International sports events can be utilized by the host city or region to form destination branding. Social media become the important tools for branding activities. This article aims to analyze the social media, focus on Instagram usage in Mandalika destination branding through the 2021 World Superbike (WSBK) sports event. WSBK 2021 become the first world-class race event held in Mandalika, and there are a number of other negative issues ahead of WSBK 2021. This research uses a qualitative method with primary data is interviews with representatives from the Indonesia Tourism Development Corporation (ITDC). Research results shows ITDC use Instagram @itdc_id as the main platform to promote Mandalika to form destination branding. The theme of content uploaded on @itdc_id are about tourist attractions in Mandalika and information about circuit readiness. ITDC regulates Instagram uploads for weekdays are spots that can be used for sports activities, while for weekends information about WSBK races, for example regarding circuit readiness or rules for spectators. During the series of race days, ITDC didn't even upload content related to the races in order to avoid copyright issues. Based on secondary data from observation towards ITDC’s Instagram posted and Google Trends analytics shows the internet user pay lower attention to the sport tourism theme. Internet users more interested in race-related information.  

Almeyda-Ibáñez, M., & George, B. P. (2017). The evolution of destination branding: A review of branding literature in tourism. Journal of Tourism, Heritage & Services Marketing (JTHSM), 3(1), 9–17. https://doi.org/10.5281/zenodo.401370

Berger, A.A. (2016). Media and Communication Research Methods : An Introduction to Qualitative and Quantitative Methods, Fourth Edition. Thousand Oaks : SAGE

Bjerke, R., & Naess, H. E. (2021). Toward a co-creation framework for developing a green sports event brand: The case of the 2018 Zürich E Prix. Journal of Sport & Tourism, 25(2), 129–154. https://doi.org/10.1080/14775085.2021.1895872

Chalip, L., & Costa, C. A. (2005). Sport event tourism and the destination brand: Towards a general theory. Sport in Society, 8(2), 218–237. https://doi.org/10.1080/17430430500108579

Chotijah, S. (2021). Relasi media destinasi superprioritas Mandalika dalam pemberitaan kesiapan pelaksanaan event motogp 2021. Journal of Media and Communication Science, 4(1), 14–22. https://www.jcomm.unram.ac.id/index.php/jcomm/article/view/126/81

CNN Indonesia. (2021). WSBK Indonesia di Mandalika penentu gelar juara dunia. CNN Indonesia. https://www.cnnindonesia.com/olahraga/20211018114633-156-709125/wsbk-indonesia-di-mandalika-penentu-gelar-juara-dunia

Duncan, L., & Moro, L. (2018). World superbike championship needs a Motogp star. Autosport.Com. https://www.autosport.com/motogp/news/world-superbike-championship-needs-a-motogp-star-says-jonathan-rea-5297288/5297288/

ITDC.co.id. (2021). Luncurkan logo Mandalika GP series dan Mandalika Xperiences, ITDC dan MGPA siap gelar event sport tourism di The Mandalika. Itdc.Co.Id. https://www.itdc.co.id/press-release/luncurkan-logo-mandalika-gp-series-dan-mandalika-xperiences-itdc-dan-mgpa-siap-gelar-event-sport-tourism-di-the-mandalika-20211019104236

Jensen, K.B (Editor). (2021). A Handbook of Media and Communciation Research Qualitative and Quantitative Methodologies, 3rd Edition. New York : Routledge

Kariana, I. N. P., Widaswara, R. Y., & Pancawati, N. L. P. A. (2022). Promosi pariwisata budaya NTB melalui berita pawang hujan MotoGP Mandalika di media sosial. Paryataka : Jurnal Pariwisata Budaya Dan Keagamaan, 1(1), 1–9. https://doi.org/https://doi.org/10.53977/pyt.v1i1.636

Kaplanidou , K and Vogt, C (2007). "The Interrelationship between Sport Event and Destination Image and Sport Tourists’ Behaviours". Journal of Sport & Tourism, Vol 12, Nos 3-4 : 183-206

Kemenparekraf. (2021). Siaran pers : Menparekraf pastikan Mandalika layak jadi venue gelaran wisata olahraga. Pedulicovid19.Kemenparekraf.Go.Id. https://pedulicovid19.kemenparekraf.go.id/siaran-pers-menparekraf-pastikan-mandalika-layak-jadi-venue-gelaran-wisata-olahraga/

Kompas.com. (2021). Mandalika tourism project: Indonesia investigates UN expert’s accusations of human rights violations. Kompas.Com. https://go.kompas.com/read/2021/04/08/152428974/mandalika-tourism-project-indonesia-investigates-un-experts-accusations-of-human?page=all

Mahrani, M., Ruliana, P., & Ritonga, R. (2020). Building the image of Semarang City through motocross world championship. Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, 5(2), 243–253. https://doi.org/10.25008/jkiski.v5i2.423

Moilanen, T and Rainisto,S. (2009). How to Brand Nations, Cities and Destinations : A Planning Book for Place Branding. Hampshire : Palgrave Macmillan

Morgan N, and Pritchard, A. (2004). "Meeting the destination branding challenge" in Destination Branding : Creating the Unique Destination Proposition (Edited by : Nigel Morgan; Annette Pritchard; Roger Pride). Oxford : Elsevier

Nilamsari, N. (2014). Memahami studi dokumen dalam penelitian kualitatif. Wacana : Jurnal Ilmiah Ilmu Komunikasi, 13(2), 177–181. https://doi.org/https://doi.org/10.32509/wacana.v13i2.143

Nugroho, A. M., & Pradini, G. (2022). The effect of successful city branding and MotoGP tourism events on tourists: Decision to revisit Mandalika. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(3), 22672–22683.

https://doi.org/https://doi.org/10.33258/birci.v5i3.6280

Pemerintah Provinsi Nusa Tenggara Barat. (2022). Gubernur NTB : Mandalika jadi global brand, akses NTB untuk sport tourism. Ntbprov.Go.Id. https://www.ntbprov.go.id/post/gubernur-ntb-mandalika-jadi-global-brand-akses-ntb-untuk-sport-tourism

Rahmadana, V., & Prakoso, H. A. (2022). Penyelenggaran pagelaran olahraga balap di Sirkuit Mandalika sebagai upaya peningkatan nation branding Indonesia. Jurnal Moderat, 8(2), 284–302. https://doi.org/https://doi.org/10.25157/moderatjurnalilmiahilmupemerintahan.v8i2.2704

Stokes, J. (2007). How to do Media and Cultural Studies. London: SAGE

Taberner, I., & Juncà, A. (2021). Small-scale sport events as place branding platforms: A content analysis of Osona’s projected destination image through event-related pictures on instagram. Sustainability, 13(21), 12255. https://doi.org/10.3390/su132112255

Tempo.co. (2021). MGPA clarifies issue on illegal unboxing of Ducati cargo in Mandalika. Tempo.Co. https://en.tempo.co/read/1527538/mgpa-clarifies-issue-on-illegal-unboxing-of-ducati-cargo-in-mandalika

Tran, N. L., & Rudolf, W. (2022). Social media and destination branding in tourism: A systematic review of the literature. Sustainability, 14(20), 13528. https://doi.org/10.3390/su142013528