| dc.description.abstract | Instagram is believed to have a considerable impact on user's travel intention. By sharing photos and videos on Instagram, many users get inspired tourism. In fact, there are 40.1% of millennials chose a travel spot based on its Instagrammability (Hosie, 2018). Seeing the potential Instagram as an effective medium to attract new visitors, this study attempted to examine the impact of Instagram's pictures on users travel intention in order to further suggest recommendations for the tourism industry.
The quantitative approach is mainly applied, using a questionnaire which is delivered to 293 Instagram users who have engaged with travel-related accounts in Ho Chi Minh City (HCMC), Vietnam. The results showed that all three independent variables, namely delivering knowledge (DEKNO), experiencing appeal (EXAP), and generating appeal (GENEMP) were significantly correlated and had both direct and indirect effects on travel intention (TRAVINT) through the mediation of perceived destination image (PEDESIM) Suggestion from this study will help tourism-related companies have an insight into their customer to develop and enhance their online action plan on the Instagram platform. | en_US |
