The Instagram Effect on Tourist Destination Choices: Unveiling Key Attraction Elements
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Published
26 June 2023
Keywords:
-
decision-making, instagram, social media
Abstract
Social media is a significant communication tool in the tourism industry because it can reach a wide audience, interact directly, and is very effective in promoting tourist destinations and building close relationships between tourism businesses and tourists. Nonetheless, the role of social media in tourists' decision-making to visit a tourist destination is still not fully understood. Therefore, this study aims to understand what elements of Instagram content can make tourists decide to visit a tourist destination. Data collection was carried out using in-depth interviews with 20 domestic tourists. The analytical technique used to achieve the research objectives consisted of two steps, namely thematic analysis and followed by qualitative descriptive analysis. Based on the results of this study showed to be that Instagram content can trigger Generation Y and Z tourists' decisions to visit tourist destinations. Interesting Instagram content in terms of color, captions, and other people's comments can be one of the factors that attract tourists to visit tourist destinations. Overall, the research presents valuable insights for social media stakeholders and marketers in the tourism industry to optimize their content strategy and effectively target and engage Generation Y and Z tourists. However, it should be noted that these studies may have limitations in the scope and population studied, so further research is needed to deepen and expand our understanding of how Instagram affects Y and Z-generation travel decisions.
References
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Dewi, N. I. K., Gede, I. G. K., Kencanawati, A. A. A. M., & Mataram, I. G. A. B. (2021). Social Media Usage by Generation Z in Pre-trip Planning. Proceedings of the International Conference on Applied Science and Technology on Social Science (ICAST-SS 2020), 544, 190–195. https://doi.org/10.2991/assehr.k.210424.036
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Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2013). Social media marketing and advertising. The Marketing Review, 13(2), 103–123.
Effendy, J. A., & Keitaro, K. (2021). The effect of instagram content towards intention to visit uc _ ibmrc with online engagement as. International Journal of Economics, Business and Accounting Research (IJEBAR) 5 (3), 767–776. https://doi.org/https://doi.org/10.29040/ijebar.v5i3.3021
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Fithriya, D. N. L. (2020). Achievements in uploading content from the Gembira Loka Zoo (Glzoo) Yogyakarta Instagram account for online engagement during the COVID-19 pandemic (Capaian unggahan konten akun instagram Gembira Loka Zoo (Glzoo) Yogyakarta terhadap online engagement pada masa pandemi COVID-19). Jurnal Sosiologi Reflektif, 15(1), 81. https://doi.org/10.14421/jsr.v15i1.1980
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Giddy, J. K. (2018). Adventure tourism motivations: A push and pull factor approach. Bulletin of Geography. Socio-Economic Series, 42(42), 47–58. https://doi.org/10.2478/bog-2018-0030
Hanan, H., & Putit, N. (2013). Express marketing of tourism destinations using Instagram in social media networking. Hospitality and Tourism, November, 471–474. https://doi.org/10.1201/b16064-93
Jacob, S., & Furgerson, S. (2015). Writing interview protocols and conducting interviews: tips for students new to the field of qualitative research. The Qualitative Report, 17(42), 1–10. https://doi.org/10.46743/2160-3715/2012.1718
Jadhav, V., Raman, S., Patwa, N., Moorthy, K., & Pathrose, J. (2018). Impact of Facebook on leisure travel behavior of Singapore residents. International Journal of Tourism Cities, 4(2), 157–178. https://doi.org/10.1108/IJTC-06-2017-0032
Jenkin, H. (2010). The impact of social networking mediums on the decision making process of tourists: a case study of stray ltd and spaceships New Zealand Ltd. [Thesis]. The University of Waikato: New Zealand.
Ketter, E. (2020). Millennial travel: tourism micro-trends of European Generation Y. Journal of Tourism Futures, 7(2), 192–196. https://doi.org/10.1108/JTF-10-2019-0106
Kiráľová, A., & Pavlíčeka, A. (2015). Development of social media strategies in tourism destination. Procedia - Social and Behavioral Sciences, 175, 358–366. https://doi.org/10.1016/j.sbspro.2015.01.1211
Kusmayadi, Kadek Wiweka, Rina Kurniawati, & I Nyoman Adnyana. (2017). The profile and behavior of “SMART TOURIST’ (Generation Z) in making decisions and travelling. Elsevier 4th World Research Summit for Tourism and Hospitality, 1–13. https://doi.org/10.13140/RG.2.2.14588.46721
Law, R., Buhalis, D., & Cobanoglu, C. (2014). Progress on information and communication technologies in hospitality and tourism. International Journal of Contemporary Hospitality Management, 26(5), 727–750. https://doi.org/10.1108/IJCHM-08-2013-0367
Lee, G., Leary, J. T. O., Lee, S. U. N. H. E. E., Morrison, A., & Al, L. E. E. E. T. (2002). Comparison and contrast of push and pull motivational effects on trip behavior : an application of a multinomial logistic regression model 1. Tourism Analysis, 7(2), 89–104. https://doi.org/https://doi.org/10.3727/108354202108749970
Maria-Irina, & Laura-Gabriela. (2013). The role of social media and user-generated-content in millennials’ travel behavior. Management Dynamics in the Knowledge Economy, 7(1), 87–104. https://doi.org/10.25019/mdke/7.1.05
Maureen, C., & Stellarosa, Y. (2021). Instagram as a form of self-image for the Jakarta millennial generation (Instagram sebagai pembentuk citra diri generasi milenial Jakarta). Warta ISKI, 4(1), 27–34. https://doi.org/10.25008/wartaiski.v4i1.73
Mele, E., Kerkhof, P., & Cantoni, L. (2021). Analyzing cultural tourism promotion on Instagram: a cross-cultural perspective. Journal of Travel & Tourism Marketing, 38(3), 326–340. https://doi.org/10.1080/10548408.2021.1906382
Mukherjee, A., & Manasa Nagabhushanam. (2015). Role of social media in tourism. Handbook of Research on Global Hospitality and Tourism Management, 5(6), 142–162. https://doi.org/10.4018/978-1-4666-8606-9.ch009
Prayag, G., & Ryan, C. (2011). The relationship between the “push” and “pull” factors of a tourist destination: The role of nationality - An analytical qualitative research approach. Current Issues in Tourism, 14(2), 121–143. https://doi.org/10.1080/13683501003623802
Roque, V., & Raposo, R. (2016). Social media as a communication and marketing tool in tourism: an analysis of online activities from international key player DMO. Anatolia, 27(1), 58–70. https://doi.org/10.1080/13032917.2015.1083209
Sahin, G. G., & Sengün, G. (2015). The effects of social media on tourism marketing: a study among University Students. Management and Administrative Sciences Review, 4(5), 772–786. www.absronline.org/journals
Salimon, M. G., Kareem, O., Mokhtar, S. S. M., Yusoff, R. Z. Bin, & Gorondutse, A. H. (2019). Tourism intention: The empirical investigations of pull, push and perceived security factors in Nigeria. Geojournal of Tourism and Geosites, 25(2), 358–374. https://doi.org/10.30892/gtg.25207-365
Tafveez, M. (2017). Role of social media in tourism: a literature review. International Journal for Research in Applied Science and Engineering Technology, V(XI), 633–635. https://doi.org/10.22214/ijraset.2017.11099
Tu, H. M. (2020). Sustainable heritage management: Exploring dimensions of pull and push factors. Sustainability (Switzerland), 12(19). https://doi.org/10.3390/su12198219
Vanlalhriati, C., & Singh, E. N. (2017). The role of social media in tourism. Proceedings of the 25th International Academic Conference, OECD Headquarters, Paris, 7(2), 126–131. https://doi.org/10.20472/iac.2016.025.006
Yu, C., Xie, S. Y., & Wen, J. (2020). Coloring the destination : The role of color psychology on Instagram. Tourism Management, 80(February), 104110. https://doi.org/10.1016/j.tourman.2020.104110
Živković, R., Gajić, J., & Brdar, I. (2014). The impact of social media on tourism. Sinteza: E-Business in Tourism and Hospitality Industry, 758–761. https://doi.org/10.15308/sinteza-2014-758-761
Ahmadi, D., & Adzhani, A. V. (2019). The use Instagram with visiting interest : The correlation between the use @littlecollins.bdg Instagram with visiting interest. Journal of Physics: Conference Series, 1375. https://doi.org/10.1088/1742-6596/1375/1/012055
Ahmadinejad, B., & Asli, H. N. (2017). E-business through social media: a quantitative survey (Case Study: Instagram). International Journal of Management, Accounting and Economics, 4(1), 80–99.
Ardani, W. (2022). The influence of digital marketing on consumer behavior (Pengaruh digital marketing terhadap perilaku konsumen). Jurnal Tadbir Peradaban, 2(1), 40–47. https://doi.org/10.55182/jtp.v2i1.102
Bassiouni, D. H., & Hackley, C. (2014). ‘Generation Z’ children’s adaptation to digital consumer culture: A critical literature review. Journal of Customer Behaviour, 9(1), 37–53. https://doi.org/https://doi.org/10.1362/147539214X14024779483591
Buted, D. R., Gillespie, N. S., Conti, J. B., Delgado, B. A., Marasigan, R. M. P., Rubico, S.K , & Felicen, S. S. (2014). Effects of social media in the tourism industry of Batangas Province. Asia Pacific Journal of Multidisciplinary Research, 2(3), 123–131.
Conti, E., & Heldt Cassel, S. (2020). Liminality in nature-based tourism experiences as mediated through social media. Tourism Geographies, 22(2), 413–432. https://doi.org/10.1080/14616688.2019.1648544
Dewi, N. I. K., Gede, I. G. K., Kencanawati, A. A. A. M., & Mataram, I. G. A. B. (2021). Social Media Usage by Generation Z in Pre-trip Planning. Proceedings of the International Conference on Applied Science and Technology on Social Science (ICAST-SS 2020), 544, 190–195. https://doi.org/10.2991/assehr.k.210424.036
Dimitriou, C. K., & AbouElgheit, E. (2019). Understanding generation Z’s social decision-making in travel. Tourism and Hospitality Management, 25(2), 311–334. https://doi.org/10.20867/thm.25.2.4
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2013). Social media marketing and advertising. The Marketing Review, 13(2), 103–123.
Effendy, J. A., & Keitaro, K. (2021). The effect of instagram content towards intention to visit uc _ ibmrc with online engagement as. International Journal of Economics, Business and Accounting Research (IJEBAR) 5 (3), 767–776. https://doi.org/https://doi.org/10.29040/ijebar.v5i3.3021
Fatanti, M. N., & Suyadnya, I. W. (2015). Beyond user gaze: how instagram creates tourism destination brand?. Procedia - Social and Behavioral Sciences, 211, 1089–1095. https://doi.org/10.1016/j.sbspro.2015.11.145
Filieri, R., Lin, Z., Pino, G., Alguezaui, S., & Inversini, A. (2021). The role of visual cues in eWOM on consumers’ behavioral intention and decisions. Journal of Business Research, 135, 663–675. https://doi.org/10.1016/j.jbusres.2021.06.055
Fithriya, D. N. L. (2020). Achievements in uploading content from the Gembira Loka Zoo (Glzoo) Yogyakarta Instagram account for online engagement during the COVID-19 pandemic (Capaian unggahan konten akun instagram Gembira Loka Zoo (Glzoo) Yogyakarta terhadap online engagement pada masa pandemi COVID-19). Jurnal Sosiologi Reflektif, 15(1), 81. https://doi.org/10.14421/jsr.v15i1.1980
Fotis, J., Buhalis, D., & Rossides, N. (2012). Social media use and impact during the holiday travel planning process. Information and Communication Technologies in Tourism 2012, 13–24. https://doi.org/10.1007/978-3-7091-1142-0_2
Giddy, J. K. (2018). Adventure tourism motivations: A push and pull factor approach. Bulletin of Geography. Socio-Economic Series, 42(42), 47–58. https://doi.org/10.2478/bog-2018-0030
Hanan, H., & Putit, N. (2013). Express marketing of tourism destinations using Instagram in social media networking. Hospitality and Tourism, November, 471–474. https://doi.org/10.1201/b16064-93
Jacob, S., & Furgerson, S. (2015). Writing interview protocols and conducting interviews: tips for students new to the field of qualitative research. The Qualitative Report, 17(42), 1–10. https://doi.org/10.46743/2160-3715/2012.1718
Jadhav, V., Raman, S., Patwa, N., Moorthy, K., & Pathrose, J. (2018). Impact of Facebook on leisure travel behavior of Singapore residents. International Journal of Tourism Cities, 4(2), 157–178. https://doi.org/10.1108/IJTC-06-2017-0032
Jenkin, H. (2010). The impact of social networking mediums on the decision making process of tourists: a case study of stray ltd and spaceships New Zealand Ltd. [Thesis]. The University of Waikato: New Zealand.
Ketter, E. (2020). Millennial travel: tourism micro-trends of European Generation Y. Journal of Tourism Futures, 7(2), 192–196. https://doi.org/10.1108/JTF-10-2019-0106
Kiráľová, A., & Pavlíčeka, A. (2015). Development of social media strategies in tourism destination. Procedia - Social and Behavioral Sciences, 175, 358–366. https://doi.org/10.1016/j.sbspro.2015.01.1211
Kusmayadi, Kadek Wiweka, Rina Kurniawati, & I Nyoman Adnyana. (2017). The profile and behavior of “SMART TOURIST’ (Generation Z) in making decisions and travelling. Elsevier 4th World Research Summit for Tourism and Hospitality, 1–13. https://doi.org/10.13140/RG.2.2.14588.46721
Law, R., Buhalis, D., & Cobanoglu, C. (2014). Progress on information and communication technologies in hospitality and tourism. International Journal of Contemporary Hospitality Management, 26(5), 727–750. https://doi.org/10.1108/IJCHM-08-2013-0367
Lee, G., Leary, J. T. O., Lee, S. U. N. H. E. E., Morrison, A., & Al, L. E. E. E. T. (2002). Comparison and contrast of push and pull motivational effects on trip behavior : an application of a multinomial logistic regression model 1. Tourism Analysis, 7(2), 89–104. https://doi.org/https://doi.org/10.3727/108354202108749970
Maria-Irina, & Laura-Gabriela. (2013). The role of social media and user-generated-content in millennials’ travel behavior. Management Dynamics in the Knowledge Economy, 7(1), 87–104. https://doi.org/10.25019/mdke/7.1.05
Maureen, C., & Stellarosa, Y. (2021). Instagram as a form of self-image for the Jakarta millennial generation (Instagram sebagai pembentuk citra diri generasi milenial Jakarta). Warta ISKI, 4(1), 27–34. https://doi.org/10.25008/wartaiski.v4i1.73
Mele, E., Kerkhof, P., & Cantoni, L. (2021). Analyzing cultural tourism promotion on Instagram: a cross-cultural perspective. Journal of Travel & Tourism Marketing, 38(3), 326–340. https://doi.org/10.1080/10548408.2021.1906382
Mukherjee, A., & Manasa Nagabhushanam. (2015). Role of social media in tourism. Handbook of Research on Global Hospitality and Tourism Management, 5(6), 142–162. https://doi.org/10.4018/978-1-4666-8606-9.ch009
Prayag, G., & Ryan, C. (2011). The relationship between the “push” and “pull” factors of a tourist destination: The role of nationality - An analytical qualitative research approach. Current Issues in Tourism, 14(2), 121–143. https://doi.org/10.1080/13683501003623802
Roque, V., & Raposo, R. (2016). Social media as a communication and marketing tool in tourism: an analysis of online activities from international key player DMO. Anatolia, 27(1), 58–70. https://doi.org/10.1080/13032917.2015.1083209
Sahin, G. G., & Sengün, G. (2015). The effects of social media on tourism marketing: a study among University Students. Management and Administrative Sciences Review, 4(5), 772–786. www.absronline.org/journals
Salimon, M. G., Kareem, O., Mokhtar, S. S. M., Yusoff, R. Z. Bin, & Gorondutse, A. H. (2019). Tourism intention: The empirical investigations of pull, push and perceived security factors in Nigeria. Geojournal of Tourism and Geosites, 25(2), 358–374. https://doi.org/10.30892/gtg.25207-365
Tafveez, M. (2017). Role of social media in tourism: a literature review. International Journal for Research in Applied Science and Engineering Technology, V(XI), 633–635. https://doi.org/10.22214/ijraset.2017.11099
Tu, H. M. (2020). Sustainable heritage management: Exploring dimensions of pull and push factors. Sustainability (Switzerland), 12(19). https://doi.org/10.3390/su12198219
Vanlalhriati, C., & Singh, E. N. (2017). The role of social media in tourism. Proceedings of the 25th International Academic Conference, OECD Headquarters, Paris, 7(2), 126–131. https://doi.org/10.20472/iac.2016.025.006
Yu, C., Xie, S. Y., & Wen, J. (2020). Coloring the destination : The role of color psychology on Instagram. Tourism Management, 80(February), 104110. https://doi.org/10.1016/j.tourman.2020.104110
Živković, R., Gajić, J., & Brdar, I. (2014). The impact of social media on tourism. Sinteza: E-Business in Tourism and Hospitality Industry, 758–761. https://doi.org/10.15308/sinteza-2014-758-761
Authors
Ismarizal B., & Kusumah A. H. G. (2023). The Instagram Effect on Tourist Destination Choices: Unveiling Key Attraction Elements. Journal of Consumer Sciences, 8(2), 124-137. https://doi.org/10.29244/jcs.8.2.124-137
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