The Influence of Instagram Reels as a Driving Force for Motivating Millennial Solo Travellers
Authors/Creators
- 1. Department of Business Administration, Tezpur University, Assam, India
Description
Abstract: The paper particularly analyzes how millennial solo travellers perceive their destinations about the availability of information on Instagram. The sample framework includes respondents born between 1981 and 1996, who use Instagram as a motivational social media platform for travel decisions or information gathering. Using an analytical survey method, data were collected from 50 respondents through a structured questionnaire, concentrating on the relationships between the key variables using multiple linear regression (MLR) analysis. The results show a significant positive correlation between the availability of information and travel motivation, as it is a major factor in decision-making. Destination image, on the other hand has negligible influence. Thus, observations under this study conclude that good marketing strategies through social media such as Instagram can enhance the travel experiences of millennial solo travellers by providing quality information and cultivating community engagement.
Keywords: Millennial solo travellers, Social media, Instagram, Motivation, Destination image, Availability of information
Files
Restricted
The record is publicly accessible, but files are restricted. <a href="https://zenodo.org/account/settings/login?next=https://zenodo.org/records/17623444">Log in</a> to check if you have access.