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Instagram: The Travelogue for Generation Z’s Travellers. The Impact that Influencers and Content Creators Leave Through Their Generated Content

In: Transcending Borders in Tourism Through Innovation and Cultural Heritage

Author

Listed:
  • Simon Caruana

    (University of Malta)

  • Jordan Caruana

    (University of Malta)

Abstract

This study’s main aim was to investigate the impact that influencers have on travelling patterns, specifically when choosing a destination. Instagram was chosen as it is one of the most popular social networks with Generation Z, which was the target group of this study. While Generation Z travellers do actively follow influencers on Instagram (and other networks), it appears that the destination choice was not made exclusively only on the influencers’ content, suggesting that their trust in influencers is not as high as initially imagined. Prospective travellers were not only considering the influencer’s posts or reviews regarding a particular destination but they were also using the content of other followers/travellers of the influencer in question. The significance of influencers seems to lie in the fact that the platforms they use, such as Instagram, allow them and also their followers to share experiences, which in turn result in more content being generated. All the contents (text, pictures, audio and video) provide a much richer picture that the traveller can utilise to take his/her decision as to whether to visit a particular destination or not. Nevertheless, Instagram remains a highly popular social environment for this generation and that many use it to share their own travel experiences and look up other followers’ experiences in order to take decisions for future places to visit. Thus, Instagram like other platforms earlier is contributing to changing the way we organise our travel.

Suggested Citation

  • Simon Caruana & Jordan Caruana, 2022. "Instagram: The Travelogue for Generation Z’s Travellers. The Impact that Influencers and Content Creators Leave Through Their Generated Content," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Andreea Claudia Şerban (ed.), Transcending Borders in Tourism Through Innovation and Cultural Heritage, pages 879-896, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-92491-1_52
    DOI: 10.1007/978-3-030-92491-1_52
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    More about this item

    Keywords

    Influencers; Instagram; Content Creation; Destination Choice;
    All these keywords.

    JEL classification:

    • Z31 - Other Special Topics - - Tourism Economics - - - Industry Studies
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance
    • Z39 - Other Special Topics - - Tourism Economics - - - Other

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