Examining How Instagram Travel Influencers Shape Travel Decisions

Abstract

An increasing number of people are relying on information from social media platforms to inform their travel decisions. In particular, social media influencers have grown in popularity and reach, making it important to understand how such influencers shape travel decisions. Specifically, this study conducted semi-structured interviews with eleven Instagram users to understand how Instagram travel influencers shape travel decisions. Five themes emerged from this study: Types of photographs shared with follows, Humorous personality, Aesthetics of overall Instagram profile, Source similarity, and Instagram’s affordances as a research tool. Implications of study findings are discussed.