The influence of Instagram content attractiveness on visitor satisfaction and visit interest at Taman Wisata Alam (TWA) Gunung Tangkuban Perahu.

Abstract

This study examines the influence of the attractiveness of the Instagram account @Tangkuban Parahu Montain on visitor satisfaction and interest in traveling to Tangkuban Parahu, one of the West Java in Indonesia known for its rich historical, cultural, and natural heritage. As a visual-based social media platform, Instagram has emerged as a powerful tool in shaping tourist perceptions, building destination images, and stimulating travel intentions. The @Tangkuban Parahu Montain account serves as a disseminator of information by presenting highquality photos, videos, and interactive content that engage its followers, thus potentially affecting their travel decisions. The research employed a quantitative approach with a survey method involving 92 respondents selected from the 7,256 followers of the account. Data were collected using online questionnaires and analyzed through statistical techniques such as validity and reliability tests, simple linear regression, and coefficient of determination analysis. The findings reveal that Instagram content significantly contributes to tourist interest, with 47.2% of the variation in visit interest explained by the attractiveness of the content, while the remaining 42.8% is influenced by other factors. Furthermore, Instagram content accounts for 19.4% of visitor satisfaction, whereas 80.6% is attributed to external variables. These results confirm that there is a positive and significant relationship between Instagram content attractiveness and both satisfaction and interest in visiting gunung tangkuban prahu. The study concludes that social media, particularly Instagram, plays a strategic role in tourism promotion, offering practical implications for destination managers and digital marketers in designing engaging promotional strategies to strengthen tourist engagement and encourage visits to remote destinations like Tangkuban Parahu montain.