ABSTRACT
Social media is one of the most strategic tourism marketing tools. Social media allows interaction between managers and tourists and between tourists effectively and efficiently. The Yogyakarta tourism office uses four social media channels for tourism marketing media: website, Instagram, YouTube, and Facebook. The study used a quantitative descriptive approach. Primary data was collected through an online questionnaire that was successfully filled out by 234 tourists of Yogyakarta. The data were analyzed using path analysis techniques to determine the effect of the variables of access ability and selection of mass media on the interest of tourist visits, either directly or indirectly through the quality of mass media. The results of the study noted that Instagram had the highest indirect effect, which was 17.97%. The indirect effect is the influence on interest in visiting Yogyakarta through the quality of social media. Instagram is the most favorite social media, as seen from the number of users. Instagram quality is one reason, and flexible features are other considerations for using Instagram.
