Open AccessJournal Article
Follow us on Instagram! Understanding the driving force behind following travel accounts on Instagram.
TL;DR: In this paper, the authors examined the motivational factors behind following travel-related accounts on Instagram and how follower motivations differ for travel influencers and DMOs, and found that usefulness, enjoyment and entertainment are the greatest motivational factors for following travel accounts.
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Abstract: Instagram has become a popular channel to create travel inspiration, arouse interest in a destination, and act as electronic word-of-mouth, leading to the growth of travel influencers on the platform, and adoption of influencer marketing by Destination Management Organizations (DMOs). The purpose of this study was a first effort to examine the motivational factors behind following travel-related accounts on Instagram and how follower motivations differ for travel influencers and DMOs. A quantitative survey found that usefulness, enjoyment and entertainment are the greatest motivational factors for following travel accounts on Instagram, and users prefer to follow DMO accounts for incentives and information. Theoretical and practical implications are discussed.
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Citations
Young adults’ sought gratifications from, and perceptions of food advertising by, social media influencers: a qualitative approach
TL;DR: This qualitative study explores young adults' sought gratifications from social media influencers and perceptions of food advertising, revealing ten themes of gratifications and three themes of perceptions, contributing to social media influencer marketing literature.
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Using fuzzy sets Qualitative Comparative Configuration to Predict Consumer Travel Behavior from Instagram: The Role of Social Media Influencers
Wen-Kuo Chen,Pantas H. Silaban,Cheng-Hui Chi,Widya Elisabeth Hutagalung,Andri Dayarana K. Silalahi +4 more
- 11 Aug 2022
TL;DR: In this paper , a purposive sampling technique is used in which there is a set of criteria for selecting a participant, and the data were analyzed using fsQCA 3.0 to confirm the presence of two configurations with high travel intentions.
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Kulturni turizem: vloga kulturnih institucij pri valorizaciji kulturne dediščine v turistične namene
13 Jan 2023
TL;DR: Prispevek obravnava razmerje med turizmom in vlogo kulturnih ustanov pri sooblikovanju turistične ponudbe, na kratko analizira posebno vlogoenjev kot javnih institucij vkulturnem turizmu in navaja nekatere predloge za nadaljnji razvoj as discussed by the authors .
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TL;DR: The notion of self-branding has drawn myriad academic responses over the last decade as mentioned in this paper, and has been criticised by some academic researchers, such as the authors of this article.