USING INSTAGRAM FOR DESTINATION MARKETING: CREATING THE PERCEPTION OF A TOURISM DESTINATION EXPERIENCE AND INFLUENCING THE TRAVEL DECISION-MAKING PROCESS

Abstract

Nowadays Instagram has a big influence on the tourism sector. A large number of travelers are using Instagram to post pictures, videos and stories, during and after their holidays, for experience sharing and travel tips. Travelers love to share their impressions of the places they have discovered with their friends and the wider travel community. This type of user-generated content is generally more trusted than official tourism websites and advertising and it is used to discover new travel ideas. Therefore, Instagram plays an important role in shaping the image of a tourism destination and in presenting the destination experiences. This article aims to evaluate how can Instagram influence the viewers’ perceptions towards travel destinations and to identify how Instagram posts are influencing the travel decision-making process. The article also discusses the implications of using Instagram in promotional strategies for destinations, since now conventional tourism promotion is not enough for presenting the travelers experiences. Overall, the travel decision-making process is a complex and multifaceted process that can be influenced by a wide range of factors. By understanding these factors and keeping up with emerging trends and changes in the travel market, businesses in the tourism industry can develop more effective strategies and offerings that resonate with travelers and help them make informed decisions about their travel plans.

Keywords

• destination branding
• destination experience
• destination marketing
• social media
• instagram