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Insta-spiration Sweeping the Nation: The Influence of Instagram on Intention to Travel to Yellowstone National Park

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  • Ashton M. Hooker

    (University of Wyoming)

  • Kathryn E. Cooper

    (University of Wyoming)

Abstract

Instagram is often blamed for disrupting the tourism industry by causing visitation booms to natural areas. This study examines how Instagram photos and captions influence intent to travel to Yellowstone National Park, testing a model based on the theory of planned behavior. Participants (N = 357) were randomly assigned to view an Instagram post with a photo (photo: landscape or wildlife) and a narrative (historical, tourist, or wildlife) in this between-subjects experiment. Results indicate that photo condition and attitude toward traveling were mediated by political ideology, and attitude was negatively correlated with intent to travel, while greater social return, subjective norms, and perceived behavioral control were all positive predictors of intent to travel.

Suggested Citation

  • Ashton M. Hooker & Kathryn E. Cooper, 2022. "Insta-spiration Sweeping the Nation: The Influence of Instagram on Intention to Travel to Yellowstone National Park," The Review of Socionetwork Strategies, Springer, vol. 16(1), pages 1-24, April.
    • Handle: RePEc:spr:trosos:v:16:y:2022:i:1:d:10.1007_s12626-021-00099-0
    DOI: 10.1007/s12626-021-00099-0
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    References listed on IDEAS

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    Cited by:

    1. Jun Heo & Wonseok Lee & Joonho Moon, 2023. "Structural Relationship between Theme Park Servicescape, Instagramability, Brand Attitude and Intention to Revisit," Sustainability, MDPI, vol. 15(13), pages 1-13, June.

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