Analisis Konten Instagram @themandalikagp dalam Membangun Citra Mandalika Sebagai Destinasi Wisata Olahraga Melalui MotoGP 2025

*Talitha Cantika Nurrafaida  -  Public Relations Study Program, Faculty of Communication Science, Universitas Padjadjaran, Jalan Raya Ir. Sukarno No.KM. 21, Hegarmanah, Kec. Jatinangor, Kabupaten Sumedang, Jawa Barat 45363, Indonesia
Hanan Dzakirah Asma  -  Public Relations Study Program, Faculty of Communication Science, Universitas Padjadjaran, Jalan Raya Ir. Sukarno No.KM. 21, Hegarmanah, Kec. Jatinangor, Kabupaten Sumedang, Jawa Barat 45363, Indonesia
Sarah Kamila  -  Public Relations Study Program, Faculty of Communication Science, Universitas Padjadjaran, Jalan Raya Ir. Sukarno No.KM. 21, Hegarmanah, Kec. Jatinangor, Kabupaten Sumedang, Jawa Barat 45363, Indonesia
Caroline Sekar Kurnia Putri  -  Public Relations Study Program, Faculty of Communication Science, Universitas Padjadjaran, Jalan Raya Ir. Sukarno No.KM. 21, Hegarmanah, Kec. Jatinangor, Kabupaten Sumedang, Jawa Barat 45363, Indonesia

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Abstract

This study analyzes the role of Instagram account @themandalikagp in shaping Mandalika’s image as a sport tourism destination through the 2025 Indonesian MotoGP. The study aims to examine how the account’s digital communication strategy contributes to Mandalika’s sport tourism image. This study uses an interpretive qualitative approach using content analysis methods. The analysis was conducted by examining visual elements, textual content, hashtags, and digital interactions in posts uploaded during September - November 2025. The findings reveal that the uploaded content successfully portrays Mandalika as a world-class sport tourism destination. The dominant themes identified include international competition, local cultural identity, and the natural attractions of Lombok. The study concludes that digital communication strategies based on sport tourism branding effectively strengthen Mandalika’s positioning as a sustainable and internationally competitive sport tourism destination. This study also contributes to Sport Tourism Branding studies regarding the role of social media in shaping destination image formation.

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