ABSTRACT
The Covid-19 pandemic that hit globally in 2020 has profoundly impacted the tourism industry. Destination marketing organizations (DMO) have adapted their strategy by shifting more into visual content on social media as part of their survival mode. This paper attempts to explore how the Indonesian official DMO constructed its social media (Instagram) posts to promote tourism destinations while coping with the effects of the crisis. By employing visual content analysis, the authors analyzed selected Instagram posts from the Indonesian DMO account within the period of February–May 2020. Then, the social media engagement rates of the overall posts are measured to see how far the projected images can resonate with the audience. It is expected that this paper could contribute as one of the bases in evaluating the visual communication strategy of presenting the desired destination images as part of tourism resilience.
