Instagram Determine Air Passenger Behavior in Choosing Tourist Destinations

Nanik Rianandita Sari () and Nur Makkie Perdana Kusuma
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Nanik Rianandita Sari: Sekolah Tinggi Teknologi Kedirgantaraan, Program Studi Manajemen Transportasi Udara
Nur Makkie Perdana Kusuma: Sekolah Tinggi Teknologi Kedirgantaraan, Program Studi Manajemen Transportasi Udara

A chapter in Proceedings of the 1st International Hospitality, Travel and Event Conference (IHTREC 2023), 2023, pp 32-43 from Springer

Abstract: Abstract Instagram is an application that focuses on the use of images and videos to make this application attractive. Users can participate and share content or information, in this case consumer behavior can be seen in making decisions considering products and services. The purpose of this study is to find out how Instagram influences air passengers’ behavior in choosing tourist destinations. The data used is primary data, using questionnaires about Instagram as a media (15 items) as an independent variable, and the dependent variable is the decision to choose a tourist destination (6 items). The samples used in this study were 267 air passengers visiting tourist destinations in Yogyakarta. The results of data analysis show that Instagram as a social media influences air passengers in choosing tourist destinations in Yogyakarta by 71.5%, while 28.5% is a contribution from other unknown variables from this study. Air passengers, in this case, are tourists who search for information through Instagram social media to find out various activities and tourist destinations. Instagram is an ideal medium for promoting the tourism industry in Yogyakarta, because it is widely used by the wider community.

Keywords: Air Passengers; Behavior; Instagram; Tourists (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-170-8_5

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