Analysis of Lampung Nature Tourism Contents on Social Media (Comparative Study of the Instagram Accounts @Lampuung and @Potraitlampung)

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Lampung— Instagram Dominates Promotion of Lampung Nature Tourism, Study Reveals Content Patterns of Two Popular Accounts. Research conducted by Toni Wijaya, Hartoyo, and Andy Cory Wardani from the University of Lampung, published in January 2026 in the International Journal of Education and Life Sciences (IJELS).

The researchers examined posts from two popular Instagram accounts, @lampuung and @potraitlampung, and found that visual narratives of natural landscapes appear far more frequently than other tourism themes. The findings matter because social media now functions as both a news source and a primary promotional window for destinations, especially for younger travelers.

How the Study Was Conducted

The research used a qualitative approach, analyzing Instagram posts published between January 1 and June 30, 2025. The team examined content types (photos, videos, reels), tourism themes, visual and textual communication styles, destination representation, and audience engagement such as likes and comments. The analysis drew on digital content marketing perspectives, the 7C framework of social media, and contextual interpretation of posting practices. Other platforms such as TikTok or YouTube were not included.

Nature Tourism Stands Out

Nature-based tourism emerged as the most dominant category. Among the analyzed posts, 10 nature-themed contents were identified — 4 from @lampuung and 6 from @potraitlampung. Frequently featured locations included:

Jati Forest Camping and Coffee
Celosia Flower Garden
Lumbok Seminung
Itera Botanical Garden
Embun Sedampah Hill
Acacia Valley

These posts did more than provide travel information. They framed destinations as emotional experiences linked to relaxation, “healing,” and escape from daily routines. Visuals of green landscapes, colorful flowers, and scenic lake views strengthened their aesthetic appeal.

Why Nature Content Dominates

The study identifies several reasons:

• Strong visual appeal. Instagram is image-driven, making landscapes naturally eye-catching.
• High engagement. Nature posts attract more interactions, comments, and reposts.
• Easy-to-digest narratives. Messages such as “early-year getaway” or “healing destination” are quickly understood.
• Algorithm compatibility. Aesthetic visual content is more likely to appear on exploration pages.

Different Styles, Different Strategies

The two accounts use distinct communication approaches:

@lampuung adopts a more informative style and emphasizes regional tourism identity.
@potraitlampung highlights personal, artistic, and human-interest angles, including local life portraits.

These differences reflect varying content strategies shaped by account goals, audience relationships, and platform algorithms.

Implications for Tourism Development

Relying heavily on nature tourism works well in digital promotion but carries risks if not balanced with diversification. Lampung also has strong cultural, culinary, educational, and event-based tourism potential that remains less visible online. If promotion focuses mainly on landscapes, public perception of Lampung as a destination may become limited.

The study emphasizes that sustainable tourism transformation should begin with digital content strategy, not only physical infrastructure development. Diversifying narratives on social media can expand Lampung’s image as a well-rounded tourism destination.

Why This Matters

Social media does not merely reflect tourism realities — it actively shapes public imagination about a place. What repeatedly appears in feeds becomes associated with a region’s identity. In this sense, digital content strategy directly influences the direction of local tourism development.

Author Profiles

Dr. Toni Wijaya, M.Si – Universitas Lampung
Hartoyo, M.Si – Universitas Lampung
Andy Cory Wardani, M.I.Kom –Universitas Lampung

Research Source

Toni Wijaya, Hartoyo, Andy Cory Wardani. 2026. “Analysis of Lampung Nature Tourism Contents on Social Media (Comparative Study of the Instagram Accounts @Lampuung and @Potraitlampung).”

International Journal of Education and Life Sciences (IJELS), Vol. 4 No. 1, hlm. 23–32.

DOI: https://doi.org/10.59890/ijels.v4i1.258.

Official URL: https://ntlmultitechpublisher.my.id/index.php/ijels