The Impact of Social Media on Destination Marketing: A Case Study of Instagram in Promoting Tourist Attractions
Keywords:
Socialmedia, Instagram, Destination marketing, Tourism promotion, Usergenerated contentAbstract
This study investigates the influence of social media, particularly Instagram, on destination marketing and tourist behavior. Using a combination of quantitative analysis and qualitative interviews, we examine how Instagram's visual platform shapes perceptions of tourist attractions and influences travel decision-making. Our findings highlight the significant role of user-generated content and influencer marketing in engaging potential visitors and enhancing destination awareness.
References
Buhalis, D., & Foerste, M. (2015). SoCoMo marketing for travel and tourism: Empowering cocreation
of value. Journal of Destination Marketing & Management, 4(3), 151-161.
DeMers, J. (2016). Instagram Power: Build Your Brand and Reach More Customers with Visual
Influence. McGraw-Hill Education.
Gartner, W. C., & Riordan, E. A. (2014). Destinations in social media: Comparing Facebook
and destination marketing organizations websites. Journal of Travel Research, 53(2), 175-185.
Gursoy, D., Chi, C. G. Q., & Lu, L. (2019). Antecedents and outcomes of travelers' social media
use. Journal of Travel Research, 58(4), 653-670.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and
opportunities of Social Media. Business Horizons, 53(1), 59-68.
Leung, X. Y., Bai, B., & Stahura, K. A. (2015). The marketing effectiveness of social media in
the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality & Tourism
Research, 39(2), 147-169.
Lin, Y. H., & Chen, K. S. (2017). Exploring factors affecting the usage intention of Instagram:
An empirical study based on an integrated perspective of TAM and IDM. Telematics and
Informatics, 34(7), 1294-1308.
Neuhofer, B., Buhalis, D., & Ladkin, A. (2015). Technology as a catalyst of change: Enablers
and barriers of the tourist experience and their consequences. In C. Cooper, C. Gartner, & W.
C. Gartner (Eds.), Tourism: Building Resilience for an Uncertain Future (pp. 145-157).
Springer.
Ramkissoon, H., Nunkoo, R., & Gursoy, D. (2017). Social media marketing: Comparative
effect of advertisement sources. Journal of Travel Research, 56(7), 816-828.
Sigala, M. (2018). Social media and the co-creation of value in destinations: Co-creation of
value in destinations. In M. Sigala, & G. Gretzel (Eds.), Social Media in Travel, Tourism and
Hospitality: Theory, Practice and Cases (pp. 157-171). Springer.
Stokes, R., & Gogia, N. (2017). Instagrammatics and the Tourist Gaze: Exploring Destination
Promotion through Social Media Influencers. Journal of Travel Research, 56(8), 1099-1110.
Su, N. (2019). The influence of travel experiences on Instagram photo-sharing behavior: An
empirical study in Shanghai, China. Tourism Management Perspectives, 29, 39-48.
Ye, Q., Law, R., Gu, B., & Chen, W. (2011). The influence of user-generated content on traveler
behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online
bookings. Computers in Human Behavior, 27(2), 634-639.
Ye, Q., Law, R., & Gu, B. (2009). The impact of online user reviews on hotel room sales.
International Journal of Hospitality Management, 28(1), 180-182.
Yuan, S., & Wu, C. (2008). Developing a real-time traveler information system using blogs and
Google Maps. Journal of Travel Research, 47(1), 46-55.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of Applied Optics
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The CC Attribution-NonCommercial 4.0 License allows sharing and adapting the work, provided the creator is credited and the work is not used commercially. Modifications must be indicated, and derivative works under the same license are allowed.
