Role of Instagram Influencers on Destination Image: A Netnographic Study

Hulisi Binbasioglu (), Yasemin Keskin Yilmaz and Mehmet Baris Yilmaz
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Hulisi Binbasioglu: Malatya Turgut Ozal University
Yasemin Keskin Yilmaz: Malatya Turgut Ozal University
Mehmet Baris Yilmaz: Inonu University

A chapter in Tourism, Travel, and Hospitality in a Smart and Sustainable World, 2023, pp 417-432 from Springer

Abstract: Abstract The main purpose of this study is to reveal how the posts of popular travel influencers who produce special content for Cappadocia, an attractive destination in Turkey, determine the image and perception of Instagram users about the region. For this purpose, user comments (emotions, thoughts, expectations, etc.) on the posts of influencers about Cappadocia on Instagram were examined by the netnography method. The analysis was applied to the comments made by the social media users on posts of three travel influencers who visited Cappadocia between 1 January and 15 August 2022 and shared with related tags. Considering the findings obtained from the social media user’ comments, the posts of the travel influencers about Cappadocia activated the emotions of the users and contributed positively to the perception of the region.

Keywords: Social media; Instagram influencers; Destination image; Netnography; Cappadocia (search for similar items in EconPapers)
JEL-codes: L83 M31 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-26829-8_26

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DOI: 10.1007/978-3-031-26829-8_26

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