Self Presentation Duta Wisata Kabupaten Sukoharjo dalam Upaya Mempromosikan Pariwisata

Syiffana Eira Nabila, Sidiq Setyawan

Abstract


This study examines the self-presentation practices of Mas dan Mbak Sukoharjo (MMS) tourism ambassadors of Sukoharjo Regency in promoting regional tourism through social media. Employing a descriptive qualitative approach within an interpretative paradigm, data were collected through in-depth interviews with six informants across three cohorts (2023–2025). The study reveals five key findings: (1) a conscious differentiation between official accounts (front stage) and private accounts (back stage); (2) a motivational spectrum ranging from extrinsic to intrinsic that influences content quality; (3) high meta-cognitive awareness regarding the representational implications of their self-presentation; (4) a positive contribution of self-presentation toward the credibility and engagement of tourism promotion; and (5) the identification of four identity adaptation models: authentic role adoption, contextual code-switching, segregated identity management, and role-based persona adoption. This study concludes by offering a novel insight: optimizing the role of tourism ambassadors as promotional agents requires a structured development program that integrates digital literacy, psychological resilience, and holistic identity development to bridge the gap between ideal roles and actual digital practices..


Keywords


Self-Presentation; Tourism Ambassador; Tourism Promotion; Social Media; Impression Management; Sukoharjo Regency

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DOI: https://doi.org/10.32509/cyberpr.v6i1.6963

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