Unveiling the Social Media Revolution in Tourism: Unraveling Instagram's Profound Influence on Travelers

Eka Kadharpa Utama Dewayani; Faiza Husnayeni Nahar; Tyo Nugroho

doi:10.53893/ats.v1i2.15

Authors

Eka Kadharpa Utama Dewayani Universitas Muhammadiyah Malang
Faiza Economics
Tyo Universitas Islam Negeri Mataram

DOI:

https://doi.org/10.53893/ats.v1i2.15

Keywords:

social media, tourist behaviour, content analysis, destination marketing, sustainable tourism

Abstract

This research explores the profound impact of social media on tourist behavior, focusing on destination selection and decision-making. Utilizing a mixed-methods approach, including surveys, interviews, and content analysis, the study provides comprehensive insights into this phenomenon. The findings reveal that social media platforms significantly influence tourists' destination choices by offering user-generated content and peer recommendations. Real-time updates, interactive content, and virtual conversations enable informed decision-making and diverse travel experiences. Moreover, social media facilitates the discovery of hidden gems and fosters engagement with local communities, enhancing overall tourism experiences. The study emphasizes the importance of effective social media utilization by destination marketers and policymakers to engage with tourists and shape their choices. Understanding social media's impact on tourist behavior informs strategies for destination marketing, visitor engagement, and sustainable tourism development.

Author Biographies

Eka Kadharpa Utama Dewayani, Universitas Muhammadiyah Malang

Economics and Business

Faiza, Economics

Universidad de Barcelona

Tyo, Universitas Islam Negeri Mataram

Halal Tourism

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