Exploring the influence of Instagram on travel destination choice
Keywords:
Social media, Instagram, Travel, Destination choice
Abstract
The appearance of social media has brought great changes to the tourism journey. Various such platforms have become an almost inevitable tool in all phases of travel, including organization of travel, during travel, and post-travel. Given the growing popularity of social networks and their widespread use, it is being considered how much they can influence their users. Since Instagram is one of the most widely used social media, the main goal of this research was to find out how much it affects the choice of travel destination. To achieve that, a survey was conducted among 853 participants. The findings showed that Instagram is an important source of information and inspiration in the destination selection process. In addition, it has been found that travel-related content is one of the most followed on Instagram and that it definitely increases the interest of users to visit certain destinations. The paper also discusses the influence of Instagram on the choice of travel destination regarding the certain sociodemographic characteristics of respondents.
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Fakharyan, M., Jalilvand, M. R., Elyasi, M., & Mohammadi, M. (2012). The influence of online word of mouth communications on tourists’ attitudes toward Islamic destinations and travel intention: Evidence from Iran. African Journal of Business Management, 6(33), 9533-9542. DOI: 10.5897/AJBM12.628
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Gretzel, U., & Yoo, K. H. (2008). Use and impact of online travel reviews. In P. O’Connor, W. Höpken, & U. Gretzel (Ed.), Information and communication technologies in tourism (pp. 35-46). Vienna: Springer.
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Hanifah, R. D. (2019). The Influence of Instagram Travel Influencer on Visiting Decision of Tourist Destinations for Generation. Tourism Proceeding, 235-247.
Hennig-Thurau, T., Wiertz, C., & Feldhaus, F. (2015). Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies. Journal of the Academy of Marketing Science, 43(3), 375-394. https://doi.org/10.1007/s11747-014-0388-3
Hernandez-Mendez, J., Munoz-Leiva, F., & Sanchez-Fernandez, J. (2015). The influence of e-word-of-mouth on travel decision-making: Consumer profiles. Current Issues in Tourism, 18(11), 1001-1021. https://doi.org/10.1080/13683500.2013.802764
Ho, C., Lin, M., & Chen, H. (2012). Web users' behavioural patterns of tourism information search: From online to offline. Tourism Management, 33(6), 1468-1482. https://doi.org/10.1016/j.tourman.2012.01.016
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Published
2022/04/20
Section
Original Scientific Paper
