ISSN: 2222-6990
Open access
Social media has been recognized as an effective method for digital marketing development. However, it remains underexploited and not well understood in many countries, including Indonesia. Instagram, one of the most popular social media platforms in the digital era, allows users to share photos and videos, serving not only personal interests but also business purposes. This study examines how Instagram influences the tourism industry by shaping the image and increasing public awareness of tourist destinations in Surakarta City. The study specifically analyzes the Instagram accounts of Tumurun Museum, Museum Keris Nusantara, and Wayang Orang Sriwedari to understand how these platforms contribute to building a destination's image. Using a descriptive qualitative approach with content analysis, the study involved observation, documentation, and literature review. The findings indicate that Instagram effectively builds image and public awareness, with consistency and the completeness of information being critical factors. Among the accounts studied, Wayang Orang Sriwedari was the most active and consistent in providing updated information, followed by Museum Keris Nusantara and Tumurun Museum. This study offers valuable insights into leveraging Instagram for promoting tourist destinations in Surakarta City.
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