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Social media basically reshapes the way information is distributed and consumed. Through user-generated content, Instagram users become active players and act as providers and connoisseurs of information. Instagram users can freely share their travel experiences through uploads that include hashtags and geotags. Through searching using hashtags and geotags, tourists can help with initial expectations. This study aimed to analyse the process of forming tourism expectations through hashtags anddoi:10.25139/jsk.v4i2.2339 fatcat:ifftybbv4fcxnjjb37hchyt7wa