<![CDATA[This study examines the role of Instagram as a marketing communication tool in increasing public interest in hotel services, using The Rich Hotel Yogyakarta as a case study. Grounded in the growing influence of digital media, the research highlights how visual content and online interaction shape consumer perceptions in the hospitality sector. Using a literature review approach, the study synthesizes previous findings on digital marketing strategies, consumer behavior, and the effectiveness of visual storytelling on social media platforms. The results show that consistent and aesthetically appealing visual content enhances brand awareness and contributes to a positive hotel image. Interactive engagements, such as comments, stories, and platform-specific features, further strengthen the connection between hotels and potential guests. User-generated content also emerges as a significant factor, providing social proof that increases the credibility of the hotel and encourages booking intentions. Overall, the study underscores Instagram’s strategic value in modern hotel marketing, as it integrates visual appeal, user engagement, and authentic narratives. The findings imply that well-managed content strategies and optimal use of Instagram features can support hotels in enhancing their digital presence and competitiveness within the hospitality industry.]]>
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