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.

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Official URL: https://repository.upi.edu

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.

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

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