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

Danielle Barbe, Larissa Neuburger, Lori Pennington-Gray

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)592-609
Number of pages18
Journale-Review of Tourism Research
Volume17
Issue number4
Early online date20 Dec 2019
Publication statusPublished - 2020
Externally publishedYes

Fingerprint

Dive into the research topics of 'Follow us on Instagram! Understanding the driving force behind following travel accounts on Instagram.'. Together they form a unique fingerprint.

Cite this