The study aims to investigate and analyse the social media, precisely the Instagram activity of several hotels in the city of Yogyakarta, Indonesia. Having been the second most popular destination besides Bali, it is mainly dominated by domestic tourism. Although several governmental institutions exist, the study focuses on the hotel’s activity only. The main purpose was to find, that after the classification of the posts, whether there is a more positive effect of one as opposed to the other type of posts. In addition, it was also important to see if with the time advancing positive effect of likes and comments appear and the relation of hashtags, likes and comments. Data was collected between 1st of January 2023. and 15th of July 2024. The first step was to collect posts done by the suppliers and then the posts were classified. Also, the number of hashtags used were collected. Second step was to collect the response from the demand side by gathering their likes and comments. Data then was analysed with SPSS 24 and JASP program. Results show that while there is no significance on increasing likes and comments with the months advancing, but in terms of the type of the posts there is. Promotional posts with other suppliers tend to bring a lot more comments and likes than self-promotional posts. This study’s main purpose to analyse through social media posts to enhance online networking by local suppliers promoting each other’s products.

1. Adel, M. (2023). The Influence of Affiliate Marketing on Tourist Decision-Making. Journal of Association of Arab Universities for Tourism and Hospitality, 25(1), 266-277. https://doi.org/10.21608/jaauth.2024.255779.1537
2. Angst, C. M., Agarwal, R., Sambamurthy, V., & Kelley, K. (2010). Social contagion and information technology diffusion: the adoption of electronic medical records in U.S. hospitals. Management Science, 56(8), 1219–1241. https://doi.org/10.1287/mnsc.1100.1183
3. Antoniadis, I., Paltsoglou, S., & Patoulidis, V. (2019). Post popularity and reactions in retail brand pages on Facebook. International Journal of Retail & Distribution Management, 47(4), 957–973. https://doi.org/10.1108/IJRDM-09-2018-0195
4. Aramendia-Muneta, M. E., Olarte-Pascual, C., & Ollo-López, A. (2021). Key image attributes to elicit likes and comments on Instagram. Journal of Promotion Management, 27(1), 50-76.
5. Arintoko, A., Ahmad, A. A., Gunawan, D. S., & Supadi, S. (2020). Community-based tourism village development strategies: A case of Borobudur tourism village area, Indonesia. Geo Journal of Tourism and Geosites, 29(2), 398-413. https://doi.org/10.30892/gtg.29202-477
6. Avallone, A. (2021). # Datastories: seguire le impronte umane sul digitale. HOEPLI EDITORE.
7. Aydin, G. (2020). Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry. Journal of Hospitality Marketing & Management, 29(1), 1-21. https://doi.org/10.1080/19368623.2019.1588824
8. Bevendorff, J., Wiegmann, M., Potthast, M., & Stein, B. (2022). The Impact of Online Affiliate Marketing on Web Search. In 4th International Symposium on Open Search Technology (OSSYM 2022), Andreas Wagner, Christian Guetl, Michael Granitzer, and Stefan Voigt (Eds.). International Open Search Symposium.
9. Bhatt, P., & Pickering, C. M. (2022). Destination image of Chitwan National Park, Nepal: Insights from a content analysis of online photographs. Journal of Outdoor Recreation and Tourism, 37, 100488. https://doi.org/10.1016/j.jort.2022.100488
10. Bonilla-Quijada, M., Tugores-Ques, J., & Olmo Arriaga, J. L. (2021). Promotion of urban tourism: insights into user engagement on social media. Information Technology & Tourism, 23, 611-632. https://link.springer.com/article/10.1007/s40558-021-00213-6
11. Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of computer‐mediated Communication, 13(1), 210-230. https://doi.org/10.1111/j.1083-6101.2007.00393.x
12. Buarki, H., & Alkhateeb, B. (2018). Use of hashtags to retrieve information on the web. The Electronic Library, 36(2), 286-304. https://doi.org/10.1108/EL-01-2017-0011
13. Burt, R. S. (1987). Social contagion and innovation: cohesion versus structural equivalence. The American Journal of Sociology, 9(4), 311–332.
14. Celuch, K. (2021). Hashtag usage and user engagement on Instagram: The case of# foodfestivals. Journal of Physical Education and Sport, 21, 966-973. https://doi.org/10.7752/jpes.2021.s2120
15. Chandrasekaran, S., RV, S., & Annamalai, B. (2023). Social media and tourism: A cross-platform study of Indian DMOs. Current Issues in Tourism, 26(16), 2727-2744.https://doi.org/10.1080/13683500.2022.2142098
16. Chen, J., Becken, S., & Stantic, B. (2022). Assessing destination satisfaction by social media: An innovative approach using Importance-Performance Analysis. Annals of Tourism Research, 93,103371.10.1016/j.annals.2022.103371.https://doi.org/10.1016/j.annals.2022.103371
17. Cheng, Y., Wei, W. and Zhang, L. (2020), “Seeing destinations through vlogs: implications for leveraging customer engagement behavior to increase travel intention”, International Journal of Contemporary Hospitality Management, Vol. 32 No. 10, pp. 3227-3248, https://doi.org/10.1108/IJCHM-04-2020-0319
18. Coelho, R. L. F., de Oliveira, D. S., & de Almeida, M. I. S. (2016). Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics. Online Information Review, 40(4), 458-471. https://doi.org/10.1108/OIR-06-2015-0176
19. Contractor, N. S., & Eisenberg, E. M. (1990). Communication networks and new media in organizations. In J. Fulk & C. W. Steinfield (Eds.), Organizations and communication technology (pp. 143–172). Newberry Park: Sage. https://psycnet.apa.org/record/1990-98183-003
20. De La Hoz-Correa, A., & Muñoz-Leiva, F. (2019). The role of information sources and image on the intention to visit a medical tourism destination: A cross-cultural analysis. Journal of Travel & Tourism Marketing, 36(2), 204-219. https://doi.org/10.1080/10548408.2018.1507865
21. Dwivedi, R. (2017). Analyzing Impact of Affiliate Marketing on Consumer Behavior with M-Commerce Perspective. SMS Journal of Entrepreneurship & Innovation, 3(Issue-2), 55-69.. https://doi.org/10.21844/smsjei.v3i02.9733
22. El Archi, Y., Benbba, B., Kabil, M., & Dávid, L. D. (2023). Digital Technologies for Sustainable Tourism Destinations: State of the Art and Research Agenda. Administrative Sciences, 13 (8), 184. https://doi.org/10.3390/admsci13080184
23. El Archi, Y., Benbba, B., Zhu, K., El Andaloussi, Z., Pataki, L., & Dávid, L. D. (2023). Mapping the nexus between sustainability and digitalization in tourist destinations: a bibliometric analysis. Sustainability, 15(12), 9717. https://doi.org/10.3390/su15129717
24. Gaffar, V., Tjahjono, B., Abdullah, T., & Sukmayadi, V. (2022). Like, tag and share: bolstering social media marketing to improve intention to visit a nature-based tourism destination. Tourism Review, 77(2), 451-470. https://doi.org/10.1108/TR-05-2020-0215
25. Hausman, A., & Stock, J. R. (2003). Adoption and implementation of technological innovations within long-term relationships. Journal of Business Research, 56(8), 681-686.https://doi.org/10.1016/S0148-2963(01)00313-7
26. Hine, C. (2020). Ethnography for the internet: Embedded, embodied and everyday. Routledge.https://doi.org/10.4324/9781003085348
27. Hjorth, L., Horst, H. A., Galloway, A., & Bell, G. (Eds.). (2017). The Routledge companion to digital ethnography (pp. 21-28). New York: Routledge.file:///C:/Users/darafe/Downloads/10.4324_9781315673974_previewpdf.pdf
28. Ho, J. L., Chen, K. Y., Wang, L. H., Yeh, S. S., & Huan, T. C. (2022). Exploring the impact of social media platform image on hotel customers’ visit intention. International Journal of Contemporary Hospitality Management, 34(11), 4206-4226. https://doi.org/10.1108/IJCHM-12-2021-1469
29. Homburg, C., Wieseke, J., & Kuehnl, C. (2010). Social influence on salespeople’s adoption of sales technology: a multilevel analysis. Journal of the Academy of Marketing Science, 38(2), 159–168. https://link.springer.com/article/10.1007/s11747-009-0157-x
30. Hristova, D., Jovicic, S., Goebl, B., & Slunecko, T. (2020). The social media game?: How gamification shapes our social media engagement. In The digital gaming handbook (pp. 63-94). CRC Press.
31. Hruška, J., & Pásková, M. (2018). How do the national tourism organizations use the social media? http://hdl.handle.net/11025/31107
32. https://www.journals.uchicago.edu/doi/epdf/10.1086/228667
33. Huang, Z. J., Lin, M. S., & Chen, J. (2024). Tourism experiences co-created on social media. Tourism Management, 105, 104940. https://doi.org/10.1016/j.tourman.2024.104940
34. Islam, A. N., Mäntymäki, M., & Benbasat, I. (2019). Duality of self-promotion on social networking sites. Information Technology & People, 32(2), 269-296. https://doi.org/10.1108/ITP-07-2017-0213
35. Jagadeesan, M. P. J. S., & Karthikeyan, S. (2023). Social proofing factor: A study of tagging and non-tagging behaviours on the Instagram platform. JournalofResearchAdministration, 5(2), 6858-6881.https://journlra.org/index.php/jra/article/view/830
36. Jyotsna, R., Nazki, H., Kumar, A., Chauhan, N. (2024). Understanding the Impact of Affiliate Marketing on Consumer Behaviour: A Comprehensive Analysis. In: Alareeni, B., Hamdan, A. (eds) Navigating the Technological Tide: The Evolution and Challenges of Business Model Innovation. ICBT 2024. Lecture Notes in Networks and Systems, vol 1082. Springer, Cham. https://doi.org/10.1007/978-3-031-67434-1_41
37. Kachniewska, M. (2015). Gamification and social media as tools for tourism promotion. In Handbook of research on effective advertising strategies in the social media age (pp. 17-51). IGI Global https://doi.org/10.4018/978-1-4666-8125-5.ch002
38. Keller, V., & Printz-Markó, E. (2023). Social media communication of the spa industry during the four waves of the COVID-19 pandemic. Journal of International Studies, 16(4).https://www.ceeol.com/search/article-detail?id=1229760
39. Kőmíves, Cs. (2016). Analysis of the employees’ contentment in hotel’s restaurants of Győr. Vestnik omskogo universiteta: seria ekonomika/ herald of omsk university 1, pp. 93-98. https://econpapers.repec.org/article/scn025682/16673069.htm
40. Kőmíves, Cs. (2024). A Demographic Study of Natural Heritage Visitation Intentions in Tourism in Győr-Moson-Sopron county, in Hungary. Journal of Infrastructure, Policy and Development, 8(1), https://systems.enpress-publisher.com/index.php/jipd/article/view/9084
41. Kozinets, R. (2019). Netnography: The essential guide to qualitative social media research. https://www.torrossa.com/en/resources/an/5018252
42. Kulviwat, S., Bruner, G. C., II, & Al-Shuridah, O. (2008). The role of social influence on adoption of high tech innovations: the moderating effect of public/private consumption. Journal of Business Research, 62, 706–712. https://doi.org/10.1016/j.jbusres.2007.04.014
43. Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of advertising, 18(1), 36-41. https://doi.org/10.1080/00913367.1989.10673141
44. Latane, B. (2000). Pressures to uniformity and the evolution of cultural norms: modeling dynamic social impact. In D. Ilgen & C. Hulin (Eds.), Computational modeling of behavior in organization: the third scientific discipline (pp. 189–220). Washington D.C.: American Psychological Association. https://doi.org/10.1037/10375-009
45. Laucuka, A. (2018). Communicative functions of hashtags. Economics and Culture, 15(1), 56-62. https://intapi.sciendo.com/pdf/10.2478/jec-2018-0006
46. Leung, X. Y. (2019). Do destination Facebook pages increase fan’s visit intention? A longitudinal study. Journal of Hospitality and Tourism Technology, 10(2), 205–218. https://doi.org/10.1108/JHTT-06-2018-0041
47. Liu, X., Mehraliyev, F., Liu, C., & Schuckert, M. (2020). The roles of social media in tourists’ choices of travel components. Tourist studies, 20(1), 27-48. https://journals.sagepub.com/doi/10.1177/1468797619873107 https://doi.org/10.1177/1468797619873107
48. Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519. https://doi.org/10.1108/OIR-01-2015-0029
49. Marine-Roig, E., Martin-Fuentes, E., & Daries-Ramon, N. (2017). User-generated social media events in tourism. Sustainability, 9(12), 2250. https://doi.org/10.3390/su9122250
50. Mehta, M.P., Kumar, G. and Ramkumar, M. (2021), “Customer expectations in the hotel industry during the COVID-19 pandemic: a global perspective using sentiment analysis”, Tourism Recreation Research, Vol. ahead-of-print No. ahead-of-print, https://doi.org/10.1080/02508281.2021.1894692.
51. Mestanza-Ramón, C., Pranzini, E., Anfuso, G., Botero, C. M., Chica-Ruiz, J. A., & Mooser, A. (2020). An attempt to characterize the “3S”(Sea, Sun, and Sand) parameters: Application to the Galapagos Islands and continental Ecuadorian beaches. Sustainability, 12(8), 3468.https://doi.org/10.3390/su12083468
52. Narangajavana, Y., Fiol, L. J. C., Tena, M. Á. M., Artola, R. M. R., & García, J. S. (2017). The influence of social media in creating expectations. An empirical study for a tourist destination. Annals of tourism research, 65, 60-70. https://doi.org/10.1016/j.annals.2017.05.002
53. Nielsen AC (2010) What Americans do online: social media and games dominate activity. Nielsen Mobile Media View Internet. Retrieved from http://www.nielsen.com
54. Osei, B. A., Mensah, I., & Amenumey, E. K. (2018). Utilisation of social media by international tourists to Ghana. Anatolia, 29(3), 411-421.https://doi.org/10.1080/13032917.2018.1430044
55. Pachucki, C., Grohs, R., & Scholl-Grissemann, U. (2022). Is nothing like before ? COVID-19–evoked changes to tourism destination social media communication. Journal of Destination Marketing & Management, 23, 100692.https://doi.org/10.1016/j.jdmm.2022.100692
56. Pan, X., Rasouli, S., & Timmermans, H. (2021). Investigating tourist destination choice: Effect of destination image from social network members. Tourism Management, 83, 104217.https://doi.org/10.1016/j.tourman.2020.104217
57. Park, S., & Nicolau, J. L. (2015). Asymmetric effects of online consumer reviews. Annals of Tourism Research, 50, 67-83.https://doi.org/10.1016/j.annals.2014.10.007
58. Pertierra, A. C. (2018). Media anthropology for the digital age. John Wiley & Sons. Polity Press, Cambridge
59. Pink, S., Horst, H., Lewis, T., Hjorth, L., & Postill, J. (2015). Digital ethnography: Principles and practice.https://www.torrossa.com/en/resources/an/5017934
60. Priharta, M. (2023). The Influence of Hashtag Engagement on Customer Brand Awareness Towards Indonesian Beauty Industry. International Journal of Business and Technology Management, 5(3), 299-311. https://doi.org/10.55057/ijbtm.2023.5.3.25
61. Rivas, R., Sadah, S. A., Guo, Y., & Hristidis, V. (2020). Classification of health-related social media posts: Evaluation of post content–classifier models and analysis of user demographics. JMIR Public Health and Surveillance, 6(2), e14952. https://doi.org/10.2196/14952
62. Salsabila, A., Wijayanti, Y., Nurmalita, W., & Karma, A. (2022.). City Branding Strategy of Yogyakarta Tourism Office in Maintaining Destination Image Amid the Rise of Klitih News. City Branding Strategy of Yogyakarta Tourism Office, pp. 190-197. https://doi.org/10.2991/978-2-494069-87-9_23.
63. Schoner-Schatz, L., Hofmann, V., & Stokburger-Sauer, N. E. (2021). Destination’s social media communication and emotions: An investigation of visit intentions, word-of-mouth and travelers’ facially expressed emotions. Journal of Destination Marketing & Management, 22, 100661.https://doi.org/10.1016/j.jdmm.2021.100661
64. Sigala, M. (2016). Social media and the co-creation of tourism experiences. In The handbook of managing and marketing tourism experiences (pp. 85-111). Emerald Group Publishing Limited. https://doi.org/10.1108/978-1-78635-290-320161033
65. Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter?. Journal of interactive marketing, 26(2), 102-113. https://doi.org/10.1016/j.intmar.2012.01.002
66. Sokolova, K. and Kefi, H. (2020), “Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions”, Journal of Retailing and Consumer Services, Vol. 53, p. 101742, https://doi.org/10.1016/j.jretconser.2019.01.011.
67. Supardin, L., Handayani, S.D. and RetnoWidowati, P.A. (2018), “The influence of advertisement perception and celebrity endorser towards purchase decision through brand image as the mediator”, International Journal of Business Quantitative Economics and Applied Management Research, Vol. 4 No. 10, pp. 9-17.
68. Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927–943. https://doi.org/10.1108/MIP-07-2014-0135
69. Tafesse, W., & Wien, A. (2017). A framework for categorizing social media posts. Cogent Business & Management, 4(1), 1284390. https://doi.org/10.1080/23311975.2017.1284390
70. Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176. https://doi.org/10.1287/isre.6.2.144
71. Tham, A., Mair, J. and Croy, G. (2020), “Social media influence on tourists’ destination choice: importance of context”, Tourism Recreation Research, Vol. 45 No. 2, pp. 161-175, . https://doi.org/10.1080/02508281.2019.1700655.
72. Turancı, E. (2019). The use of Instagram as a public relations tool in health tourism: an analysis on “health tourism Turkey” hashtag. International Journal of Health Management and Tourism, 4(1), 44-60. https://doi.org/10.31201/ijhmt.521852
73. Tussyadiah, I. P., & Wang, D. (2016). Tourists’ attitudes toward proactive smartphone systems. Journal of Travel Research, 55(4), 493-508. https://doi.org/10.1177/0047287514563168
74. Uşaklı, A., Koç, B., & Sönmez, S. (2017). How ‘social’ are destinations? Examining European DMO social media usage. Journal of Destination Marketing & Management, 6(2), 136–149. https://doi.org/10.1016/j.jdmm.2017.02.001
75. Van Dijck, J., & Poell, T. (2013). Understanding social media logic. Media and communication, 1(1),2-14. https://ssrn.com/abstract=2309065
76. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036