Peran Instagram dalam Meningkatkan Kunjungan Wisatawan ke Huta Siallagan Samosir

Abstract

The development of social media, particularly Instagram, has had a significant impact on the promotion of tourist destinations. This research is motivated by the potential of Huta Siallagan, Samosir a cultural tourism village rich in Batak Toba heritage which has not yet been optimally utilized in terms of digital promotion. The aim of this study is to analyze the influence of Instagram content on tourist interest and to identify the factors that affect user engagement in promoting Huta Siallagan. The research method used is a qualitative approach with descriptive techniques, through in-depth interviews, direct observation, and documentation conducted during the period of June to July 2025. The results show that aesthetic and informative visual content such as photos of traditional Bolon houses, videos of traditional dances, and historical narratives successfully shapes positive perceptions among tourists and increases their interest in visiting. Digital promotional strategies involving influencers, the use of Instagram features such as reels and live broadcasts, as well as user interactions through likes, comments, and reposts have further expanded the organic reach of promotion. This study concludes that Instagram plays a strategic role in increasing tourist visits to Huta Siallagan through high-quality content and active digital engagement. The platform not only enhances destination exposure but also supports the preservation of local culture and sustainable tourism.