ABSTRACT
In the current digital environment, tourists taking selfies in destinations or Instagramble spots is becoming a more significant activity. With the boost of popular social media functions, selfie-taking has become a major leisure activity. In relation to destinations, the photo spots generally show the unique and specific character of the tourist destinations, such as the values of local wisdom of the local community. This research aims to examine visitor experience with local values of Tegalalang Ubud as posted on Instagram. This study uses a descriptive qualitative approach through content analysis methods supported by observations and in-depth interviews. The finding shows that less than 0.04% of Tegalalang postings on Instagram that incorporated visitor experience related to subak, the local values of Tegalalang.
