<![CDATA[Advancements in information technology have transformed how tourists plan their vacations, giving rise to the phenomenon of digital tourism. Aesthetically pleasing social media content often fosters high expectations but can create a gap between those expectations and the reality of crowded conditions on the ground. This study aims to analyze the role of social media content in shaping the appeal of Ragunan Zoo and influencing visitation decisions, utilizing the Stimulus-Organism-Response (S-O-R) theoretical framework. A qualitative research method with a descriptive approach was employed. Data were collected through field observations, documentation, and semi-structured interviews with three tourist informants. The findings indicate that visual exposure to digital content acts as a powerful stimulus, shifting viewers' internal perceptions of Ragunan toward that of a trendy recreational destination. Although tourists' cognitive processes registered a stark contrast between the on-screen aesthetics and the actual weekend crowds, their ultimate response remained positive. Factors such as the very affordable ticket price and the need for expansive green open spaces in Jakarta effectively mitigated disappointment, ensuring that the intention to visit translated into an actual visit. The study highlights the importance for management to improve crowd management during holidays and to increase the number of well-organized photo spots, thereby ensuring the comfort of tourists who arrive with high expectations.]]>
