Follow Us on Instagram! Understanding the Driving Force behind Following Travel Accounts on Instagram

Authors

  • Danielle Barbe Department of Tourism, Hospitality & Event Management University of Florida
  • Larissa Neuburger Department of Tourism, Hospitality & Event Management University of Florida
  • Lori Pennington-Gray Department of Tourism, Hospitality & Event Management University of Florida

Keywords:

Influencer Marketing, Social Media, Instagram, Destination Marketing, Motivation

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.

Author Biographies

Danielle Barbe, Department of Tourism, Hospitality & Event Management University of Florida

Danielle Barbe is Doctoral Candidate in the Department of Tourism, Hospitality, and Event Management at the University of Florida. Danielle’s research focuses on social media and crisis communication, risk and crisis management, and social media as a destination marketing tool.

Larissa Neuburger, Department of Tourism, Hospitality & Event Management University of Florida

Larissa Neuburger is a PhD student and Teaching Assistant at the Department of Tourism, Hospitality, and Event Management at the University of Florida. Her research interests are in the area of Technology in Tourism and in particular immersive technologies such as Augmented and Virtual Technology as well as tourist experience

Lori Pennington-Gray, Department of Tourism, Hospitality & Event Management University of Florida

Dr. Lori Pennington-Gray is the Director of the Eric Friedheim Tourism Institute at the University of Florida and Professor in the Department of Tourism, Hospitality, and Event Management. Her current research primarily focuses on crisis management strategies for the tourism industry.

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Published

2019-12-20

How to Cite

Barbe, D., Neuburger, L. and Pennington-Gray, L. (2019) “Follow Us on Instagram! Understanding the Driving Force behind Following Travel Accounts on Instagram”, e-Review of Tourism Research, 17(4). Available at: https://journals.tdl.org/ertr/index.php/ertr/article/view/543 (Accessed: 16January2021).

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Articles