Insta-spiration Sweeping the Nation: The Influence of Instagram on Intention to Travel to Yellowstone National Park

Ashton M. Hooker and Kathryn E. Cooper ()
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Ashton M. Hooker: University of Wyoming
Kathryn E. Cooper: University of Wyoming

The Review of Socionetwork Strategies, 2022, vol. 16, issue 1, 1-24

Abstract: Abstract Instagram is often blamed for disrupting the tourism industry by causing visitation booms to natural areas. This study examines how Instagram photos and captions influence intent to travel to Yellowstone National Park, testing a model based on the theory of planned behavior. Participants (N = 357) were randomly assigned to view an Instagram post with a photo (photo: landscape or wildlife) and a narrative (historical, tourist, or wildlife) in this between-subjects experiment. Results indicate that photo condition and attitude toward traveling were mediated by political ideology, and attitude was negatively correlated with intent to travel, while greater social return, subjective norms, and perceived behavioral control were all positive predictors of intent to travel.

Keywords: Destination image; Instagram; Intent to travel; Theory of planned behavior; Tourism; Visual communication; Yellowstone National Park (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s12626-021-00099-0

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