| dc.description.abstract | This study aims to determine the role of Instagram as a promotional tool in the Lake Toba Authority Agency. The Lake Toba Authority Agency was established based on Presidential Regulation No. 49 of 2016 and is a Public Service Agency that prioritizes synchronization and coordination efforts among stakeholders related to investment and tourism industry businesses, including Local Governments, Central Government, and the Community. The existence of the Lake Toba Authority Agency is to accelerate the development and construction of the Lake Toba Tourism Area, thus requiring specific and integrated regulations. Data sources were obtained through field research. The research results show that Instagram plays an important role in promoting tourism by attracting the attention of tourists and influencing their decisions to visit the destination. The ability to share appealing content, engage directly with users, and receive recommendations from other users, Instagram helps tourism destinations expand their reach, increase awareness, and influence travel decisions. | en_US |
