<![CDATA[This study analyzes the role of social media in increasing the tourist appeal of Tamansari Yogyakarta and the factors affecting its effectiveness. A descriptive qualitative approach was used through observation, in-depth interviews, and documentation. Five purposively selected informants represented destination management, staff, tourists, and a local MSME operator. Data were analyzed using the Miles and Huberman interactive model. The findings show that Instagram, TikTok, and YouTube function as information sources, promotional channels, interaction spaces, and destination-image builders. Visual content featuring the bathing pool, Sumur Gumuling, underground corridors, and historical buildings attracts attention, while UGC and e-WOM strengthen credibility through tourists’ experiences. Effectiveness is supported by content quality, historical storytelling, visual attractiveness, tourist participation, and creator creativity. Constraints include limited digital human resources, inconsistent management, heritage-area regulations, and digital competition. The study concludes that Tamansari needs an integrated strategy combining visual creativity, historical interpretation, public participation, and consistent governance.]]>
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