Social media Instagram has been widely used as promotional media for various products including tourism destinations. Previous researches have discussed about the use of User  Generated Content (UCG) in social media. However, there is limited research in regard to the impact of destination exposure through user generated video in instagram. This study aimed to investigate the impact of destination exposure through UGC video in instagram to destination image and travel intention to the destination. To test the hypotheses, a between subject experiment was conducted. User generated videos of tourism sites in Jogjakarta were used as the stimulus for the participants. The result revealed that in general, cognitive and affective destination image of participants in treatment group are significantly higher than control group. Furthermore, the treatment group has higher travel intention to the destination than control group. The result of this study contributes to the emerging research of UGC in social media especially in tourism study. This result is also useful for destination marketing organization to explore creative promotional media for the tourism sites. This research did not consider previous visit nor prior experience with the destination.

Keywords: Instagram, Destination Image, Travel Intention, User Generated Content.