GEO-TAGGED INSTAGRAM ANALYTICS FOR HERITAGE TOURISM AND SERVICES MARKETING: MODELING HOW PLACE-MAKING ATTRIBUTES SHAPE VISITOR IMPRESSIONS IN MALANG, INDONESIA
DOI:
https://doi.org/10.18623/rvd.v23.6280Palavras-chave:
Place-Making, Heritage Tourism, Geo-Tagged Instagram Analytics, Visitor Impressions, Urban Parks, Malang CityResumo
Purpose: This study aims to model how place-making attributes—specifically accessibility, comfort and impression, use and activity, and friendliness—shape visitor impressions of heritage urban parks in Malang, Indonesia, as expressed through geo-tagged Instagram content. The study bridges spatial design theory and digital tourism analytics, providing an empirical framework for understanding how physical and experiential qualities of urban heritage spaces influence digital perceptions and emotional responses. Methods: The research adopts a descriptive–evaluative design, integrating geo-tagged Instagram analytics with a path analysis framework. Seven historic urban parks in Malang—Alun-Alun Tugu, Alun-Alun Merdeka, Merbabu Park, Cerme Park, Slamet Park, Gayam Park, and Ijen Park—served as the analytical units. Data were obtained through systematic extraction and categorization of user-generated hashtags and location tags into four constructs representing place-making attributes. A series of path analyses were conducted to estimate the direct, indirect, and total effects among the constructs and to evaluate model fit across different park contexts. Results: The findings reveal that friendliness-related impressions are predominantly shaped by experiential attributes—comfort/impression and use/activity—rather than by accessibility. Accessibility exhibited limited or non-significant effects in most parks, except for minor direct relationships observed in Cerme Park, Slamet Park, and Ijen Park. Comfort/impression and use/activity consistently demonstrated significant positive effects on friendliness, particularly in Alun-Alun Tugu and Alun-Alun Merdeka. These results suggest that the perceived sociability and emotional warmth of heritage parks arise primarily from on-site experiences and active use patterns rather than physical access conditions. Implications: The study contributes to heritage tourism and services marketing research by operationalizing geo-tagged social media data as a diagnostic tool for measuring experiential place-making attributes. The results highlight the need for experience-led management strategies emphasizing comfort, activity diversity, and human-scale design cues that strengthen visitor attachment and digital visibility. Practically, urban heritage managers can employ Instagram analytics to identify which experiential levers most strongly influence visitor impressions, thereby guiding targeted interventions in heritage park design and promotion.
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