Instagram als Einflussfaktor auf das Image der Destination Cappadocia – Implikationen für die Destinationsentscheidung der Generation Z

Assaad Jacqueline () and Köchling Anne ()
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Assaad Jacqueline: Fachhochschule Westküste 88922 Fachhochschule Westküste Fritz-Thiedemann-Ring 20 25746 Heide Germany
Köchling Anne: Deutsches Institut für Tourismusforschung Fritz-Thiedemann-Ring 20 25746 Heide Germany

Zeitschrift für Tourismuswissenschaft, 2024, vol. 16, issue 3, 204-227

Abstract: Against the background of Instagram’s central role as an information source for Generation Z, this study investigates the influence of the social media platform on the image formation of the destination Cappadocia and the impact of this image on potential visit intention within this generation. Through a quasi-experimental research design, it was found that photo-based Instagram posts positively affect both the cognitive and affective destination image of Cappadocia. However, the perception in the affective dimension was significantly more positive than in the comparison group (text-based extracts from Wikivoyage). Although the study did not prove significant differences in visit intention between the groups, the results show significantly stronger correlations between a positive perception of the destination image on Instagram and the potential intention to visit Cappadocia. The findings emphasize the relevance of Instagram during the travel inspiration and information phase for Generation Z. Instagram serves as a significant external stimulus factor for image formation and subsequent destination decision-making.

Keywords: Instagram; Destinationsimage; Destinationsentscheidung; Generation Z; Cappadocia (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:bpj:touwis:v:16:y:2024:i:3:p:204-227:n:1002

DOI: 10.1515/tw-2024-0013

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