Exploring the Role of Instagram Content in Developing Destination Image

Abstract

This project looks into the impact that the social media platform Instagram may have on destination image (DI). To explore this problem, 104 respondents were surveyed using an original tool developed on the basis of DI theory by Gartner et al. (1993). This work’s findings indicate that consistent engagement with Instagram channels and content affects all of the three studied dimensions of DI: cognitive, affective and conative. Performed regression analysis shows a strong relationship between DI and the intention to visit Saudi Arabia (B=0.123, p=0.000, explaining 49.2% of the variance in the intention to visit). Furthermore, findings show that using Instagram as a source of information about Saudi Arabia improves perceptions of the cognitive aspects of DI (B=1.435, p =0.000, 15.2% of the variance in cognitive perceptions explained). There is also a significant relationship between Instagram usage and the affective dimension of DI (B=0.893, p=0.001, 10.1% of the variance in the affective aspect explained). These results indicate that exposure to Instagram content positively affects emotional responses towards Saudi Arabia. Consideration of various demographic characteristics suggests that females and individuals with a higher level of income are more likely to be positively influenced by the images and stories they see on Instagram and take action to travel to Saudi Arabia. The work presents and discusses the implications of using Instagram as a part of the overall strategy to enhance and shape Saudi Arabia’s DI by the local destination management organisations and other important stakeholders.