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

Talitha Cantika Nurrafaida, Hanan Dzakirah Asma, Sarah Kamila, Caroline Sekar Kurnia Putri


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.


Full Text:

PDF

References


Hemmonsbey, J., & Maloney Tichaawa, T. (2018). The effects of major sport event leveraging for tourism and destination branding: The case of South Africa as an emerging destination. GeoJournal of Tourism and Geosites, 21(1), 213–225. http://gtg.webhost.uoradea.ro/

Hemmonsbey, J., & Tichaawa, T. M. (2019). Strategic Planning Of Sport Tourism Events On Destination Brands: Examining The Role Of Home-Grown Sport. GeoJournal of Tourism and Geosites, 26(3), 794–807. https://doi.org/10.30892/gtg.26310-398

Hemmonsbey, J., & Tichaawa, T. M. (2020). Brand messages that influence the sport tourism experience: the case of South Africa. Journal of Sport & Tourism, 24(3), 177–194. https://doi.org/10.1080/14775085.2020.1822200

I. K. Suwena, & I. G. N. Widyatmaja. (2017). Pengetahuan dasar Ilmu Pariwisata. Pustaka Larasan.

Kim, W., Jun, H. M., Walker, M., & Drane, D. (2015). Evaluating the perceived social impacts of hosting large-scale sport tourism events: Scale development and validation. Tourism Management, 48, 21–32. https://doi.org/10.1016/j.tourman.2014.10.015

Lei, L., Jaafar, M., & Yongxia, W. (2025). Identifying The Key Factors Influencing The Sports Tourism Destination Competitiveness: A Case Study Of The Greater Bay Area, China. Planning Malaysia, 23. https://doi.org/10.21837/pm.v23i36.1758

Perić, M., Čuić Tanković, A., & Đurkin, J. (2017). Role of Brand Personality Traits in Creating an Umbrella Brand for Small-Scale Sports Events: The Case of Gorski Kotar, Croatia. Drustvena Istrazivanja, 26(4). https://doi.org/10.5559/di.26.4.06

Putri, G. S., & Amalia, A. M. C. (2020). Model Komunikasi Pemasaran Terpadu Sport tourism di Kabupaten Malang. Expose: Jurnal Ilmu Komunikasi, 3(1), 1. https://doi.org/10.33021/exp.v3i1.968

Richelieu, A. (2018). A sport-oriented place branding strategy for cities, regions and countries. Sport, Business and Management: An International Journal, 8(4), 354–374. https://doi.org/10.1108/SBM-02-2018-0010

SocialBlade. (2025). Profile Summary of Mandalika Grand Prix @themandalikagp. Socialblade.Com.

Taberner, I., & Juncà, A. (2021). Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram. Sustainability, 13(21), 12255. https://doi.org/10.3390/su132112255

themandalikagp. (2025, October 6). Sinergi Nasional di Balik Kesuksesan MotoGP Mandalika 2025: Kolaborasi Lintas Lembaga Wujudkan Rekor Baru 140 Ribu Penonton. Themandalikagp.Com.

Theodoropoulou, I., & Alos, J. (2020). Expect amazing! Branding Qatar as a sports tourism destination. Visual Communication, 19(1), 13–43. https://doi.org/10.1177/1470357218775005

Williams, G. B., Kim, Y. H., & Nauright, J. (2021). Destination development by sport event tourism (SET): a case study of Thailand. Sport in Society, 24(10), 1827–1837. https://doi.org/10.1080/17430437.2021.1916234

Yohanes Sulistyadi, Fauziah Eddyono, & Bernard Hasibuan. (2017). Pariwisata Berkelanjutan: Pengelolaan Destinasi Wisata Berbasis Masyarakat. CV. Anugrah Utama Raharja .


Refbacks

  • There are currently no refbacks.