<![CDATA[AbstrakMedia sosial telah menjadi saluran promosi utama bagi destinasi wisata, termasuk Boemisora, kawasan ekowisata dan agrowisata di lereng Gunung Merbabu, Kecamatan Getasan, Kabupaten Semarang. Penelitian ini bertujuan menganalisis efektivitas media sosial dalam meningkatkan minat berkunjung wisatawan ke Boemisora, mengidentifikasi kendala yang dihadapi, dan mendeskripsikan upaya untuk mengatasinya. Penelitian menggunakan pendekatan deskriptif kualitatif. Data dikumpulkan melalui wawancara dengan pengelola, wisatawan, dan ahli pariwisata, observasi lapangan, serta studi pustaka; diuji keabsahannya melalui perpanjangan pengamatan, ketekunan pengamatan, dan triangulasi; serta dianalisis melalui reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Instagram dan TikTok efektif dalam mempermudah promosi, menyebarkan informasi, serta mengubah pola komunikasi dari satu-ke-banyak (one to many) menjadi banyak ke banyak (many to many). Kendala utama berupa sinyal internet yang tidak stabil dan cuaca ekstrem, yang diatasi pengelola dengan menyiapkan konten foto dan video lebih awal serta menyajikan konten edukatif. Disimpulkan bahwa media sosial efektif dalam meningkatkan minat berkunjung wisatawan ke Boemisora. Pengelola disarankan memperkuat infrastruktur jaringan, menambah variasi atraksi, serta memadukan media sosial dengan media promosi lain dan kerja sama dengan biro perjalanan.Kata Kunci: Agrowisata; Instagram; Media Sosial; Minat Berkunjung; TiktokAbstractSocial media has become a key promotional channel for tourism destinations, including Boemisora, an ecotourism and agrotourism area on the slopes of Mount Merbabu in Getasan District, Semarang Regency. This study aims to analyze the effectiveness of social media in increasing tourist's visit interest in Boemisora, identify the obstacles faced, and describe the efforts made to overcome them. A descriptive qualitative approach was employed. Data were collected through interviews with managers, visitors, and a tourism expert, field observation, and literature study, validated through extended observation, persistent observation, and triangulation, and analyzed through data reduction, data display, and conclusion drawing. The results show that Instagram and TikTok are effective in facilitating promotion, disseminating information, and shifting communication from a one to many to a many to many pattern. The main obstacles are unstable internet signals and extreme weather, which managers overcome by preparing photo and video content in advance and providing educational content. It is concluded that social media is effective in increasing tourist's visit interest in Boemisora. Managers are advised to strengthen network infrastructure, diversify attractions, and combine social media with other promotional media and travel agency partnerships.Keywords: Agrotourism; Instagram; Social Media; Tiktok; Visit Interest]]>
