Abstract:
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.
