Analisis Persepsi Dan Sentimen Wisatawan Dalam Instagram Sebagai Masukan Pengembangan Pantai Klayar Kabupaten Pacitan

Social media is a digital technology that useful as forum to share various tourist opinions. It influences perceptions towards tourism destinations. This perception can contain information needed by other tourists and destination stakeholders make decisions. study aims identify analyze sentiment based on Instagram regarding the Klayar Beach in Pacitan Regency responses strategies for managers. type of research descriptive analysis using qualitative approach. The techniques used data collection this were observations interviews. Data was obtained from comments social Regency. account @pacitanku June 2021 2022. then processed RStudio with R programming language. opinions be classified natural beauty Beach, Access Tourist Experience, Revisit Intention, Disappointment, Facilities Infrastructure. Furthermore, results content managers, trying meet needs taking advantage participation marketing promotions.
 Keywords: Digital Marketing; Media; Perception