Exploring the role of instagram in tourism destination preferences: A Turkish perspective

Abstract

The purpose of this study is to reveal the correlation between the usage of Instagram as a social media platform and destination preferences of tourism customers from the perspective of information, utilisation, influence, buying, and intention stages that underline particularly consumer behaviour in tourism marketing. This study was conducted in Turkey and aims to shed light on the critical importance of utilising from social media in marketing management of the travel and tourism sector. Quantitative data analysis was preferred and used in this study in order to examine the factors of Instagram that have effects on tourism destination preferences. In addition to the quantitative study conducted, The Eastern Express Journey (Karsrail) case is included in the current study to gain a deeper understanding of the importance and place of social media for tourism. © 2023 Elsevier B.V., All rights reserved.