Current competition in the accommodations around Labuan Bajo drives them to strive
during the Covid-19 pandemic to offer various promotions on its products and services to
increase their brand awareness and expect visits to the super-priority destination on Komodo
Island, East Nusa Tenggara. The study aims to explore how Mohini Resort Komodo
performed the influencer marketing strategy for raising brand awareness through Instagram
influencers in such a challenging situation. This study is descriptive qualitative research with
a case study method and obtained data through in-depth interviews and observation. The
results show that Mohini has implemented most of the four-step influencer marketing
framework, which consists of 1) determining the marketing objective, target audience, and
definition of success; 2) specifying the right campaign strategy; 3) outlining the creative,
creators, and content strategy, and 4) defined budget, target, dan media planning. This
research recommends a framework for companies in the tourism industry to enforce
influencer marketing.