RaraJonggrang is the charming daughter of King Baka who rules in Prambanan Kingdom. Once upon a time, a warrior from Pengging Kingdom named Bandawasa comes to propose her. Selainkarena keindahan alamnya yang memanjakan mata, Danau Toba juga dijaga keaslian khazanahnya oleh penduduk setempat yakni mulai dari kultur masyarakatnya hingga sosial budayanya. SCHEDULE OPEN TRIP Tanggal 20-22 November 2020 Start Trip 09.00 & End Trip 17.00 Meeting point : Bandara Kualanamu Medan. PRICE INCLUDE Tobatenggelam bersama banjir dan membentuk danau yang kemudian dinamai Danau Toba. Cerita Lenkap Disini. Baca Cerita Rakyat "Danau Toba" dan Analisisnya Disini. 6. Timun Mas. Spoiler Cerita Timun Mas. Sepasang suami istri yang sudah renta sangat ingin memiliki anak. Hingga suatu kali mereka bertemu dengan raksasa yang berjanji akan IstanaSingsingamangaraja, Bakkara, Kabupaten Humbang Hasundutan. Sudah pernah kesini Sobat Wisata? #wonderlaketoba #DiSumutAja #humbanghasundutan #DanauTobaaja #Singsingamangaraja #bakkara #DanauTobaaja #OtoritaDanauToba #PesonaIndonesia #WonderfulIndonesia Terjemahan: Di sebuah lembah di Sumatra, tinggal seorang petani bernama Toba. Dalam kalimat ini, terdapat 2 countable noun yaitu valley dan farmer. 2. Sure enough, at the end of the line was a large gold scaly fish. Terjemahan : Benar saja, di ujung kait tersangkut ikan besar bersisik emas. Dalam kalimat ini, terdapat 1 countable noun yaitu fish. cara pasang modul mp3 bluetooth ke amplifier. In North Sumatra, there is a very large lake and in the middle of the lake there is an island. The lake was named Lake Toba, while in the middle of the island called Samosir Island. It is said the lake is derived from the curse of god. In a village in Sumatra, there lived a farmer. He was a farmer who diligently worked the farm, although not extensive. He could meet his needs from his work is tireless. Actually he was already enough to get married, but he still chose to live alone. On a bright morning, the farmer on the river fishing. “Hopefully today I got a big fish,” the farmer murmured to himself. Some time after his rod cast, seen wobbling. He immediately pulled his fishing rod. The farmer was cheered with joy after getting a big enough fish. He was amazed at the beautiful colors of fish scales. Fish scales yellow gold reddish. Both round and protruding eyes flashing stunning. “Wait, I do not eat! I would be willing to accompany you if you do not eat me. “Farmers are surprised to hear the voice of the fish. Because the shock, the fish they catch fell to the ground. Then do not how long, the fish was transformed into a beautiful girl. “am i dreaming?,” Muttered the farmer. “Do not worry sir, I am also human being like you. I am deeply indebted to you for having saved me from the curse of the Gods, “the girl said. “My name is Princess, I do not mind to be your wife,” said the girl seemed urgent. Farmers and even then nodded. They then become as husband and wife. However, there is one promise that has been agreed, that they should not be told that the origin of daughter of a fish. If the promise was breached there will be a tremendous disaster. After reaching the village, the villagers stirred see beautiful girls with farmers. “She may be an angel who fell from the sky,” they muttered. Farmers feel very happy and peaceful. As a good husband, he continued to work to earn a living by cultivating the fields and fields with a diligent and tenacious. Due diligence and tenacity, the farmer living without flaws in his life. Many people are jealous, and they spread the ugly suspicion that could topple the success of farmers. “I know the farmer must keep evil spirits! “Someone said to her friend. It reached the ears of farmers and Puteri. But they do not feel offended, even more diligent work. A year later, the farmer and his wife happiness increases, because the farmer’s wife gave birth to a baby boy. He was given the name of the Son. Their happiness does not make them forget themselves. Son grow into a child who is healthy and strong. He became a good girl but a bit naughty. He has a habit of making surprise his parents, that is always feeling hungry. Foods that should be eaten three of them can be eaten alone. Over time, the Son always annoy his father. If asked to help parents work, he always refused. The farmer’s wife always reminds farmers to be patient over their child’s tantrum. “Yes, I will be patient, however he was our son!” Said the farmer to his wife. “Thankfully, Kanda thought that way. Kanda was a good husband and father, “said daughter to her husband. Indeed, they say, patience has limits. This is experienced by the farmer. One day, Son got the assignment to deliver food and drinks to the field where his father was working. But the Son does not fulfill his duty. Farmers wait for the arrival of her son, while holding thirsty and hungry. He went straight home. In saw the Son was playing ball. Farmers became angry as he tweaked his ear. “Children do not know diuntung! Do not know myself! Basic fry!, “The Farmers vituperation without being aware of the restrictions say. After the farmers say the words, immediately lost his wife and children disappeared. Without a trace and trail. Of the former stamping his feet, suddenly the water spread out very swift and rapids. Farmer Village and surrounding villages submerged all. The water overflow is very high and wide so as to form a lake. And eventually form a lake. The lake was eventually known as the Lake Toba. Meanwhile, a small island in the middle known as the island of Samosir Storytelling brings data to life, allowing the viewer to make a personal connection to the information. In this video, Pete Misner, Principal at Canyon Creek Elementary, Cheryl Phillips, Hearst Professional in Residence at Stanford University, and Robert Kosara, Research Scientist at Tableau Software discuss the importance of creating stories with data—emphasizing emotion and interactivity. It’s interesting about storytelling and why it has such an impact. And I think it's because it really makes a personal connection. If you can find a personal connection in a vast amount of information, and then relate that to a person, they get it. And all of a sudden, they remember it more effectively. And the same thing happens with visualization. Pete Misner, Principal at Canyon Creek Elementary in Bothell, Washington states, "I think storytelling is crucial to working with data of any kind because it has a conclusion. It leads to a next action—a call to action. It has a purpose." Cheryl Phillips, Hearst Professional in Residence at Stanford University adds, "It’s interesting about storytelling and why it has such an impact. And I think it's because it really makes a personal connection. If you can find a personal connection in a vast amount of information, and then relate that to a person, they get it. And all of a sudden, they remember it more effectively. And the same thing happens with visualization. Emotion is a really important tool and you can get at it in all kinds of ways. If you are just doing narrative storytelling, you might do it through a really poignant quote or a description of a person. In visualization, you can do it through color and also a sense of where you are in a place." "There’s been a lot of research in data visualization that’s been focused on exploration or analysis of data—but there’s a third part to it after exploration and analysis and that is the presentation of the data," says Robert Kosara, Research Scientist at Tableau Software. "And that’s very important because you want people to actually take action." Transcript Welcome to Easy Stories in English, the podcast that will take your English from OK to Good, and from Good to Great. I am Ariel Goodbody, your host for this show. Today’s story is for pre-intermediate learners. The name of the story is The Legend of Lake Toba. You can find a transcript of the episode at That’s This contains the full story, as well as my conversation before it. So the weather for the last, I don’t know, month has just been cold, cold, cold and cloudy, cloudy, cloudy. We have had very little sunlight. A few days we did have frost. Frost is when it gets very icy in the morning and there is ice all over the ground, and I have to be very careful because I live next to a big hill, and I walk down the hill to go to work. So when it’s icy, I can fall over. Actually, the other day I fell over when I was walking into town and there were some other people behind me and I thought they were going to laugh at me, but actually they said, Oh no! Are you OK?’ So I felt OK about it. When you fall over, you just have to laugh at yourself. That’s what I do now. It took me a long time to be able to laugh at myself, but it’s a much better way. Speaking of cold, I have a slight cold myself. So I have had a bit of sneezing and so on recently. Sneezing is when you go atchoo! Hopefully, you can’t hear the cold in my voice too much. But anyway, I just want summer! I want summer right now. I don’t want to wait until spring. I don’t want to wait months and months. I just want summer now because the other day I was looking at photos from a few years ago in the summer and I thought, “Oh, it’s so nice when it’s sunny and you can wear nice clothes!” I just want summer. Unfortunately, we can’t always have what we want. Anyway, today’s story was written by a listener. Micheal Andre from Indonesia sent in today’s story. So today’s story is a legend from Indonesia. A legend is a story in a culture, a very old story, and everyone knows that it’s not really true but it is an important part of the culture. We have lots of English legends here. Some famous legendary characters are King Arthur and Robin Hood, and there is a very famous legend of the City of Atlantis, which supposedly is underneath the sea. So Michael sent in a beautiful picture of Lake Toba along with the story, and the story was very well written. Michael said he thought he had “broken English” but it was a very, very well-written story, so I really didn’t have to change too much. I like to add my own details to make it more lively, but really, thank you so much, Andre. This is the second story we’ve had from a listener on the podcast. So if you want to have a go at writing—maybe you’re feeling creative, maybe you want to share an important story or legend from your culture—please do email me at Ariel I would love to read your message. OK, I’ll just explain some words that are in today’s story. A fishing rod, and rod is spelt R-O-D, is a tool for catching fish. So it is a long stick with string on it, and you throw it in the water and you put some food on the end. So the fish come and eat the food, and then you pull the fishing rod out of the water and then the fish is yours and you can eat the fish. I have to say, I have never been fishing myself. It does not interest me. Lick your lips. So your lips are the front part of your mouth that are outside your mouth, and when you are very, very hungry, you might run your tongue over your lips to make them wet because you are looking forward to eating. A scale is a part of the skin of a fish. So fishes have hundreds and hundreds of scales and they all sit together and protect their skin. Also snakes have scales. Bold means brave or courageous. If you are bold, you are not afraid to do or say unusual things. You are not scared of standing out or being different. Naughty means badly-behaved. So someone who is naughty is a very badly-behaved person. Usually, we only use it with children. For example, a boy who hits his sister or steals food is a very naughty boy. “Eventually” means finally, after a long, long time. For example, you might lose your ring and spend hours searching for it, and you search and search, and eventually you find it. Or maybe, eventually you give up. Burst into tears—burst is spelt B-U-R-S-T and tears is spelt T-E-A-R-S—means to start crying. So the tears start falling from your eyes. And it’s quite a sudden change. Like this [sobbing]. That is me bursting into tears. Slap is when you hit someone with an open hand. So you don’t have a closed fist. Your hand is open. And usually you slap someone on the cheek, or on the face. And a slap sounds like this [slap]. In the West, anyway, slapping is seen as feminine, so it’s something that women do, whereas men punch people. Finally, puddle is a small pool of water on the ground. So when it rains, after the rain, you will find puddles in the street, bits of water in the street, and you don’t want to walk in them because your shoes will get very wet. Actually, that’s one of the worst feelings, when you walk and you see a puddle, or you don’t see it, and it’s quite deep, and you accidentally walk in it and then for the rest of the day your foot is all wet and cold. Ooh, it’s horrible! I hate it. If you enjoy the podcast and want more, you can support us on Patreon. For just $2 a month you can get exercises with each episode, and for $5 you get an extra story every month. You can support us at That’s A big thank-you to our new patron, Radek. Thank you so much, Radek. OK, so listen and enjoy! The Legend of Lake Toba A long time ago, in North Sumatra, there lived a poor young man in a valley. He had no parents, but the valley was beautiful, and anything he planted there grew wonderfully. He lived by farming and fishing in the river near his home. The food he made was not special, but he never went hungry. One afternoon, after working hard in the fields, he went fishing in the river. Today was not his day, though, and after hours of waiting, he still hadn’t caught a single fish. This had never happened before. Disappointed, he pulled his rod out of the water. But just as his rod was leaving the water, a fish bit it. He pulled it out, and was very happy to see a pretty little goldfish on the end of the rod. The young man hurried home to cook the fish. He got home, put the goldfish on the kitchen table, and ran out to get some firewood from the garden. As he went, he licked his lips and thought about the fish. How good it would taste! But when he came back, the goldfish was gone! And where it had been, there sat three pieces of gold. Good evening,’ came a soft voice behind him. The man turned around and saw a beautiful woman standing in front of him. She had long, bright red straight hair that went down to her knees. And she had no clothes on. The man turned red and looked at his feet. Who are you, oh beautiful lady? And where did you come from?’ He said “oh” because it seemed right. She had to be magical. I was that goldfish on your table. But I am no ordinary goldfish, as you can see.’ She played with her hair and smiled at him. Those gold coins were my scales.’ The man looked at her, and then went red again and looked away. He had never seen such a beautiful woman before, and he was so lonely… W-will you, will you marry me, oh beautiful lady?’ He held his breath as he waited for her answer. He knew it was a very bold question to ask, but in stories, men always asked women like that, all bold. But the woman laughed. I thought you would never ask. Believe me, it is a lonely life when you are a magical goldfish. I was waiting for someone to come and put their rod in my water… if you understand me.’ Now the man went as red as her hair. R-really?’ Yes. But there is one condition.’ Suddenly, her smile disappeared, and the air in the room felt heavier. You must never tell anyone that I was a fish. Do you understand?’ Oh, of course.’ The man hadn’t thought of telling anyone. He didn’t have any friends, and anyway, why would he tell them his beautiful wife used to be a fish? But why, if I can ask?’ Just promise me. You won’t tell anyone, will you?’ No, no. I promise.’ The woman smiled and clapped her hands. Well, then! I suppose we are married.’ Just like that?’ Just like that.’ And just as naturally as it began, their marriage continued. They soon found that they were very similar. Although they had been lonely before, they only needed each other’s company to feel happy. Soon they also had a son, who they named Samosir. Samosir grew as quickly as the flowers in the ground, and at six years of age, he was a strong and very naughty boy. His mother was always asking him to help her clean the house and bring dinner to his father in the fields. Some days, Samosir did as he was told, but most days he shouted, No!’ and ran off to play. One day, as usual, Samosir was being naughty. He had refused to eat his breakfast, sang loudly while his mother worked, and now he was refusing to bring his father dinner. Why don’t you do it?’ he said. Because I’m cooking dinner for you!’ she said. But I don’t want dinner.’ You will in an hour.’ How do you know?’ Because you’re a human, and humans get hungry at the same time every evening!’ I won’t get hungry.’ You didn’t eat your breakfast today. Of course you will.’ See? I wasn’t hungry this morning, so I won’t be hungry later!’ Eventually, Samosir’s mother convinced him to take a box of rice and fish to his father. It was a long walk through the fields, and as he went, Samosir started to feel hungry. I guess Mum was right!’ he said. Well, I’m sure Dad won’t mind if I just eat a few grains of rice…’ So he opened the box, and the rice looked so fresh and delicious, and the fish so hot and juicy. He ate just a little of both, but that only made him feel more hungry, so then he ate a bit more, and a bit more, and… Oh no, I’ve eaten all of Dad’s dinner!’ All that was left were the fishbones. Hoping his father wouldn’t notice, Samosir put the bones back in the box, wrapped it up, and continued on his way. When he found his father, he handed him the box, and was about to run away. But his father was hungry too, and he immediately opened the box and saw the bones. Samosir!’ he shouted, and ran after the boy. Samosir was fast, but his father was faster, and he quickly caught the boy. Why were there only fish bones in the box? Did you eat my dinner?’ Samosir burst into tears, and cried loudly, saying, Oh, Dad! It was horrible. A fox attacked me and ate all the food, and said I had to keep it a secret…’ Don’t lie to me!’ his father shouted. His cheeks were bright red. I’m not lying!’ Yes you are, you son of a fish!’ And without warning, he slapped Samosir across the face. Samosir gasped and his mouth fell wide open. His father had never hit him before. I’m not a son of a fish,’ said Samosir. He was crying again, but this time it was real. Samosir turned and ran all the way home, and when he came into the house, he said, Mum, am I the son of a fish?’ He meant it as a joke, but his mother’s face turned deadly serious. Samosir. What did you just say?’ I said, “Am I the son of a fish?” Dad just said it to me…’ His mother started crying silently, and put her arms around him. He has broken his promise.’ What, you really mean I am the son of a fish?’ He looked up at her face. But you’re not…’ But as he spoke, his mother’s face started to change. It looked… smoother than before. And the light shone on it in a strange way. After picking up the box, Samosir’s father thought about what he had said. It was a joke, but then he had slapped his son… It was a stupid thing to do. It started to rain, so he ran towards the house. He could see his wife inside, hugging Samosir, but just then lightning struck, and the two of them disappeared. He ran inside, and looked all through the house for them. But they were gone. Where they had stood, there was a big puddle of water. He stayed up all night, walking through the fields looking for them. The rain went through his clothes and he shook with cold, but he did not find them. When he finally gave up and went home, he found that all the gold coins in the house were gone. It was only then that he realised just what he had done. The rains continued for weeks, but the man fell into a deep depression. He lay in his bed and listened to the rain and thunder outside, and cried. He did not work in the fields, or catch fish, and soon the small amount of rice he had was gone. Not that it mattered, because the rains were so heavy that he couldn’t light a fire, and the valley started to flood. The man stayed in his house for as long as he could. Surely the rains would eventually stop…? But they didn’t, and finally he had to swim for his life, fighting the dancing waters and heavy rain. He didn’t last long, though, because his will to live had disappeared with his wife and his son. The man was pulled down under the waters and never came back up. Still the rains went on and on, until the beautiful valley eventually turned into a lake. When the rains stopped, people came to see the lake that had formed. Although the man had no friends, some people knew about him, and his strange but beautiful wife. They knew he had died alone and miserable, although they did not understand where his wife and son had gone. Because of his sad story, they called the place Lake Tuba. Tuba meant “ungrateful”, and over time the name changed to Lake Toba. In the centre of the lake was a small island, and this was called the Island of Samosir. Over time, the people forgot about the man, and he became just a story, but the lake stayed forever. THE END If you enjoyed the story, please consider supporting us on Patreon. Go to That’s For just a few dollars a month you can get extra episodes, exercises, and much more. Thank you for listening, and until next week. The effort to improve the number of tourist visits and foreign exchange have been happening in Indonesia. However, in its development, there are several obstacles, one of which is related to promotion. Therefore, it is necessary to implement the concept of story-driven marketing as an effort to promote tourism through stories and impressions that are disseminated through social media, by applying storytelling. This study aims to explore storytelling in two tourist destinations that are part of 5 super priority tourism destinations, Borobudur in Central Java and Danau Toba in South Sumatra, by looking at the Instagram accounts of the two tourist destinations, which are borobudurpark and danau_tobasamosir. This quantitative descriptive study used content analysis methods to study 3 elements of tourism in accordance with the 2009 Tourism Law attractions, amenities, and accessibility, and also 5 elements of storytelling setting, character, plot, conflict, and message. The research data was collected through document study by studying the Instagram account borobudurpark and danau_tobasamosir. The findings in this study are that the storytelling strategy is not yet optimal as a story-driven marketing strategy in tourism, because not all elements of storytelling appear in the posts of the research object's Instagram account. Most of the posts on the Instagram account of the Borobudur and Lake Toba tourist destinations only refer to the elements of the message and pay less attention to other elements of storytelling. The implication of this research is the need for various parties involved in tourism development to optimize social media as a means of promotion and improve storytelling strategies to attract tourists. Target jumlah kunjungan wisatawan dan penerimaan devisa Indonesia terus diupayakan peningkatannya dari tahun ke tahun. Namun dalam pengembangannya, ada beberapa kendala yang dihadapi, salah satunya terkait promosi. Karenanya, dirasa perlu mengimplementasi konsep story-driven marketing sebagai upaya promosi wisata melalui cerita dan kesan yang disebarluaskan melalui media sosial, yaitu dengan mengaplikasikan storytelling. Penelitian ini bertujuan untuk mengeksplorasi storytelling dalam dua destinasi wisata yang masuk dalam kategori 5 destinasi super prioritas pariwisata, yaitu Borobudur di Jawa Tengah dan Danau Toba di Sumatera Selatan, dengan melihat akun Instagram kedua destinasi wisata tersebut, yakni. Penelitian deskriptif kuantitatif ini menggunakan metode analisis isi untuk mengkaji 3 unsur pariwisata sesuai UU tentang Kepariwisataan tahun 2009 atraksi, amenitas, dan aksesibilitas serta 5 unsur storytelling setting, karakter, plot, konflik, dan pesan. Data penelitian dikumpulkan melalui studi dokumen dengan mempelajari akun Instagram borobudurpark dan danau_tobasamosir. Temuan dalam penelitian ini adalah belum optimalnya strategi storytelling sebagai strategi story-driven marketing dalam pariwisata, karena tidak semua unsur storytelling muncul dalam unggahan pada akun Instagram objek penelitian. Sebagian besar unggahan pada akun Instagram destinasi wisata Borobudur dan Danau Toba tersebut hanya merujuk pada unsur pesannya saja dan kurang memperhatikan unsur storytelling yang lain. Implikasi dari penelitian ini adalah perlunya berbagai pihak terkait dalam perkembangan pariwisata untuk mengoptimalkan media sosial sebagai sarana promosi, dan meningkatkan strategi storytelling untuk menarik wisatawan. Discover the world's research25+ million members160+ million publication billion citationsJoin for free Monika Sri Yuliarti, Andre N. Rahmanto, Anjang Priliantini, Albert Muhammad Isrun Naini, Mahfud Anshori, Christina Tri Hendriyani Storytelling of Indonesia Tourism Marketing in Social Media Study of Borobudur and Danau Toba Instagram Account Storytelling dalam Pemasaran Pariwisata Indonesia di Media Sosial Studi Akun Instagram Borobudur dan Danau Toba Storytelling of Indonesia Tourism Marketing in Social Media Study of Borobudur and Danau Toba Instagram Account Storytelling dalam Pemasaran Pariwisata Indonesia di Media Sosial Studi Akun Instagram Borobudur dan Danau Toba Monika Sri Yuliarti1, Andre N. Rahmanto2, Anjang Priliantini3, Albert Muhammad Isrun Naini4, Mahfud Anshori5, Christina Tri Hendriyani6 1Universitas Sebelas Maret, Jl. Ir. Sutami 36A Surakarta, Indonesia* Email 2Universitas Sebelas Maret, Jl. Ir. Sutami 36A Surakarta, Indonesia Email andreyuda 3Universitas Sebelas Maret, Jl. Ir. Sutami 36A Surakarta, Indonesia Email anjangpriliantini 4Universitas Sebelas Maret, Jl. Ir. Sutami 36A Surakarta, Indonesia Email albert_muhammad 5Universitas Sebelas Maret, Jl. Ir. Sutami 36A Surakarta, Indonesia Email mahfudanshori_fisip 6Universitas Sebelas Maret, Jl. Ir. Sutami 36A Surakarta, Indonesia Email christinath Masuk tanggal 10-09-2020, revisi tanggal 04-03-2021, diterima untuk diterbitkan tanggal 01-04-2021 Abstract The effort to improve the number of tourist visits and foreign exchange have been happening in Indonesia. However, in its development, there are several obstacles, one of which is related to promotion. Therefore, it is necessary to implement the concept of story-driven marketing as an effort to promote tourism through stories and impressions that are disseminated through social media, by applying storytelling. This study aims to explore storytelling in two tourist destinations that are part of 5 super priority tourism destinations, Borobudur in Central Java and Danau Toba in South Sumatra, by looking at the Instagram accounts of the two tourist destinations, which are borobudurpark and danau_tobasamosir. This quantitative descriptive study used content analysis methods to study 3 elements of tourism in accordance with the 2009 Tourism Law attractions, amenities, and accessibility, and also 5 elements of storytelling setting, character, plot, conflict, and message. The research data was collected through document study by studying the Instagram account borobudurpark and danau_tobasamosir. The findings in this study are that the storytelling strategy is not yet optimal as a story-driven marketing strategy in tourism, because not all elements of storytelling appear in the posts of the research object's Instagram account. Most of the posts on the Instagram account of the Borobudur and Lake Toba tourist destinations only refer to the elements of the message and pay less attention to other elements of storytelling. The implication of this research is the need for various parties involved in tourism development to optimize social media as a means of promotion and improve storytelling strategies to attract tourists. Keywords Borobudur, Danau Toba, Instagram, storytelling, tourism Jurnal Komunikasi ISSN 2085-1979, EISSN 2528 2727 Vol. 13, No. 1, Juli 2021, Hal 107 – 117 Abstrak Target jumlah kunjungan wisatawan dan penerimaan devisa Indonesia terus diupayakan peningkatannya dari tahun ke tahun. Namun dalam pengembangannya, ada beberapa kendala yang dihadapi, salah satunya terkait promosi. Karenanya, dirasa perlu mengimplementasi konsep story-driven marketing sebagai upaya promosi wisata melalui cerita dan kesan yang disebarluaskan melalui media sosial, yaitu dengan mengaplikasikan storytelling. Penelitian ini bertujuan untuk mengeksplorasi storytelling dalam dua destinasi wisata yang masuk dalam kategori 5 destinasi super prioritas pariwisata, yaitu Borobudur di Jawa Tengah dan Danau Toba di Sumatera Selatan, dengan melihat akun Instagram kedua destinasi wisata tersebut, yakni. Penelitian deskriptif kuantitatif ini menggunakan metode analisis isi untuk mengkaji 3 unsur pariwisata sesuai UU tentang Kepariwisataan tahun 2009 atraksi, amenitas, dan aksesibilitas serta 5 unsur storytelling setting, karakter, plot, konflik, dan pesan. Data penelitian dikumpulkan melalui studi dokumen dengan mempelajari akun Instagram borobudurpark dan danau_tobasamosir. Temuan dalam penelitian ini adalah belum optimalnya strategi storytelling sebagai strategi story-driven marketing dalam pariwisata, karena tidak semua unsur storytelling muncul dalam unggahan pada akun Instagram objek penelitian. Sebagian besar unggahan pada akun Instagram destinasi wisata Borobudur dan Danau Toba tersebut hanya merujuk pada unsur pesannya saja dan kurang memperhatikan unsur storytelling yang lain. Implikasi dari penelitian ini adalah perlunya berbagai pihak terkait dalam perkembangan pariwisata untuk mengoptimalkan media sosial sebagai sarana promosi, dan meningkatkan strategi storytelling untuk menarik wisatawan. Kata Kunci Borobudur, Danau Toba, Instagram, pariwisata, storytelling Pendahuluan Kementerian Pariwisata menargetkan kunjungan wisatawan mancanegara sebanyak 12 juta orang pada tahun 2016 Saroh, 2016, kemudian meningkat menjadi 17 juta wisatawan asing yang ditargetkan untuk mengunjungi berbagai destinasi wisata di Indonesia pada tahun 2020 Safitri, 2020. Banyaknya wisatawan yang berkunjung ke Indonesia tentu menguntungkan karena dapat meningkatkan penerimaan devisa. Sejak tahun 2017 hingga tahun 2020 ini, jumlah devisa yang dihasilkan dari sektor pariwisata berada di peringkat kedua setelah kelapa sawit dan mengalahkan jumlah penerimaan devisa dari minyak bumi dan gas. Menteri Pariwisata dan Ekonomi Kreatif, Wishnutama, mengatakan bahwa pemerintah menargetkan capaian devisa dari sektor pariwisata tahun 2020 sebesar US$ 21 juta atau setara dengan Rp 294 miliar Pratiwi, 2019. Wishnutama yakin besarnya target penerimaan devisa tersebut dapat tercapai, sebab saat ini Indonesia memiliki 5 destinasi super prioritas pariwisata Pratiwi, 2019, yaitu 1 Danau Toba di Sumatera Utara, 2 Borobudur di Jawa Tengah, 3 Labuan Bajo di Nusa Tenggara Timur, 4 Mandalika di Nusa Tenggara Barat, 5 Likupang di Sulawesi Utara. Dalam pengembangannya, 5 destinasi super prioritas pariwisata ini menghadapi beberapa kendala, salah satunya adalah belum adanya promosi yang optimal dan komprehensif agar semua pihak mendapatkan multiplier effect yang Monika Sri Yuliarti, Andre N. Rahmanto, Anjang Priliantini, Albert Muhammad Isrun Naini, Mahfud Anshori, Christina Tri Hendriyani Storytelling of Indonesia Tourism Marketing in Social Media Study of Borobudur and Danau Toba Instagram Account Storytelling dalam Pemasaran Pariwisata Indonesia di Media Sosial Studi Akun Instagram Borobudur dan Danau Toba besar dan juga berdampak positif bagi pertumbuhan ekonomi daerah Asmara, 2019. Komunikasi pemasaran pariwisata Indonesia secara resmi dibentuk oleh Kementerian Pariwisata Republik Indonesia melalui Visit Indonesia Year VIY pada tahun 1991, 1992, 2008, 2009, dan 2010 sesuai amanat Undang-undang Pariwisata No. 9 tahun 1990 Mutma & Dyanasari, 2018. Seiring dengan perkembangan zaman, pemerintah merasa perlu untuk menggaungkan lagi industri pariwisata Indonesia dengan melakukan branding sebagai teknik komunikasi pemasaran. Salah satunya adalah branding Pesona Indonesia untuk menyasar wisatawan domestik dan Wonderful Indonesia untuk menyasar wisatawan mancanegara pada tahun 2014. Namun demikian, dengan pandemi COVID-19 yang telah berlangsung sejak awal tahun 2020 ini, maka upaya pemerintah harus semakin besar untuk meningkatkan sektor pariwisata. Bahkan, seperti dilaporkan di laman Kepala Biro Komunikasi Publik Kementerian Pariwisata dan Ekonomi Kreatif Kemenparekraf Agustini Rahayu menyebutkan bahwa kondisi saat ini bagaikan keadaan 20 tahun lalu, mengingat hingga akhir tahun 2020, diprediksi kunjungan wisman hanya mencapai 6 juta orang. Fenomena ini tidak hanya terjadi di Indonesia, tetapi di seluruh dunia, seperti yang dilaporkan oleh UNWT lembaga PBB bidang pariwisata yang menyebutkan bahwa pariwisata dunia turun tajam hingga 80% Mutiah, 2020. Meski telah melakukan beberapa teknik komunikasi pemasaran, jumlah kunjungan pariwisata Indonesia pada tahun 2016-2019 selalu meleset dari target yang telah ditetapkan. Karenanya dirasa perlu untuk mengembangkan teknik komunikasi pemasaran yang baru untuk mendongkrak sektor pariwisata. Salah satu yang sedang dikembangkan oleh Kemenpar adalah story-driven marketing yaitu pemasaran berbasis penyebarluasan cerita. Konsep ini dalam ranah pariwisata disebut sebagai tourism storytelling. Menurut Chusmeru, pengamat pariwisata dari Universitas Jenderal Soedirman, hampir semua daerah di Indonesia memiliki potensi wisata yang menarik, namun belum semua dinarasikan secara baik kepada wisatawan Ibo, 2019. Padahal menurut Nur Alam dalam Bakti dkk 2019, tujuan dari storytelling adalah membuat suatu daya tarik wisata menjadi semakin menarik dan membuat calon wisatawan penasaran. Oleh karena itu, teknik pemasaran menggunakan tourism storytelling dinilai berpeluang dalam meningkatkan jumlah kunjungan wisatawan dan devisa negara. Di sisi lain, perkembangan media digital semakin meningkat. Baik di Indonesia maupun di dunia, terjadi peningkatan pengguna internet serta pengguna media sosial. Di awal tahun 2020, We Are Social bekerjasama dengan Hootsuite merilis data pengguna internet dunia yang tercatat mencapai 4,5 miliar. Angka ini meningkat 7% dibandingkan data Januari 2019. Dari total populasi dunia, 49% di antaranya merupakan pengguna aktif media sosial, yakni 3,8 miliar. Angka ini meningkat 9% dari tahun sebelumnya Kemp, 2020. Peningkatan pengguna internet juga terjadi di Indonesia. Data We Are Social dan Hootsuite sebagaimana dikutip portal berita online Pertiwi, 2020 menunjukkan bahwa pada awal tahun 2020, lebih dari 175 juta Jurnal Komunikasi ISSN 2085-1979, EISSN 2528 2727 Vol. 13, No. 1, Juli 2021, Hal 107 – 117 penduduk Indonesia merupakan pengguna internet, dengan tingkat penetrasi 64%. Jumlah ini meningkat dari tahun sebelumnya, sekitar 17% Pertiwi, 2020. Dari beberapa media sosial yang banyak digunakan tersebut, Instagram menjadi salah satu yang memiliki pengguna cukup banyak, bahkan Indonesia menjadi negara ke-4 di dunia dengan pengguna Instagram terbanyak Hamdan, 2019. Dengan demikian, dapat dikatakan bahwa media sosial dipandang memiliki relevansi yang cukup kuat untuk dijadikan saluran dalam promosi pariwisata. Lebih lanjut, media sosial semakin banyak digunakan sebagai saluran untuk mengkomunikasikan sesuatu, termasuk pesan-pesan yang berkaitan dengan promosi wisata. Salah satu hal menarik dari pesan di media sosial adalah kemampuannya untuk menjadi viral, di mana word of mouth communication di era internet ini dilakukan dengan saluran media sosial. Pesan yang diciptakan oleh produsen tidak lagi akan menjangkau mereka yang melihat unggahan pesan itu di media sosial tertentu, melainkan juga bisa dibantu dengan fitur berbagi di berbagai platform media sosial, sehingga pengguna media sosial lain bahkan bisa menerima pesan tersebut Miller & Lammas, 2010. Hal ini bisa terjadi dalam skala yang besar dan dalam waktu yang sangat cepat. Selain itu, di media sosial, pesan bisa dikemas dengan sedemikian rupa agar bisa dinikmati oleh pera pengguna media sosial, mulai dari gambar hingga video, serta infografik hingga animasi Huang, Clarke, Heldsinger, & Tian, 2019. Beberapa penelitian terkait promosi pariwisata menggunakan media digital telah dilakukan utamanya di beberapa lokasi di Indonesia. Di Jawa Barat misalnya, studi yang dilakukan oleh Novianti dan Wulung 2020 menghasilkan temuan bahwa Pemerintah Jawa Barat menggunakan website, media sosial, serta aplikasi bernama Smiling West Java sebagai usaha dalam mewujudkan Jawa Barat sebagai destinasi pariwisata cerdas, atau smart tourism destination. Lebih lanjut, media digital juga menjadi salah satu solusi dalam diseminasi informasi pariwisata di Provinsi Nusa Tenggara Barat. Penelitian yang dilakukan oleh Setyanto dan Winduwati 2017 menghasilkan temuan bahwa ecotourism dan wisata budaya digunakan sebagai pesan utama untuk menyebarkan informasi pariwisata di wilayah tersebut. Media sosial yang dipandang sesuai adalah YouTube dan website. Sementara itu, secara spesifik, studi tentang digital storytelling juga telah dilakukan oleh beberapa peneliti, salah satunya adalah studi tentang narasi video tourism storytelling berjudul The Journey to A Wonderful World Trisakti & Alifahmi, 2018. Selain itu, terdapat juga riset tentang implementasi konsep storytelling melalui pembuatan film pendek bertema wisata Prasetyo & Setyadi, 2017. Dari penelusuran terhadap beberapa penelitian terdahulu, dapat diketahui bahwa penelitian terkait tourism storytelling pada media sosial Instagram belum pernah diteliti. Berdasarkan penjabaran di atas, maka penelitian ini akan mengeksplorasi digital storytelling dalam dua destinasi wisata yang masuk dalam kategori 5 destinasi super prioritas pariwisata, yaitu Borobudur di Jawa Tengah dan Danau Toba di Sumatera Selatan, dengan melihat Instagram mereka. Dua destinasi ini dipilih dengan pertimbangan salah satu berada di pulau Jawa, dan destinasi lain berada di luar pulau Jawa, di mana diharapkan dengan representasi pulau Jawa dan luar Jawa ini bisa memberikan gambaran yang lebih umum. Monika Sri Yuliarti, Andre N. Rahmanto, Anjang Priliantini, Albert Muhammad Isrun Naini, Mahfud Anshori, Christina Tri Hendriyani Storytelling of Indonesia Tourism Marketing in Social Media Study of Borobudur and Danau Toba Instagram Account Storytelling dalam Pemasaran Pariwisata Indonesia di Media Sosial Studi Akun Instagram Borobudur dan Danau Toba Metode Penelitian Penelitian ini akan mengeksplorasi data dan informasi terkait narasi atau cerita yang telah dikonstruksi atau berkembang pada objek penelitian, yaitu Borobudur di Jawa Tengah dan Danau Toba di Sumatera Utara. Untuk mengeksplorasi konsep tourism storytelling, penelitian ini menggunakan metode analisis isi deskriptif kuantitatif agar menghasilkan data yang objektif dan sistematis. Menurut Krippendorf 2004, tujuan analisis konten adalah memberikan pengetahuan, wawasan baru, representasi fakta, dan panduan praktis untuk bertindak. Data yang digunakan dalam penelitian ini terbagi atas data primer dan data sekunder. Data primer yang digunakan dalam penelitian ini adalah akun Instagram dari masing-masing objek wisata prioritas Indonesia. Secara spesifik, data primer dalam penelitian ini adalah akun Instagram borobudurpark dan danau_tobasamosir. Lebih lanjut, data sekunder dalam penelitian ini adalah buku, artikel berita, artikel jurnal, dan beberapa referensi lain yang sesuai dengan topik penelitian ini. Unit analisis dalam penelitian ini adalah foto, video, serta kata-kata yang terdapat dalam caption pada setiap unggahan dari objek penelitian ini. Sementara itu, teknik pengumpulan data penelitian dilakukan dengan menggunakan metode studi dokumen atau studi literatur. Dalam metode ini, sumber datanya tertulis, baik dalam bentuk cetak maupun daring Bungin, 2008. Dalam prakteknya, peneliti memilih akun Instagram objek wisata yang akan diteliti, yaitu borobudurpark dan danau_tobasamosir dan mencari informasi yang berkaitan dengan masalah penelitian. Periode yang ditetapkan dalam penelitian ini adalah bulan Juli 2020. Penentuan periode ini didasarkan pada bulan liburan serta beberapa tempat wisata telah mulai membuka kembali destinasi pariwisata di masa pandemi dengan protokol kesehatan, setelah sebelumnya ditutup total. Selama satu bulan tersebut, diketahui bahwa akun borobudurpark selama periode bulan Juli 2020 hanya mengunggah dua konten yang terdiri dari satu video dan satu foto. Sedangkan akun danau_tobasamosir menggunggah sejumlah 37 konten, di mana 12 di antaranya berupa video, dan sisanya adalah foto. Semua unggahan pada kedua akun Instagram tersebut selanjutnya dilakukan proses pengkodingan secara manual oleh dua pengkoder. Saat menganalisis data, peneliti menghimpun dan mengkategorisasikan data yang ditemukan berdasarkan unit-unit analisis dan informasi umum seperti gambar foto atau video, jumlah likes, caption, dan komentar. Adapun unit-unit analisis diturunkan dari konsep tourism dan storytelling. Unit analisis aspek tourism merujuk pada UU No. 10 tahun 2009 tentang Kepariwisataan Pemerintah Indonesia, 2009, yaitu 1 Atraksi, merupakan daya tarik berupa alam, budaya, objek wisata buatan, event, dan tata ruang; 2 Amenitas, merupakan fasilitas dasar yang memberi kenyamanan dan keamanan bagi wisatawan, serta 3 Aksesibilitas, merupakan ketersediaan sarana yang memberikan kemudahan untuk menjangkau destinasi wisata. Jurnal Komunikasi ISSN 2085-1979, EISSN 2528 2727 Vol. 13, No. 1, Juli 2021, Hal 107 – 117 Sedangkan unit analisis aspek storytelling menggunakan gagasan dari Fog dkk. 2010 dan Gitner 2016, yaitu 1 Setting, gambaran tempat dan waktu pengambilan cerita; 2 Karakter, gambaran orang atau tokoh yang muncul beserta perannya dalam cerita; 3 Konflik, menggambarkan keadaan di lokasi yang terkadang tidak sesuai dengan ekspektasi dan bagaimana karakter tersebut mengatasi situasi tersebut; 4 Plot, merupakan alur penyajian cerita; dan 5 Pesan, merupakan pernyataan moral atau premis kesimpulan yang dapat diambil dari cerita. Hasil dari kategorisasi ini dapat memudahkan peneliti dalam melihat pola dan menarik kesimpulan atas penerapan konsep tourism storytelling dalam setiap unggahan yang ada dalam akun Instagram objek wisata Borobudur borobudurpark dan Danau Toba danau_tobasamosir. Untuk menghindari bias dan subjektivitas, dilakukan uji keabsahan data dengan melibatkan dua pengkoder. Sebelum melakukan observasi, kedua pengkoder telah memiliki pemahaman yang sama terkait unit-unit yang diteliti. Lebih lanjut, kedua pengkoder juga saling bertukar objek yang diobservasi untuk memastikan hasil analisis tidak timpang. Hasil Penemuan dan Diskusi Berdasarkan proses pengumpulan data terhadap objek penelitian, diketahui bahwa akun borobudurpark selama periode bulan Juli 2020 hanya mengunggah dua konten yang terdiri dari satu video dan satu foto. Hal ini sangat berbeda jika dibandingkan dengan akun danau_tobasamosir yang selama bulan Juli 2020 menggunggah sejumlah 37 konten, di mana 12 di antaranya berupa video, dan sisanya adalah foto, yaitu sejumlah 25 buah. Data ini menunjukkan bahwa akun danau_tobasamosir memiliki kemungkinan online engagement yang lebih besar dengan para pengikut follower nya. Hal ini sesuai dengan studi yang dilakukan oleh Santoso, dkk. 2017 yang menemukan bahwa frekuensi unggahan di media sosial bisa meningkatkan online engagement dengan pengikut di media sosial tersebut yang juga merupakan konsumen maupun konsumen potensial. Hal tersebut semakin ditunjukkan dengan jumlah likes yang didapatkan oleh kedua akun Instagram tersebut. Dari unggahan-unggahan di kedua akun Instagram tersebut, like terbanyak yang didapatkan oleh akun danau_tobasamosir adalah sebanyak 513 likes. Di sisi lain, akun borobudurpark pada unggahan fotonya mendapatkan like hanya sebanyak 106 likes. Dalam artikel Santoso dkk. 2017 juga disebutkan bahwa online engagement bisa diketahui dari like dan komentar yang diberikan oleh para pengikut pada unggahan pada akun media sosial. Unsur-Unsur Pariwisata Atraksi, Amenitas, Aksesibilitas Berkaitan dengan unsur-unsur pariwisata yang dalam penelitian ini didasarkan pada UU No. 10 tahun 2009 tentang Kepariwisataan Pemerintah Indonesia, 2009, didapati ada tiga unsur, yaitu atraksi, amenitas, dan aksesibilitas. Dalam tabel 1 tampak bahwa unsur atraksi mendominasi akun danau_tobasamosir, yaitu sebesar Secara spesifik, dalam unsur itu tercatat beberapa detail yaitu pemandangan, makanan khas, rumah adat, dan lagu daerah. Dari keempat detail tersebut, pemandangan sangat mendominasi unsur atraksi. Hal Monika Sri Yuliarti, Andre N. Rahmanto, Anjang Priliantini, Albert Muhammad Isrun Naini, Mahfud Anshori, Christina Tri Hendriyani Storytelling of Indonesia Tourism Marketing in Social Media Study of Borobudur and Danau Toba Instagram Account Storytelling dalam Pemasaran Pariwisata Indonesia di Media Sosial Studi Akun Instagram Borobudur dan Danau Toba ini sejalan dengan jenis pariwisata dari Danau Toba itu sendiri yang merupakan objek wisata alam, sehingga konten yang menampilkan daya tarik berupa pemandangan alam, di antaranya adalah pemandangan danau itu sendiri, serta keindahan bukit di sekitar danau. Pada akun borobudurpark unsur atraksi hanya muncul dalam satu unggahan saja atau sebesar dan menampakkan pemandangan juga, walaupun tidak mendominasi. Hal ini disebabkan karena Borobudur adalah wisata candi, maka tampilan candi lebih mendominasi dibandingkan dengan pemandangan. Hal ini sejalan dengan studi yang dilakukan oleh Khotimah dkk. 2017 terkait dengan strategi pengembangan destinasi pariwisata pada situs Trowulan. Dalam studinya tersebut ditemukan bahwa atraksi merupakan sebuah kekuatan bagi objek wisata, di mana perlu untuk menciptakan atraksi yang mampu dilihat, dikerjakan, dan dibeli. Dalam konteks pemandangan sebagai atraksi tersebut adalah perwujudan dari atraksi yang mampu dilihat dalam lingkup yang lebih luas. Sehingga, tidak hanya objeknya saja yang perlu diberi perhatian khusus, melainkan juga wilayah yang jangkauannya lebih luas, dalam hal ini adalah pemandangan sekitar. Tabel 1. Rekap Koding Data Unsur Pariwisata akun Instagram borobudurpark dan danau_tobasamosir periode bulan Juli 2020 Sangat berbeda dengan unsur atraksi, unsur amenitas dan aksesibilitas sangat tidak mendominasi dari unggahan kedua akun Instagram yang menjadi objek penelitian ini. Jika diamati dari tabel 1, unsur amenitas muncul di salah satu unggahan akun borobudurpark selama periode penelitian. Secara lebih detail, unsur ini ditunjukkan dalam video yang menampilkan toko kerajinan dan souvenir yang berada di sekitar wilayah Candi Borobudur. Sementara itu, pada akun danau_tobasamosir, unsur amenitas ini paling tidak dominan di antara ketiga unsur lain, karena hanya muncul di dua unggahan saja, yang secara detail ditunjukkan dalam foto tempat duduk. Selain tempat duduk yang nyaman dan toko souvenir, sesunguhnya banyak unsur amenitas lain yang bisa ditampilkan juga dalam unggahan akun Instagram untuk meningkatkan promosi pariwisata. Nabila dan Widiyastuti 2018 setidaknya menemukan 16 amenitas saat melakukan studi terhadap Umbul Ponggok, di antara rumah makan, toilet, rest area, pos pertolongan pertama, mushola, fotografi, security, loket/ ticketing, panggung, penginapan, swalayan, masjid, dan ATM Center Terakhir, yaitu unsur aksesibilitas. Dari tabel 1 tampak bahwa pada akun borobudurpark, terdapat 2 unggahan yang mengandung unsur aksesibilitas atau sebesar di mana unsur ini muncul pada video dan pada komentar. Secara spesifik, aksesibilitas di sini yang dimaksud adalah informasi terkait tiket serta syarat dalam mengunjungi Candi Borobudur, serta perlu tidaknya menunjukkan hasil rapid test saat akan berkunjung ke Candi Borobudur, mengingat bulan Juli Jurnal Komunikasi ISSN 2085-1979, EISSN 2528 2727 Vol. 13, No. 1, Juli 2021, Hal 107 – 117 2020 ini masih masa pandemi COVID-19. Informasi ini sangat penting diketahui untuk calon pengunjung karena selama masa pandemi COVID-19, banyak tempat umum termasuk kawasan wisata yang ditutup. Sementara itu, untuk akun danau_tobasamosir, unsur aksesibilitas hanya muncul pada lima unggahan atau sebesar dan hanya didominasi oleh jalur fisik untuk masuk ke dalam kawasan Danau Toba. Secara detil, yang ditampakkan adalah berupa jalan yang halus dan jalan yang sempit, yang keduanya ditampilkan dalam unggahan yang berbentu foto serta video. Selain terkait dengan infrastruktur berupa akses masuk serta ticketing dan persyaratan untuk bisa mengunjungi lokasi wisata tertentu, aksesibilitas juga bisa didukung dengan adanya bandara, terminal, atau stasiun di dekat lokasi Khotimah, Wilopo, & Hakim, 2017, sehingga sesungguhnya hal-hal tersebut juga sangat mungkin untuk dimunculkan dalam konten unggahan pada kedua akun Instagram objek penelitian. Unsur Storytelling Setting, Karakter, Konflik, Plot, Pesan Beralih kepada unsur storytelling, di mana dalam penelitian ini unsur yang dilihat adalah setting, karakter, konflik, plot, dan pesan, berdasarkan konsep dari Fog dkk. 2010 dan Gitner 2016. Kelima pesan ini merupakan sebuah kesatuan yang jika salah satu unsur saja tidak terdapat, tentu storytelling tidak akan bisa tersampaikan dengan sempurna. Dari data yang terdapat pada tabel 2 bisa diketahui bahwa baik akun borobudurpark maupun akun danau_tobasamosir dalam unggahannya, unsur storytelling sama-sama tidak semuanya muncul, yaitu unsur konflik. Padahal di sisi lain, konflik merupakan sebuah unsur yang sangat penting dalam sebuah storytelling. Harmon dan Holman dalam Donly Donly, 2017 menyebutkan bahwa konflik adalah sebuah unsur yang memiliki peran penting dalam mendukung plot dalam storytelling. Sehingga, keberadaan konflik menjadi sebuah keharusan, karena tanpanya, plot tidak akan bisa tercipta. Tabel 2. Rekap Koding Data Aspek Storytelling pada akun Instagram borobudurpark dan danau_tobasamosir periode bulan Juli 2020 Dari tabel 2 bisa pula diketahui bahwa unsur pesan paling mendominasi di antara unsur-unsur lainnya utamanya di akun danau_tobasamosir sebanyak 37 unggahan, atau Hal ini terjadi karena pesan dalam storytelling memiliki kekuatan unik untuk menyampaikan sesuatu kepada audiens. Terlebih jika pesan ini dibungkus dengan menggunakan visual yang menarik berupa foto maupun video, tentu akan membuat audiens memberikan perhatian lebih. Hal ini sejalan dengan hasil penelitian 2008 yang menunjukkan bahwa pesan tentang nilai-nilai serta produk sebuah perusahaan bisa diterima di kalangan audiens, karena pengemasan pesan yang mampu memunculkan unsur emosi dan keterikatan di kalangan audiens terhadap perusahaan. Dalam konteks penelitian ini, pesan yang Monika Sri Yuliarti, Andre N. Rahmanto, Anjang Priliantini, Albert Muhammad Isrun Naini, Mahfud Anshori, Christina Tri Hendriyani Storytelling of Indonesia Tourism Marketing in Social Media Study of Borobudur and Danau Toba Instagram Account Storytelling dalam Pemasaran Pariwisata Indonesia di Media Sosial Studi Akun Instagram Borobudur dan Danau Toba mendominasi adalah terkait dengan keindahahan alam serta keindahan destinasi wisata secara umum, baik yang berkaitan dengan objek wisatanya itu sendiri maupun hal lain yang secara tidak langsung terhubung, namun masih dalam kemasan adat istiadat. Selanjutnya, unsur karakter dan plot ini hanya muncul sedikit dalam unggahan-unggahan pada akun Instagram borobudurpark maupun akun danau_tobasamosir. Pada akun danau_tobasamosir, karakter yang nampak bisa dilihat dari unggahan-unggahan berupa foto yang selain secara dominan menampilkan keindahan pemandangan alam, juga terdapat karakter manusia yang digambarkan dengan berbagai cara, misalnya dengan ekspresi wajah, pose, maupun kostum yang dikenakan. Secara umum, masing-masing foto didominasi oleh satu orang saja, sehingga kaakter yang terbentuk juga hanya satu untuk masing-masing unggahan. Selain melalui foto, unsur karakter pada unggahan akun danau_tobasamosir juga ditampilkan dalam video yang menampilkan keceriaan sekelompok anak muda yang sedang berwisata ke destinasi wisata tersebut. Karakter juga bisa diamati dari ekspresi wajah dan kostum. Namun, karena video dan foto memiliki perbedaan karakter sajian, maka dalam video bukan pose yang digunakan sebagai dasar untuk melihat karakter, melainkan pergerakan badan orang-orang yang terdapat dalam foto tersebut. Simpulan Berdasarkan analisis yang telah dilakukan, kesimpulan dari penelitian ini adalah belum optimalnya digital storytelling yang dilakukan oleh destinasi wisata Indonesia, dalam hal ini Candi Borobudur dan Danau Toba melalui media sosial Instagram, baik melalui unggahan berupa foto maupun video, caption, serta komentar. Hal ini bisa diketahui karena tidak semua unsur storytelling muncul dalam unggahan akun Instagram kedua destinasi wisata tersebut, sehingga unsur-unsur pariwisata yang ada juga belum secara optimal terpromosikan dengan melalui storytelling. Mengingat media sosial Instagram semakin meningkat perkembangannya dan strategi storytelling memiliki kekuatan dalam menarik minat masyarakat, diharapkan para pihak yang memiliki keterkaitan dengan destinasi wisata, baik pemerintah maupun swasta mulai memanfaatkan strategi ini untuk menarik wisatawan. Penelitian ini adalah awal untuk eksplorasi lebih mendalam terkait destinasi wisata lain, sehingga diharapkan bisa menjadi referensi bagi studi lain yang bisa menggunakan objek penelitian platform media sosial yang lain atau website. Selain itu, kajian mendatang terkait dengan hal ini bisa juga diaplikasikan pada periode yang lebih panjang. Ucapan Terima Kasih Artikel ini merupakan luaran dari penelitian skim Hibah Research Group dari dana PNBP UNS 2020 Jurnal Komunikasi ISSN 2085-1979, EISSN 2528 2727 Vol. 13, No. 1, Juli 2021, Hal 107 – 117 Daftar Pustaka Asmara, C. G. 2019, Juli 15. Pengembangan 10 “Bali Baru”, Jokowi Sebut 6 Kendala Utama. Retrieved Februari 5, 2020, from Bakti, I., Sumartias, S., Damayanti, T., & Nugraha, A. R. 2019. Pelatihan Storytelling dalam Membangun Ekonomi Kreatif Bidang Pariwisata di Desa Cintaratu Kecamatan Parigi Kabupaten Pangandaran. Jurnal Bakti Masyarakat Indonesia, 11, 25-31. Bungin, M. B. 2008. Penelitian Kualitatif; Komunikasi, Ekonomi, Kebijakan Publik, dan Ilmu Sosial Lainnya. Jakarta Kencana. Donly, C. 2017. Toward the Eco-Narrative Rethinking the Role of Conflict in Storytelling. Humanities, 617, 1-22. Fog, K., Budtz, C., Munch, P., & Blanchette, S. 2010. Storytelling Branding in Practice. Heidelberg Springer-Verlag Berlin. Gitner, S. 2016. Multimedia Storytelling for Digital Communicators in a Multiplatform World. New York Routledge. Hamdan, N. 2019, Desember 28. Pengguna Instagram di Indonesia Terbesar ke-4 Dunia. Retrieved Agustus 15, 2020, from Hermansson, E. 2008. How does company communicate through storytelling? Kristianstad, Swedia Kristianstad University. Huang, L., Clarke, A., Heldsinger, N., & Tian, W. 2019. The communication role of social media in social marketing a study of the community sustainability knowledge dissemination on LinkedIn and Twitter. Journal of Marketing Analytics, 7, 64–75. Ibo, A. 2019, Agustus 26. Storynomic Tourism, Cara Menjual Wisata Daerah dengan Cerita. Retrieved Agustus 15, 2020, from Kemp, S. 2020, January 31. Digital 2020 Billion People Use Social Media. Retrieved August 25, 2020, from We Are Social Khotimah, K., Wilopo, & Hakim, L. 2017. STRATEGI PENGEMBANGAN DESTINASI PARIWISATA BUDAYA Studi Kasus pada Kawasan Situs Trowulan sebagai Pariwisata Budaya Unggulan di. Jurnal Administrasi Bisnis JAB, 411, 56-65. Krippendorf, K. 2004. Content Analysis Introduction to its methodology Vol. 2nd. California Sage Publication. Miller, R., & Lammas, N. 2010. Social media and its implications for viral marketing. Asia Pacific Public Relations Journal, 1, 1-10. Monika Sri Yuliarti, Andre N. Rahmanto, Anjang Priliantini, Albert Muhammad Isrun Naini, Mahfud Anshori, Christina Tri Hendriyani Storytelling of Indonesia Tourism Marketing in Social Media Study of Borobudur and Danau Toba Instagram Account Storytelling dalam Pemasaran Pariwisata Indonesia di Media Sosial Studi Akun Instagram Borobudur dan Danau Toba Mutiah, D. 2020, Desember 14. Pandemi Covid-19 Pukul Mundur Sektor Pariwisata Indonesia ke 20 Tahun Lalu. Retrieved Februari 1, 2021, from Mutma, F. S., & Dyanasari, R. 2018. Perencanaan Komunikasi Pemasaran Wonderful Indonesia sebagai Place Branding Indonesia. Communicare Journal of Communication Studies, 52, 61-80. Nabila, A. D., & Widiyastuti, D. 2018. Kajian Atraksi, Amenitas dan Aksesibilitas untuk Pengembangan Pariwisata Umbul Ponggok di Kabupaten Klaten. Jurnal Bumi Indonesia, 73, 1-8. Novianti, E., & Wulung, S. R. 2020. Implementasi Komunikasi Daring dalam Menunjang Jawa Barat sebagai Destinasi Pariwisata Cerdas. Jurnal Komunikasi, 121, 53-63. Pemerintah Indonesia. 2009. Undang-Undang Republik Indonesia Nomor 10 Tahun 2009 tentang Kepariwisataan. Jakarta Sekretariat Negara. Pertiwi, W. K. 2020, February 20. Penetrasi Internet di Indonesia Capai 64 Persen. Retrieved August 25, 2020, from Prasetyo, D., & Setyadi, D. I. 2017. Perancangan Film Pendek Bertema Wisata Dengan Pendekatan Storytelling Sebagai Media Promosi Wisata Pulau Bawean. Jurnal Sains dan Seni ITS, 61, 1-13. Pratiwi, I. 2019, Desember 25. Menpar Bidik Devisa Pariwisata Rp 294 miliar pada 2020. Retrieved Februari 5, 2020, from Safitri, K. 2020, Januari 16. Kemenpar Targetkan 17 Juta Wisman Kunjungi RI pada 2020. Retrieved Februari 5, 2020, from Santoso, A. P., Baihaqi, I., & Persada , S. 2017. Pengaruh Konten Post Instagram terhadap Online Engagement Studi Kasus pada Lima Merek Pakaian Wanita. Jurnal Teknik ITS, 61, 217-221. Saroh, M. 2016, September 16. Tahun 2016, Kemenpar Menarget 12 Juta Wisman ke Indonesia. Retrieved Februari 5, 2020, from Setyanto, Y., & Winduwati, S. 2017. Diseminasi Informasi Terkait Pariwisata Berwawasan Lingkungan dan Budaya Guna Meningkatkan Daya Tarik Wisatawan Studi pada Dinas Pariwisata Provinsi Nusa Tenggara Barat. Jurnal Komunikasi, 92, 164-175. Trisakti, F. A., & Alifahmi, H. 2018. Destination Brand Storytelling Analisis Naratif Video The Journey to A Wonderful World Kementerian Pariwisata. Jurnal Komunikasi Indonesia, 71, 73-86. ... Sejumlah kajian tentang storynomics pariwisata telah dilakukan di berbagai daerah di nusantara Kartika & Riana, 2020;Dewi & Fitriani, 2020;Yuliarti et al., 2021;Sukmadewi, 2021. Pengembangan pariwisata budaya dengan pendekatan Storynomics Tinggalan Arkeologi Mediasi antara Motivasi dan ... Storynomics diadaptasi dari konsep story-driven marketing sebagai upaya promosi wisata melalui storytelling yang kemudian disebarluaskan melalui media sosial Yuliarti et al., 2021. ...... Sejumlah kajian tentang storynomics pariwisata telah dilakukan di berbagai daerah di nusantara Kartika & Riana, 2020;Dewi & Fitriani, 2020;Yuliarti et al., 2021;Sukmadewi, 2021. Pengembangan pariwisata budaya dengan pendekatan Storynomics Tinggalan Arkeologi Mediasi antara Motivasi dan ... Storynomics diadaptasi dari konsep story-driven marketing sebagai upaya promosi wisata melalui storytelling yang kemudian disebarluaskan melalui media sosial Yuliarti et al., 2021. Sungguh disayangkan bahwa dari lima unsur storytelling seting, karakter, plot, konflik, dan pesan yang digunakan sebagai storynomics pariwisata hanya merujuk pada unsur pesannya dan kurang memperhatikan unsur lainnya. ...... Sungguh disayangkan bahwa dari lima unsur storytelling seting, karakter, plot, konflik, dan pesan yang digunakan sebagai storynomics pariwisata hanya merujuk pada unsur pesannya dan kurang memperhatikan unsur lainnya. Oleh karena itu, optimalisasi media sosial sebagai sarana promosi, revitalisasi budaya, dan peningkatan strategi storynomics mutlak dibutuhkan untuk menarik minat berkunjung wisatawan Yuliarti et al., 2021. ...I Wayan Sukanadi Denok LestariKadek Ayu EkasaniNi Made Ayu Natih WidhiariniFor the sake of tourism recovery during the post-pandemic period, a storynomic promotion strategy is currently being developed by Indonesian government, and is considered effective in triggering the curiosity and visiting interest of tourists. This study aims to identify the role of storynomics as a moderating variable in strengthening motivation and interest to visit the Tebing Tegallinggah Temple site in Bedulu village, Gianyar, Bali. First, storytelling stories were collected through field research by interviewing selected informants, as well as randomly distributing questionnaires. Second, historical data and documentation were classified and analyzed qualitatively, while respondents' answers were assessed using Smart PLS. Third, the results of data analysis are presented through narrative descriptions supported by tables and figures for visualization. The results showed that motivation and storynomic had a less significant effect on the visiting interest of the respondents, most of whom were young. This research is expected to speed up the tourism recovery as well as to contribute to the sustainability of archaeological heritage as special interest tourist destination in Gianyar regency in particular and Indonesia in general.... Begitu juga dengan video promosi yang menggunakan konten storytelling harus memberikan kepuasan afektif terhadap penontonnya. Selain itu, konten storytelling juga harus mengandung emosional merek sehingga kalangan wisatawan bisa merespons membangun hubungan cerita merek Calvi & Hover, 2021;Li & Liu, 2020;Moin et al., 2020;Muwarni et al., 2021;Youssef et al., 2019;Yuliarti et al., 2021. Dalam mengonseptualisasikan kajian storytelling pada pengalaman merek destinasi sangat dibutuhkan, agar khalayak memahami tujuan strategis dari penceritaan tersebut Youssef et al., 2019. ...... Chen et al., 2020;Y. Chen & Li, 2018;Crespo et al., 2022;Devan et al., 2021;Fisanick & Stakeley, 2020;Ganassali & Matysiewicz, 2021;Li & Liu, 2020;Moin et al., 2020;Muwarni et al., 2021;Sand et al., 2017;Su et al., 2020;Trisakti & Alifahmi, 2018;Woosnam et al., 2020;Yang & Kang, 2021;Youssef et al., 2019;Yuliarti et al., 2021. Maka dari itu, tujuan dari penelitian ini berupaya untuk mengisi kekosongan penelitian terdahulu tentang komunikasi pemasaran pariwisata yang menerapkan teknik storytelling terhadap citra destinasi wisata. ...The Ministry of Tourism and Creative Economy Kemenparekraf of the Republic of Indonesia is aggressively promoting tourist destinations with various policies after confirmed cases of Covid-19 decreased. Efforts to promote tourist destinations are created a positive image of Indonesian tourism destinations. The promotional video used storytelling techniques from Bali and Lake Toba, two Indonesian tourist destinations. This study aimed to determine the effect of the Ministry of Tourism and Creative Economy's tourism promotion videos using storytelling techniques on the image of the destination, mediated by brand experience. This study uses a quantitative approach with experimental research methods. The results of this study indicate that the storytelling in The Heart Beat of Toba and Earth Revitalisation videos influences the image of the destination mediated by brand experience.... The use of storynomics in the form of folk stories that can be used to support tourism can be seen from previous studies [10][11][12][13][14][15][16][17][18][19][20][21][22][23][24][25][26][27][28][29], where storynomics derived from folklore are considered appropriate and able to market tourism in Indonesia in building sustainable tourism. However, the above studies have not clearly described the process of conveying these stories through storytelling. ...... Beberapa penelitian terdahulu justru hanya fokus terhadap efek video storytelling atau analisis jejaring sosial saja, sehingga belum ada penelitian yang melihat video promosi storytelling yang berkaitan dengan jejaring sosial yang dipengaruhi dengan brand experience. Selain itu, penelitian terdahulu justru menganalisis data yang berada di Twitter Barisione et al., 2019;Bassano et al., 2019;Berto & Muwarni, 2022;Calvi & Hover, 2021;Eriyanto, 2020;Fisanick & Stakeley, 2020;Kwon, 2019;Li & Liu, 2020;Lundqvist et al., 2013;Moin et al., 2020;Muwarni et al., 2021;Oroh et al., 2021;Rohimi, 2021;Surya Negara et al., 2021;Wahyu et al., 2022;Yao et al., 2021;Youssef et al., 2019;Yuliarti et al., 2021. Maka dari itu, penelitian ini berusaha menjawab efek video promosi pariwisata yang menggunakan teknik storytelling yang ditayangkan di YouTube memiliki pengaruh terhadap citra destinasi positif. ...Video Wonderful Indonesia 2022 Jiwa Jagad Jawi is a promotional video for Java Island tourist destinations that uses digital storytelling techniques. The researcher chose the promotional video because it was one of the storytelling videos that received high enthusiasm from the audience. The promotional video displays religious elements such as prayer traditions. Religious activities can be a sensitive topic. In this case, YouTube user comments can be interpreted as a special reaction given by the viewer. Comments can also be used as input for the Ministry of Tourism and Creative Economy in making tourism promotion videos. This study analyzed the social networks formed in tourism promotion videos. The method used in this study uses social media network analysis to analyze the level of network structure, groups, and actors. This research uses a mixed-method approach, which combines qualitative and quantitative research. The findings of this study are network structure in this promotional video is formed due to the topic of religion, not the topic of tourist destinations. This happened because the promotional video featured the tradition of prayer. Most of the comments made by the actors have positive connotations, expressing admiration for the island of Java. The results of this study indicate that the storytelling technique influences the image of a positive destination in the audience. However, the network structure that was formed was precise because of the topic of religion, not Java as a tourist destination, even though the word 'Java' has been mentioned 712 times. Ahmad zulfiqri organization requires a good leadership system so that the desired work result can be achieved. One of the effective leadership models that has been applied to various international organizations is Transformational Leadership. This leadership model manages the relationship between leaders and members by emphasizing several factors, namely attention, communication, respect, trust and risk. One of the leaders who has this leadership model is Wishnutama Kusubandio. Wishnutama is an Indonesian entrepreneur in the media sector who was chosen by President Jokowi to become the Minister of Tourism and Creative Economy. His leadership traits have the behavior of Creation Opportunities creating opportunities for others to improve knowledge and skills, Communication having good communication skills with others, Power getting strong support to achieve goals, Self Confidence, and Vision self-ability. to describe, explain and convince subordinates about the future conditions he wants while making it happen. This leadership style has enabled Wishnutama to achieve real work success in the television industry to the Ministry of Tourism and Creative DonlyOffered as a response to the increasingly popular call within the eco-humanities for stories that will help humankind adapt to catastrophic planetary conditions, this article proposes “the eco-narrative”—an approach to storytelling that strives to compose with, not for, its nonhuman characters. An extension of eco-critical projects that analyze stories for their depictions of nonhumanity, the theoretical research herein brings ecological analysis of narrative to the level of structure. In particular, it problematizes the dominant plot model of conflict/climax/resolution, suggesting that stories motivated by conflict reinforce dualistic and anthropocentric habits for approaching the animal other. Evaluating two narratives concerning the human practice of killing animals—the Pew Commission’s report on Industrial Farm Animal Production and Annette Watson and Orville H. Huntington’s “They’re here—I can feel them”—the article observes how the former’s efforts at animal rights advocacy are undermined by its very storytelling framework. Celebrating the latter story’s more playful approach to narrative instead, the article ultimately suggests that a theory of “infinite play,” as developed by James P. Carse, can be used to re-envision the dominant plot model. A template for cooperation in the absence of known outcome, infinite play thus becomes the basis for the eco-narrative—a storytelling framework flexible enough to cocreate with nonhumanity, even during an environmental moment characterized by communication currently tends to be online-based and refers to tourist behavior preferences. West Java as a tourism destination has a variety of online-based tourism communication. This study aims to identify the efforts of the Tourism and Culture Office of West Java in realizing West Java as a smart tourism destination through online communication and the Smiling West Java mobile application. The qualitative method is the approach in this study with primary and secondary data collection. The unit of analysis in this research covers the function of online communication media utilities and components of tourism destinations. This study uses qualitative analysis methods and content analysis methods and is complemented by descriptive qualitative analysis methods through data analysis before going to the field, data reduction, data presentation, and concluding. The efforts of the Tourism and Culture Office of West Java in communicating tourism through three main online media namely websites, social media, and mobile applications. Smiling West Java is a manifestation of smart tourism destinations owned by West Java and provides global scale competitiveness. Komunikasi pariwisata saat ini cenderung berbasis daring dan mengacu kepada preferensi perilaku wisatawan. Jawa Barat sebagai destinasi pariwisata memiliki berbagai komunikasi pariwisata berbasis daring. Penelitian ini bertujuan untuk mengidentifikasi upaya Dinas Pariwisata dan Kebudayaan Provinsi Jawa Barat dalam mewujudkan Jawa Barat sebagai destinasi pariwisata cerdas melalui komunikasi daring dan aplikasi seluler Smiling West Java. Metode kualitatif menjadi pendekatan pada penelitian ini dengan pengumpulan data data primer dan sekunder. Unit analisis dalam penelitian mencakup fungsi utilitas media komunikasi daring dan komponen destinasi pariwisata. Penelitian ini menggunakan metode analisis kualitatif dan metode analisis isi dan dilengkap dengan metode analisis deskriptif kualitatif melalui analisis data sebelum ke lapangan, reduksi data, penyajian data, dan penarikan kesimpulan. Upaya Pemerintah Provinsi Jawa Barat melalui Dinas Pariwisata dan Kebudayaan dalam mengkomunikasikan pariwisata melalui tiga media daring utama yaitu situs web, media sosial, dan aplikasi seluler. Smiling West Java menjadi manifestasi destinasi pariwisata cerdas yang dimiliki oleh Jawa Barat dan memberikan daya saing skala global. Lei HuangAmelia ClarkeNatalie HeldsingerWen TianThis study aims to provide social marketers and researchers with some innovative perspectives on the application of social media in disseminating and promoting new sustainability knowledge to targeted audiences including academics, community sustainability stakeholders, and policy-makers. An online survey was used to examine the audiences’ attitudes of and motivations for engaging in LinkedIn and Twitter sites that disseminate sustainability knowledge. Also, the fact-based measurements from LinkedIn and Twitter showing the participants’ reactions to the contents and formats were analyzed. The results suggest that the infographics message format received the highest engagement and response rates. Participants used Twitter to obtain general sustainability knowledge while being engaged in LinkedIn for specific advice on the implementation of community sustainability plans. Rohan MillerNatalie LammasSocial media presents potentially seductive opportunities for new forms of communication and commerce between marketers and consumers. As advertisers typically want to find some way to follow their target audiences, many new media opportunities are presented to advertisers. However, we are still social media pioneers. While the boom in social marketing appears persuasive with an estimated 70% of consumers visiting a social website for information, other research points out that 90% of WOM conversations still occur face to face or by phone, and only 7 percent occurs online. In contrast to traditional advertising media such as television, there are measurement and consumer behaviour modelling issues that will need to be addressed before marketers that measure and manage their media investments will be able to fully embrace the opportunities and navigate the risks presented by social media. Ultimately, advertisers will be forced beyond the "old-school" approaches to adopt many of the principles and techniques of relationship marketing in order to effectively use social media and likely the multiple niche co-creation of products and is a leading sector that became the foundation of the economy in Indonesia. As a leading sector, tourism plays an important role in increasing foreign exchange and expanding employment. Therefore, the government is focusing the tourism sector through marketing communication activities conducted by Kemenpar, one of them by using Wonderful Indonesia. Wonderful Indonesia is currently considered to have successfully promoted Indonesian tourism abroad. Because of the success, the researcher is interested to research about marketing communication planning conducted by Kemenpar by using qualitative approach and deep interview method. The results of this study indicate that Kemenpar performs all marketing communication planning steps covering three key resources, situation analysis, objectives, strategy, tactics, implementation and control that can support Indonesian place branding by fulfilling ten components in place branding. The findings in this research are Branding Advertising Selling BAS strategy which is always used for every marketing communication activity. In this strategy Kemenpar not only branding Wonderful Indonesia, but also tried to sell Indonesia tourism destinations. Keywords Wonderful Indonesia, Marketing Communication Planning, Place BrandingTourism is a huge potential owned by the regions in Indonesia. Many areas in Indonesia that actually has an interesting potential to be developed into tourism object. In order for the potential to have a selling power that attracts potential tourists to come should be disseminated information about the object. The process of information dissemination is adjusted to various things such as the intended audience and what potentials need to be known by the audience. Therefore, each local government has the authority in developing and promoting tourism potential that exists. The local government seeks the promotion of regional tourism potentials through dissemination of information to the public. Roles and functions are carried out so that the potential of tourism areas that are environmentally and culturally relevant tourism can be maximally known by the public and increase the attractiveness of tourists, especially domestic and foreign tourists. Penelitian ini merupakan studi terkait upaya diseminasi informasi di bidang komunikasi pariwisata. Pariwisata merupakan potensi yang sangat besar dimiliki oleh daerah-daerah di Indonesia. Banyak daerah di Indonesia yang sebenarnya memiliki potensi yang menarik untuk dikembangkan menjadi objek pariwisata. Agar potensi tersebut memiliki daya jual yang menarik minat calon wisatawan untuk datang harus dilakukan penyebaran informasi mengenai objek tersebut. Proses diseminasi informasi disesuaikan berbagai hal misalnya khalayak yang dituju dan potensi apa yang perlu diketahui oleh khalayak. Oleh sebab itu, masing-masing pemerintah daerah memiliki otoritas dalam mengembangkan serta mempromosikan potensi wisata yang ada. Pemda mengupayakan promosi potensi wisata daerah melalui diseminasi informasi ke publik. Peran dan fungsi tersebut dilakukan sehingga potensi wisata daerah yakni pariwisata yang berwawasan lingkungan dan budaya bisa secara maksimal dikenal oleh masyarakat dan meningkatkan daya tarik wisatawan, khususnya turis dalam dan luar FogChristian BudtzBaris YakaboyluAs a concept, storytelling has won a decisive foothold in the debate on how brands of the future will be shaped. Yet, companies are still confused as to how and why storytelling can make a difference to their business. What is the point of telling stories anyway? What makes a good story? And how do you go about telling it so that it supports the company brand? This book is written for practitioners by practitioners. Through real life examples, simple guidelines and practical tools, the book aims to inspire companies to use storytelling as a means of building their brand - internally as well as externally. © Springer-Verlag Berlin Heidelberg 2005. All rights are reserved.

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