TY - JOUR
T1 - Follow us on Instagram! Understanding the driving force behind following travel accounts on Instagram.
AU - Barbe, Danielle
AU - Neuburger, Larissa
AU - Pennington-Gray, Lori
PY - 2020
Y1 - 2020
N2 - 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.
AB - 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.
KW - Destination marketing
KW - Influencer marketing
KW - Instagram
KW - Motivation
KW - Social media
UR - https://www.mendeley.com/catalogue/68d2bb9b-d5ed-3561-aadf-cff3196d2160/
M3 - Article
VL - 17
SP - 592
EP - 609
JO - e-Review of Tourism Research
JF - e-Review of Tourism Research
SN - 1941-5842
IS - 4
ER -