Instagram: The Travelogue for Generation Z’s Travellers. The Impact that Influencers and Content Creators Leave Through Their Generated Content

Simon Caruana () and Jordan Caruana
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Simon Caruana: University of Malta
Jordan Caruana: University of Malta

A chapter in Transcending Borders in Tourism Through Innovation and Cultural Heritage, 2022, pp 879-896 from Springer

Abstract: Abstract This study’s main aim was to investigate the impact that influencers have on travelling patterns, specifically when choosing a destination. Instagram was chosen as it is one of the most popular social networks with Generation Z, which was the target group of this study. While Generation Z travellers do actively follow influencers on Instagram (and other networks), it appears that the destination choice was not made exclusively only on the influencers’ content, suggesting that their trust in influencers is not as high as initially imagined. Prospective travellers were not only considering the influencer’s posts or reviews regarding a particular destination but they were also using the content of other followers/travellers of the influencer in question. The significance of influencers seems to lie in the fact that the platforms they use, such as Instagram, allow them and also their followers to share experiences, which in turn result in more content being generated. All the contents (text, pictures, audio and video) provide a much richer picture that the traveller can utilise to take his/her decision as to whether to visit a particular destination or not. Nevertheless, Instagram remains a highly popular social environment for this generation and that many use it to share their own travel experiences and look up other followers’ experiences in order to take decisions for future places to visit. Thus, Instagram like other platforms earlier is contributing to changing the way we organise our travel.

Keywords: Influencers; Instagram; Content Creation; Destination Choice (search for similar items in EconPapers)
JEL-codes: Z31 Z32 Z33 Z39 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-92491-1_52

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DOI: 10.1007/978-3-030-92491-1_52

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