The Quality of Content On Instagram As A Driver Of Interest In Staycations: A Correlational Study
Keywords:
Instagram, Context, Staycation Intention, HotelAbstract
Abstract. The Central Statistics Agency (BPS) reported that the room occupancy rate (ROR) of star-rated hotels was 59.74% in December 2023, but it declined to 50.16% by September 2025 (BPS, 2025). This gap raises an important question: why is hotels' digital presence becoming increasingly active while their room occupancy continues to decline? This study employed a correlational research approach. The population consisted of 20,300 followers of the Instagram account @belviuhotel. The research sample was determined using the Slovin formula with a 10% margin of error, resulting in approximately 100 respondents. The findings indicate that there is a significant relationship between the Context dimension of the Instagram social media account @belviuhotel and followers' intention to engage in a staycation. This relationship is particularly reflected in the quality of the captions accompanying each post. Therefore, hotels are encouraged to create Instagram captions that are clearer, more engaging, and more persuasive so that their digital activities can effectively stimulate followers' staycation intentions and contribute to improving room occupancy rates.
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