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Abstract
Abstract
The village of Lumban Silintong has great tourism potential, but it has not been maximized optimally, especially in terms of digital marketing. The village is facing several issues in promoting its tourism potential, including unappealing content and the absence of posts on the official Instagram account in 2024. This research aims to identify the constraints in promoting Lumban Silintong Village and create strategies to optimize the use of Instagram as a digital marketing platform. The research method used is qualitative, with data collection through interviews, observations, and literature studies. The data analysis technique is thematic qualitative analysis. The constraints in promoting Lumban Silintong Village indicate three main issues: first, the lack of engaging content due to minimal creative content production; second, insufficient attention and concern from local human resources towards tourism development; and third, fragmented promotion carried out by residents through personal social media accounts, which are not well-coordinated. The strategy to optimize the use of Instagram includes improving content quality through digital training, training human resources to enhance digital marketing skills, and more centralized management of promotions through the village's official accounts. Recommendations include consistent management of the Instagram account, regular training for local human resources, and collaboration with influencers and external parties to expand the promotional reach. The implementation of these strategies will help maximize the tourism potential of Lumban Silintong Village through more effective digital marketing. These findings also offer valuable insights for other rural tourism destinations aiming to enhance their digital marketing efforts and boost their tourism sectors.
Keywords: Constraint, digital marketing, instagram, optimization, strategy