THE ANALYSYS OF SOCIAL MEDIA USAGE ON WELLNESS TOURISM: A Phenomenological Exploration With Yoga Instructors Of Yoga Studios In Bali Indonesia

    ASMA BEJAOUI, - (2024) THE ANALYSYS OF SOCIAL MEDIA USAGE ON WELLNESS TOURISM: A Phenomenological Exploration With Yoga Instructors Of Yoga Studios In Bali Indonesia. S2 thesis, Universitas Pendidikan Indonesia.

    Abstract

    The purpose of the study is to explore the experiences of yoga instructors in Bali
    concerning their use of social media and its impact on wellness tourism. Using a
    qualitative research design grounded in phenomenology and Interpretative
    Phenomenological Analysis, the study conducted semi-structured interviews with
    ten yoga instructors from diverse backgrounds. The data were analyzed using a
    phenomenological approach. The research reveals the significant role of social
    media platforms like Instagram, Facebook, and YouTube in enhancing visibility,
    expanding reach, and promoting yoga classes and retreats. However, the findings
    also highlight the dual nature of social media as both a powerful marketing tool and
    a potential source of unrealistic expectations due to its emphasis on aesthetic
    perfection and hyper-flexibility. Instructors have adopted innovative strategies to
    address these challenges, such as integrating holistic wellness practices, tailoring
    content to diverse participant needs, and incorporating storytelling and cultural
    elements. Despite the unpredictability of social media algorithms, instructors have
    demonstrated resilience and adaptability, particularly during the COVID-19
    pandemic, by leveraging online platforms to sustain engagement. The study
    underscores the importance of maintaining authenticity and depth in digital
    engagement, ensuring that the core values of yoga are preserved. These insights
    contribute to a nuanced understanding of the transformative impact of social media
    on wellness tourism and highlight the need for balanced and thoughtful social media
    marketing strategies that honor the essence of yoga while embracing digital
    opportunities.

    Baca Full Text klik disini
    [thumbnail of T_MM_2211376_Title.pdf] Text
    T_MM_2211376_Title.pdf
    Download (505kB)
    [thumbnail of T_MM_2211376_Chapter1.pdf] Text
    T_MM_2211376_Chapter1.pdf
    Download (135kB)
    [thumbnail of T_MM_2211376_Chapter2.pdf] Text
    T_MM_2211376_Chapter2.pdf
    Restricted to Staf Perpustakaan
    Download (162kB)
    [thumbnail of T_MM_2211376_Chapter3.pdf] Text
    T_MM_2211376_Chapter3.pdf
    Download (107kB)
    [thumbnail of T_MM_2211376_Chapter4.pdf] Text
    T_MM_2211376_Chapter4.pdf
    Restricted to Staf Perpustakaan
    Download (148kB)
    [thumbnail of T_MM_2211376_Chapter5.pdf] Text
    T_MM_2211376_Chapter5.pdf
    Download (99kB)
    [thumbnail of T_MM_2211376_Appendix.pdf] Text
    T_MM_2211376_Appendix.pdf
    Restricted to Staf Perpustakaan
    Download (1MB)
    Official URL: https://repository.upi.edu
    Item Type: Thesis (S2)
    Additional Information: ID SINTA Dosen Pembimbing: VANESSA GAFFAR: 5993246 DENNY ANDRIANA: 5996554
    Uncontrolled Keywords: Wellness Tourism, Social Media, Yoga Instructors, Bali
    Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    H Social Sciences > HE Transportation and Communications
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > S2 Manajemen
    Depositing User: Asma Bejaoui
    Date Deposited: 02 Aug 2024 07:13
    Last Modified: 17 Sep 2024 03:47
    URI: http://repository.upi.edu/id/eprint/119656

    Actions (login required)

    View Item View Item