, and active on social media. The researches want to focus on the social media tools in promoting tourism destination; the reason is because nowadays social media takes a significant part in society everyday lives, and currently one of the most effective way in promotion and advertising.

By using focus group discussion, it allows the researcher to develop a richer understanding regarding the research question and objective, which in this research can give a complete understand and comprehensive description regarding whether the social media can influence people and promoting tourism destination.

Besides that, the research also uses data coding to develop the ideas on how the data should be displayed in the purpose to get the conclusion. The data coding is using inductive approach. Which for the result, the researcher decide to divides into three themes along with four coding and nine sub-coding. The participant perception is included in order to discover more about the participants’ opinion, which believes it will be support the research study towards the effectiveness of social media recommendation and the sub-coding is made according to the most data obtained.

Figure 4: The inductive coding approach

Research Findings and AnalysisTheme 1: Internet

The first finding was about internet. From the data we collected from focus group interview, we have two coding that answered our findings. Our first coding was Google, all of our respondents confirmed that they used Google to search information regarding the destination. One of the respondents stated:

“Directly search on the website”, (Marketing student, male).

He explained that he preferred to use Google as the source of information when searching destinations, as it can answered all of his questions such as detail information about location, things to do and recommendations.

The second coding was Instagram. Instagram is one of the social media that have high number of user. Based on our focus group interview, all of our respondents have Instagram. One of the respondents explained that he used in Instagram as their most active social media:

“At least 4. Hmm.. tapi Instagram dan Facebook yang paling aktif”, (International Business sudent, male).

And they find Instagram as one of the most effective source to find information about destinations. For example, a friend posted a photo of a destination motivates them to travel especially if the place is wonderful. Instagram also give information about current trend destination anywhere in the world, not only in Indonesia. The result of our findings shows that Instagram and Google search engine are the most effective source of information.

Theme 2: Behavior

The second finding was about behavior. Based on our findings from our focus group discussion, we found another correlation with our first theme which is their behavior of their internet use. The first coding that we found was their daily usage of internet, which shown in one of our respondent respond of their frequency of internet usage which stated:

“Everyday” (Male, 20 years old, accounting student)

The coding was also supported by another responded said

“Every hour” (Male, 20 years old, marketing student).

From these findings, we found that the usage of internet is very significant, with the result of highly frequent use of internet which includes social media as according to our first theme.

Furthermore, our second coding result is their perceptions towards visiting Raja Ampat, and their perceptions about social media promotions. Our findings show that most of our respondents are quite motivated from social media promotions that they see. This result is supported by the respondent answer said:

“Lumayan motivated” (Male, 20 years old, marketing student).

Based on the result, we can see that social media promotion has a huge impact in motivating people to travel. Lastly, our third and final coding result is their attractiveness in domestic travel and the appeal of Raja Ampat to attract visitor. Based on the focus group discussion respond, the entire respondents is attracted to travel domestically within Indonesia. A respond said:

“Asal tempatnya bagus, tertarik” (Male, 20 years old, marketing student),

While another answer supporting the statement said:

“Kalau jalan sama temen, lebih tertarik dalam negeri sih” (Male, 20 years old, accounting student).

Moreover, another question asking would the appeal of Raja Ampat attract people, also received unanimous answer said it would attract people. It is supported with the respond said:

“Tertarik, pantainya bagus” (Male, 20 years old, accounting student), and another respondent answer “Iya, pasti tertarik” (Male, 20 years old, international business student).

From these result, we can conclude that people do attracted to travel within Indonesia, as well as to visit Raja Ampat.

Theme 3: Raja Ampat

The third finding was about Raja Ampat. Every person of our focus group discussion confirms that they have known about Raja Ampat. They know about the place but they haven’t go to there. The answers to confirm this finding which is about “Where Raja Ampat it is:

“It’s located in East of Indonesia, Papua.”

Based on this quote, the person is known about the location of Raja Ampat. Besides there, they also have known about the major tourist attraction in there which is popular. This finding was confirmed by the answer of the participant which is:

“I’ve known Raja Ampat about the beautiful scenery of the environment and the beach and also including the diving activities. I like the scenery of Raja Ampat because the scenery makes me

feel like in the heaven. It can be called as a “Hidden Paradise.”

Based on this quote, the person is impressed with Raja Ampat, this is because Raja Ampat is one of the most exotic tourist destination which is have been known about its beautiful panoramic of the beach and amazing marine landscape. The Raja Ampat islands are a truly natural phenomenon with enormous biological diversity. Raja Ampat’s natural conditions, high endemic level of land, sea biodiversity, coastal ecology, and local culture & tradition the islands offer more than just amazing landscapes to photograph. Not only the amazing panoramic scene that are offered by Raja Ampat but also diving activities which is have been attract many people in this world. This finding can be confirm through one of the answer of our participant which is about:

“Raja Ampat is definitely ranked as the #1 Diving Areas in the world, based on the marine life diversity, the visibility, the dive sites and the availability of decent resorts, besides the plethora of Live-aboard. Totally stunning dives in nearly crystal clear waters, with magnificent and undamaged coral growth, billions of different marine species, from the smallest crustaceans to full sized Oceanic Mantas. If I have a chance to go there, I would like to try the diving activities even though I’m a little bit scary of it. ”

Based on this quote, the person is also impressed with the diving activities; this is because Raja Ampat has an amazing marine sea landscape. The marine life diversity in West Papua is considerably greater than all other areas sampled in the coral triangle of Indonesia, Philippines and Papua New Guinea. It is quite simply the cream of the crop in world diving!

ConclusionBy conducting focus group interview, we received information that social media creates a

huge impact to people in variant ways. First of all, it gives a lot of information regarding tourist destination such as trends in travelling, the most popular destinations, new destinations and, tips and recommendation regarding travelling. Secondly it motives people to travel. Especially places they have not visited, it drives people to travel to certain destination where else others have already visit. In conclusion, we are almost certain that social media is effective in promoting destination of Raja Ampat.

RecommendationRaja Ampat is currently in a position where it can make generate extensive amount of

profit by selling customized experience, panoramic marine sea landscape photography session, luxury resort, marine national park, and extreme diving tours. With many points of differentiation available, Raja Ampat tourism should focus on how it has something on offer for everyone in every category with all budgets. The way information is packaged and distributed can improving tourist traffic in the country. Raja Ampat should make social media marketing promotion strategy in order to promote the place successfully. Google, Instagram, Facebook, Twitter, YouTube are the best known and effective social media networks for marketing in tourism and hospitality industry. The impact and usage of social media marketing strategies are very important for attracting tourist in the global market. The creation and accessibility of internet space has radically changed tourist’s motivation to plan and book trips with different destination. That is why Raja Ampat needs more strategy to promote their tourism destination in social media. And also, by implementing these recommendation, the researchers believe that Raja Ampat can be very successful in increasing the income of tourist in Indonesia.

References

Balea, J. (2016). The latest stats in web and mobile in Indonesia (infographic). Retrieved from https://www.techinasia.com/indonesia-web-mobile-statistics-we-are-social

Rulistia, D. (2014). Raja Ampat’s blossoming tourism. Retrieved from http://www.thejakartapost.com/news/2014/08/10/raja-ampat-s-blossoming-tourism.html

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