The Impact of Insta Tourism on Tourism Decision Making of Generation Y

Abstract

ARTICLE INFO ABSTRACT Instagram is considered a mega trend on digital platforms that allow participants to interact with each other and virtually communicate and share information among users. In addition to increasing efficiency and competitiveness in the tourism industry. This study aims to identify the impact of Instagram on generation Y's choices of their destination, to investigate Instagram performance as a source of information for tourists, and evaluate travel agencies' usage of Instagram. This study has a quantitative approach which is collecting information using an online questionnaire that targeted 305 Instagram users from generation Y. Travel agencies should use Instagram for inspiration and marketing their tourism programs to travellers. They also should be up to date with all the social media platforms in order to reach their target market more easily. Introduction The widespread technology influenced all industries in the world including tourism. Nowadays the platforms of tourism rapidly got online and started to be a vital source of information for many travelers. In order to reduce the high risk of going to new destinations, travelers started to collect a lot of other travels experiences to take decisions on these destinations (Sirakaya and Woodside, 2005).