OPTIMASI MEDIA SOSIAL SEBAGAI MEDIA PROMOSI BISNIS PARIWISATA (Studi Kasus Pada Pengelola Akun Instagram @greenrockcampers)

Instagram has become a strategic medium for promoting digital-based tourism businesses due to its ability to build visual and interactive communication with audiences. This study aims to
describe the optimization strategy of Instagram as a promotional medium for tourism businesses on the @greenrockcampers account, as well as to analyze the role of content performance
evaluation, audience feedback, and complaint handling in improving promotional effectiveness. This research uses a qualitative approach with a case study type. Data were collected through observation of Instagram content, interviews with account managers, documentation, and Instagram content analysis, which were then analyzed using the content analysis method. The
results of the study indicate that Instagram optimization is carried out through the establishment of branding guidelines, goal-based content planning, continuous content performance evaluation,
the utilization of user-generated content, and responsive management of audience feedback and complaints. Instagram is utilized not only to increase visibility and audience engagement but also to build brand image and maintain alignment between digital promotion and the operational readiness of tourism services. This study confirms that the effectiveness of tourism promotion through social media is determined by the quality of communication and the integration of digital strategies with on-site tourism experiences.