Social Media-Based Tourism Management: Instagram Strategies as a Digital Marketing Tool for Central Park Zoo Using the SOSTAC Approach

Budi Prayogi; Fizra Kartika; Dewi Yanti

doi:10.58905/apollo.v5i1.820

Authors

Budi Prayogi Politeknik Pariwisata Medan, Medan, Indonesia
Fizra Kartika Politeknik Pariwisata Medan, Medan, Indonesia https://orcid.org/0009-0009-9036-074X
Dewi Yanti Politeknik Pariwisata Medan, Medan, Indonesia https://orcid.org/0000-0001-7390-3479

DOI:

https://doi.org/10.58905/apollo.v5i1.820

Keywords:

Digital Marketing, Instagram, SOSTAC

Abstract

This study examines Instagram marketing management at Central Park Zoo in Deli Serdang, focusing on the relationship between content planning, publication, and evaluation. A qualitative case study draws on one semi-structured interview with the content creator, conducted on June 11, 2026, and researchers’ records of feed posts and Reels published in March 2026. Interview material was analyzed thematically and subsequently interpreted through Situation, Objectives, Strategy, Tactics, Action, and Control (SOSTAC). The observation record contains 15 posts published on 11 dates: 12 Reels, two graphic-design posts, and one post of unidentified format. Twelve posts appeared between March 15 and 28. The informant reported monthly mood boards, a preference for Reels, and monitoring through comments and the Instagram Dashboard. The predominance of Reels is consistent with the reported format preference, but the interview does not establish the reasons for individual March decisions. Audience segmentation, time-bound objectives and key performance indicators, planning and approval records, budgets, and evaluation-led changes were not sufficiently documented in the available materials. An evidence-traceability matrix distinguishes reported practices, recorded publications, and unsupported connections across SOSTAC stages. The findings describe one practitioner’s account alongside a bounded monthly publication record, not a verified organization-wide strategy or a representative assessment of year-round activity. The study identifies limits in tracing planning, publication, performance evaluation, and subsequent decisions; it does not establish marketing effectiveness or effects on sales and visitor arrivals.

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