<![CDATA[The development of social media has transformed the way tourism is promoted while also influencing tourists' decision-making processes, particularly for local-scale destinations such as village tourism. This study aims to examine the influence of information credibility and content attractiveness on Instagram of the Demak Regency Tourism Office on tourists' decisions to visit village tourism destinations in the region. Using a quantitative method based on a survey of 200 tourist respondents, the data were analyzed through the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach using SmartPLS software. The findings reveal that information credibility has a significant effect on visiting decisions. Likewise, social media content attractiveness also shows a significant effect. Interestingly, content attractiveness proves to have a more dominant influence compared to information credibility, indicating that visual elements, creativity, and content presentation style are the primary factors in attracting potential tourists. This confirms that Instagram serves not only as an information channel but also as a visual promotional instrument capable of driving tourist behavior in determining visiting decisions. This study reinforces previous research stating that attractive content can build a positive destination image and increase visit intention. Practically, these findings can provide input for the Demak Regency Tourism Office to continuously improve information quality and content innovation in promotion, in order to boost tourist visits to village tourism destinations in Demak Regency.]]>
Copyrights © 2026
