This research aimed to figure out the effect of @explorebanyumas Instagram
account toward interest of tourism visit to Banyumas. The research object
included audiovisual, information, reference, and interest of tourism visits. The
research subjects were 100 respondents including Instagram followers, hastag
users, and visitors (viewers) of @explorebanyumas Instagram account. Technique
of sample collection was snowball sampling then validity test, reliability test,
descriptive statistics, classical assumption test, and multiple linear regression in
two phases were applied. The result of regression analysis in the first phase
showed that audiovisual partially affected reference both positively and
significantly; partial information did not affect positively significant to the
reference; simultaneous audiovisual and information affected the reference both
positively and significantly. While result of regression analysis in phase two
showed that partial audiovisual affected the interest of tourist visits both
positively and significantly; partial information did not affect the interest of
tourism visit positively and significantly; partial reference affected tourism visit
interest positively and significantly; simultaneous audiovisual, information, and
reference affected tourism visit interest both positively and significantly.