<![CDATA[This study was initiated by the less-than-optimal management of the official Instagram account of the Situ Rawa Gede tourist destination in Sukamakmur District, Bogor Regency. Although the destination has strong natural appeal, interaction on its official account remains lower than that of several comparable tourism accounts. The study describes how Instagram is used as a promotional strategy and identifies the factors that support or hinder its implementation. The analysis draws on Davis and Adam's utilization concept, social media as a marketing communication channel, and the AISAS model (Attention, Interest, Search, Action, Share). A descriptive qualitative case-study approach was applied. Data were collected through interviews with destination managers, the social-media administrator, and visitors, supported by observation, documentation, and a literature review. The findings indicate that Instagram is utilized through visual-content presentation, interaction with followers, posting-frequency management, and audience targeting. Its implementation is still constrained by limited human resources and supporting facilities. Instagram has therefore contributed to the promotion of Situ Rawa Gede, although more consistent, measurable, and structured management is required to optimize promotional outcomes.]]>
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