Follow us on instagram! Understanding the driving force behind following travel accounts on instagram

L. Neuburger, D. Barbe, L. Pennington-Gray

Publikation: Beitrag in FachzeitschriftArtikelBegutachtung

Abstract

Instagram has become a popular channel to create travel inspiration, arouse interest in a destination, and act as electronic word-of-mouth, leading to the growth of travel influencers on the platform, and adoption of influencer marketing by Destination Management Organizations (DMOs). The purpose of this study was a first effort to examine the motivational factors behind following travel-related accounts on Instagram and how follower motivations differ for travel influencers and DMOs. A quantitative survey found that usefulness, enjoyment and entertainment are the greatest motivational factors for following travel accounts on Instagram, and users prefer to follow DMO accounts for incentives and information. Theoretical and practical implications are discussed. © 2019 Texas A and M University.
OriginalspracheEnglisch
Seiten (von - bis)592-609
Seitenumfang18
Fachzeitschrifte-Review of Tourism Research
Jahrgang17
Ausgabenummer4
PublikationsstatusVeröffentlicht - 2020
Extern publiziertJa

Fingerprint

Untersuchen Sie die Forschungsthemen von „Follow us on instagram! Understanding the driving force behind following travel accounts on instagram“. Zusammen bilden sie einen einzigartigen Fingerprint.

Dieses zitieren