Generation Y’s Intention for Sharing Travel Interactive Media and Instagram Communication Attributes

Abstract

Abstract Social networking is a way to provide that travellers visited and enjoyed a destination. Instagram quickly becomes a popular and useful social networking app among Malaysia’s Generation Y. The goal of this study is to see which communication features of Instagram, such as engagement, dialog, and persuasion, can have the strongest influence on the desire for sharing travel interactive media. A paper-based survey is utilized to implement the quantitative method (questionnaire). Persuasion has the strongest influence on the intention of sharing travel interactive media, according to the findings. Instagram is useful for a variety of reasons. Instagram is beneficial not only for data distribution but also for having a better understanding of the intentions of Generation Y, in particular to post travel interactive media tourist enterprises that might assist the tourism sector to develop. As a result, the research can be valuable in evaluating current trends of technology and for luring tourists, especially Generation Y, to specific attractions.