KnE Social Sciences

Published date: Dec 03 2025

Journal Title: KnE Social Sciences

Issue title: The 5th International Conference on Tourism, Gastronomy, and Tourist Destination (TGDIC 2025)

Pages: 439 - 450

DOI: 10.18502/kss.v10i29.20286

Marissa Pusparinimarissa-pusparini@ubb.ac.idUniversitas Bangka Belitung, Bangka

Tissa Aulia DamayantiUniversitas Bangka Belitung, Bangka

Robert Tua BarasaUniversitas Bangka Belitung, Bangka

This study aims to analyze the fear of missing out (FOMO)-based digital marketing strategy implemented by the official Instagram account (@visitbangkabelitung_) in promoting Bangka Belitung tourism. Using a qualitative case study approach, data were collected through semi-structured interviews with account managers, tourism office staff, and local practitioners, as well as observation of digital interactions and documentation of content. Thematic analysis was employed to identify narrative patterns, content strategies, and the relationship between FOMO and digital engagement. The findings reveal three main themes: the dominance of Reels as the primary content format, collaboration based on user-generated content (UGC) that enhances authenticity and audience reach, and visual narratives that emphasize the urgency and exclusivity of the destination. These approaches effectively enhanced engagement, stimulated visitation intention, and strengthened Bangka Belitung’s image as an exclusive destination. However, challenges emerged, including dependency on external collaborators, high resource demands for intensive posting, and risks of audience fatigue or oversaturation. Additionally, sustainability and cultural values were underrepresented in comparison to aesthetic appeal. The study contributes theoretically by extending the understanding of FOMO as a strategically curated mechanism in tourism marketing, while practically offering insights for integrating cultural and ecological narratives into FOMO-driven strategies. Policy implications underscore the need for tourism authorities to strike a balance between visual appeal and cultural and environmental education, ensuring that FOMO strategies not only prompt short-term visits but also cultivate long-term awareness and promote responsible tourism.

Keywords: fear of missing out, promotion, tourism, digital marketing, Instagram

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