Examining the usage of Instagram as a source of information for young consumers when determining tourist destinations
South African Journal of Information Management
| Field | Value | |
| Title | Examining the usage of Instagram as a source of information for young consumers when determining tourist destinations | |
| Creator | Gumpo, Christina I.V. Chuchu, Tinashe Maziriri, Eugine T. Madinga, Nkosivile W. | |
| Description | Background: Online social networking websites have revolutionised communication in the postmodern era of today. Specifically, Instagram has witnessed a phenomenal growth, and the site is particularly popular with young consumers in South Africa. Instagram is seen by this cohort as a source of information to determine their tourism destinations.Objectives: This research examined how perceived usefulness of Instagram, perceived ease of use of Instagram and perceived credibility of Instagram influence attitude towards the use of Instagram, intent on using Instagram and actual use of Instagram to identify tourist destinations amongst young consumers.Method: A survey questionnaire was administered to 349 young student consumers who were based in the Johannesburg Metropolitan area of the Gauteng province, South Africa. A structural equation modelling procedure was utilised in testing the proposed relationships.Results: The results indicate that all the hypotheses suggested have been positive and significant. It is worth noting that there was the strongest connection between attitude towards Instagram for identifying travel destinations and intention to use Instagram for identifying travel destinations.Conclusion: Tourism organisation marketers may be able to devote time in researching the practicality of using Instagram to increase awareness of tourist locations. | |
| Publisher | AOSIS | |
| Date | 2020-02-24 | |
| Identifier | 10.4102/sajim.v22i1.1136 | |
| Source | SA Journal of Information Management; Vol 22, No 1 (2020); 11 pages 1560-683X 2078-1865 | |
| Language | eng | |
| Relation |
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https://sajim.co.za/index.php/sajim/article/view/1136/1604
https://sajim.co.za/index.php/sajim/article/view/1136/1603
https://sajim.co.za/index.php/sajim/article/view/1136/1605
https://sajim.co.za/index.php/sajim/article/view/1136/1602
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